Associations may find it difficult to retain members, and a decline in membership usually results in lost revenue. Unless your association is flush with cash from investments or previous financial gains, lost revenue makes association leaders panic. And for good reason: If you’re losing money, this is a sign that you are failing your members. They’re probably leaving your organization because they are not finding value in what you offer.

To keep your association relevant, you need to acknowledge your problems first, so you can take steps to fix them. Don’t ignore the warning signs until your association is on the verge of financial disaster. 

Here are five steps to win back members:

1. Run your association like a business. Don’t assume that your members’ passion for their work translates to passion for your association. You won’t keep your members unless you continuously provide products or services that they cannot get anywhere else. You also must provide it at a price and in ways that appeal to them, or they will discontinue their relationship with you.

2. Limit distractions. Association leaders often get distracted by insignificant complaints, and this takes the focus away from real issues. If this describes you, you may be devoting resources to activities that do not matter or benefit the majority of your members, ultimately driving even more members away. This is a cycle that’s tough to break.

Don’t assume that your members’ passion for their work translates to passion for your association. You won’t keep your members unless you continuously provide products or services that they cannot get anywhere else.

3. Tweak your member renewal process or membership categories. The problem with an annual dues cycle is that it requires people to remember to renew. A better option is to make membership renewals an automatic default—with the member’s permission. This removes both the decision and action required to renew and ultimately saves your members’ time.

Another tactic is to offer a lifetime membership. With this option, members can pay dues once and never worry about renewals. Lifetime memberships also provide the association with an influx of revenue upfront and ensure a core group of members. Lifetime membership isn’t for everyone, so some associations create multiyear membership deals to lock in members for longer periods at a dues discount.

4. Stop catering to rookies. If you create value that appeals to your most loyal members, the rest will follow. Of course, you should also appeal to newbies, but remember that those members have different needs, and a large percentage of them will be subject to membership churn. Your content and membership structure should be sophisticated enough to attract and retain experienced members while giving rookies a path forward.

5. Ask tough questions. Associations need to gather data on why members leave before they leave—and most won’t tell you unless you ask. If you’re conducting a survey, have the courage to ask the right questions:

• How can this association help advance your goals?
• What might add value to your membership?
• What might cause you to renew?

Making your association more relevant to members means strategically planning and delivering consistent value. Association leaders must acknowledge a need to consistently innovate and improve. There is no quick fix to winning back members. It takes dedicated leadership and the right team to ask: What can I do to lead my organizations into the future?