Are you losing more members than you should?
Too few membership organizations conduct lost member surveys. Too many have only theories as to why members leave. What benefits or experiences were members looking for that they didn't find?
Given the cost of replacing lost members with new ones, it makes sense to find out why members don't renew. This is particularly true if membership numbers have been slipping. When this happens, organizations may feel the need to reinvent themselves to keep in step with changing times. While periodic remodeling is necessary, rushing to make changes without first identifying why members are leaving can be dangerous. Too much change too soon can alienate the core membership. Within the organization there may be resistance to change; it's good to have data that shows why changes are necessary.
Membership organizations have a big advantage over retail operations. You can identify who is leaving and can find out why. Retailers would love to have that opportunity.
