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Membership Life Cycle

— Which Stage Needs Improvement?

When we think about growing membership in today’s world, a few questions come to mind:

    • How can we recruit members that are more likely to stay?
    • What are ways to increase member engagement?
    • Are there proven strategies for retention?


Patterns Repeated May Prevent Real Membership Growth

For many membership-based organizations, the bottom line and sustainability are based on member renewals. The pandemic revealed the vulnerability of dependence on dues and events and threatened the livelihood of many organizations. Offers of payment plans and deferred renewals to prevent membership drops were used to show support with the hope these members will renew again. During this time of economic recovery, attracting new members and keeping current ones may continue to be a challenge.

The Membership Life Cycle starts with effectively attracting and recruiting new members. In this competitive and saturated marketing landscape with more people working remotely, this is a greater challenge than before the pandemic.

Increasing first-year renewal rates depends on recruiting and onboarding success. Engagement is linked to retention and though you offer diverse opportunities, members have different ideas of what “meaningful engagement” means to them. Improving renewal rates depends on the success of other stages and using strategies to make it easier and pre-determined.

Your entire team can work collectively to drive membership growth with newer staff adopting effective strategies immediately and seasoned pros sharpening their skill sets!


It’s time to improve your Membership Life Cycle and see real membership growth!

Membership Life Cycle — Which Stage Needs Improvement? | Webinar | Hight Performance Group


  • 1

    Determine why membership growth depends on smart recruiting.

  • 2

    Explore how onboarding new members and creating higher engagement influences renewal rates.

  • 3

    See the difference between renewal and reinstatement and how to do both successfully.

  • 4

    Reveal proven strategies to recruit, engage, and retain more members.

Watch Cathi Hight as she reveals proven strategies to recruit, engage, and retain more members to achieve real membership growth.

A Promoter of “Good Change”

Cathi Hight, is President of the Hight Performance Group, an organizational development firm that helps develop healthy organizations to manage constant change, enhance customer loyalty and “work smarter, not harder.” She has over 25 years of experience in performance improvement, serving education, finance, healthcare, manufacturing, and nonprofit sectors.

As a certified Wiley Workplace Solutions Partner and Kaizen consultant, Cathi works with organizations to develop high performing teams, effective leaders, customer-centric practices, and productive work environments.

Cathi helps clients identify their real problems and solve them. She shares Kaizen principles of continuous improvement, making small and incremental changes, and improving customer experiences which bring about “good change” for internal and external customers.

Cathi is recognized nationally for her work with associations and is the author of The Member Retention Kit and A New Approach to Tiered Membership, and developer of the Work Smarter, Not Harder program. Hight Performance Group offers resources to help organizations attract, engage, and retain members. Cathi helps organizations stay relevant, effectively communicate the value of membership, and increase their bottom line.

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