Rethinking membership value in a shrinking market

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Membership organisations are operating in a market that is, for many, quietly shrinking. Renewal rates soften, acquisition costs rise, and the old assumption that members will simply stay no longer holds.

The problem with the renewal funnel

The classic funnel treats retention as the end of a line. In practice, retention is a lagging indicator — if acquisition, activation and engagement are working, loyalty follows.

What good looks like

• A clear, compelling member value proposition
• An ideal member profile that guides acquisition
• Engagement that is designed, not hoped for

Placeholder paragraph. The real article would go deeper into each of these with examples drawn from UK membership bodies and charities.