What are the quiet drivers behind member churn?

Many members don’t actively decide to leave - instead, they slowly fade out of the loop unnoticed. So how can you notice the red flags and intercept before it's too late?

 

Here’s the odd thing about member churn: sometimes, it’s not about dislike. It might not be even about disengagement in the traditional sense. Sometimes, it's that strange, frustrating space where members say they’re happy, even enthusiastic - and then they lapse. 

If you’ve worked in the membership sector for more than a few months, you’ve probably felt this first-hand. It’s the member who responded to your last survey with glowing feedback, attended three webinars, liked all your LinkedIn posts, and then quietly disappears when renewal season rolls round. No fuss and no big complaint. Just…gone! 

It can feel a bit like being ghosted. And it hurts, not just emotionally but financially, because recruiting new members costs significantly more than retaining existing ones - about five times more, to be precise. So, let’s get into it. 

It’s not always the reason they say 

When asked directly, lapsed members will often give practical reasons for not renewing: 

 

  • “Just too busy” 
  • “I meant to, but forgot” 
  • “Money’s a bit tight right now” 

 

Of course, these reasons can be true. But they’re rarely the full picture. According to Marketing General’s Membership Marketing Benchmarking Report, the top three real reasons members don’t renew are: 

  1. Lack of engagement 
  2. Lack of value or ROI 
  3. Left the field, industry, or profession 

So while time and money might sound like the problem, they’re sometimes proxies for a deeper issue: the member simply didn’t feel connected enough to justify the effort (or cost) of staying. 

"Passive disengagement” - the silent killer 

Many members don’t actively decide to leave, instead, they slowly fade out of the loop unnoticed. Maybe they didn’t read the last newsletter. Maybe they missed the AGM because the invite went to their spam folder. Maybe they’ve forgotten what their benefits even are. 

This is called “passive disengagement”, and it’s rampant. Higher Logic’s research shows that 50% of associations list “lack of engagement” as the primary reason for non-renewal. But the twist is that these members might still like you - they’re just not thinking about you. 

And in a world full of notifications, content, and over-committed calendars, staying top of mind is half the battle! 

The value paradox 

The value paradox looks like this: A member might say they love your events, or they enjoy the community, or they admire your mission - but when push comes to shove, they’re not seeing the value for money. There’s a difference between liking your organization and needing it. 

This perceived value gap is especially stark when budgets tighten. According to one study, 43% of lapsed members said they couldn’t justify the cost because they didn’t use the benefits enough. 

And it doesn’t take a crisis to trigger that. Even in stable times members start comparing costs, especially if renewals feel like a financial or emotional admin task rather than a meaningful choice. 

Friction is a retention killer 

Now here’s something a lot of associations overlook: even small annoyances can chip away at retention. Think clunky renewal portals, confusing login steps, outdated payment systems, or reminders that arrive at exactly the wrong moment (like a Friday afternoon before a long weekend). 

AMO’s research nails it: “It’s rarely about membership fees or program quality, it’s about friction.” 

They argue that for modern members (who are used to Amazon Prime-level convenience) even basic admin can feel unnecessarily painful. If your renewal process feels like work, members are less likely to stick around. 

But this is the kind of issue that might be easier to intercept than you think! For example, a simple phone call reminder at renewal time boosts renewal rates by 40%, according to Association Analytics. 

Emotional loyalty ≠ behavioral loyalty 

Emotional loyalty (how much a member likes your organization) doesn’t always translate to behavioral loyalty (whether they actually renew). You might have built a warm, trusted relationship, but if that relationship isn’t reinforced with relevant experiences, timely engagement, and clear value, members will drift. 

It’s like having a gym membership you’re fond of, but never use. Eventually, you cancel, even if you still like the idea of going. 

So what can you actually do about it? 

Here comes the helpful bit. Reducing churn isn’t about begging lapsed members to come back, it’s about removing the reasons they left in the first place. 

A few practical places to start: 

 

  • Map the member journey. Not just at renewal, but throughout the year. Where are the quiet drop-off points? Where does engagement naturally dip?  
  • Communicate benefits clearly and often. Don’t assume members remember what they’re paying for. Make value visible and use real examples, not generic lists. 
  • Segment your renewal communications. A new professional member and a long-term board member shouldn’t get the same reminder. Tailor your tone and timing. 
  • Make the renewal process easy. Auto-renewal, clear calls to action, mobile-friendly emails, flexible payment options. All of it. 
  • Ask for feedback, and mean it. If someone doesn’t renew, follow up. Ask why, but more importantly, really listen! 

 

Final thought: not every lapsed member is lost 

Sometimes, churn is just part of the rhythm. People change jobs, move sectors or switch priorities. But if you’re seeing a steady stream of members who say they “love what you do” but quietly leave anyway, that’s a red flag worth exploring. 

Remember, behind most renewals is a simple equation: Do I still feel connected to this organisation? Is it worth my time, money, and headspace? 

You don’t need to be everything to everyone. But you do need to be essential to someone - and show them that, clearly and often. 

 Struggling to retain members? Start by strengthening your team.

At Membership Bespoke, we’re the leading global recruitment firm that works exclusively with associations and membership organisations. From policy roles and senior leadership to membership, marcomms and events, we understand the pressures you’re under, and the kind of people who thrive in this sector.  

Whether you're building capacity, refreshing your engagement approach, or simply need people who get the sector, we can help. 

Get in touch for a conversation that’s about more than just hiring.