It’s no secret that many associations struggle to retain and grow membership, and anyone who has been around the industry for a few years can rattle off some reasons.
The information once provided by associations is worth less in the Internet age. Conferences and networking are worth less with LinkedIn around. Challenging demographics, a sluggish economy and a do-nothing political environment have all contributed.
Yet there’s another reason that’s far more fundamental to why some longtime members walk away and some prospects decline to join.