Membership decline and the crisis of connection

Membership isn’t dying, but it is undergoing significant shifts. According to XYZ University Founder, Sarah Sladek, in a recent article in Boardroom, the root cause of membership decline lies in neglecting the actual needs and interests of members. Organizations that once thrived as close-knit communities have struggled to maintain relevance amidst rapid social changes and evolving member expectations. The solution? Refocus on the core value of membership as a relationship, not a transaction.

For decades, organizations have experienced a steady membership decline. Studies reveal difficulties in engaging members, especially younger generations. One study indicates that global organizations are consistently grappling with disengagement. Yet, this isn’t due to a lack of desire for belonging—human connection remains a fundamental need. What’s changed is how people define value and whether they feel seen and understood by the organizations they join.

Too often, organizations respond to declining numbers with more events, more content and more benefits. But if those offerings aren’t rooted in a clear understanding of member needs, they fall flat. When membership becomes a transaction instead of a relationship, the emotional investment disappears and so does the engagement.

Joining an organization is a statement of identity and commitment and when members feel their needs aren’t prioritized, disengagement follows. Organizations must critically evaluate whether their offerings are meaningful, relevant and reflective of the value their members seek. The decline occurs not because membership is obsolete, but because its benefits are perceived as diminishing. Reversing this trend isn’t about flashy perks. It’s about realigning with your members, listening to them and creating space where they feel valued and connected.

By truly understanding and addressing their members' needs, organizations can offer essential, tailored value. The importance of making membership “the priority”—a steadfast commitment to being member-first ensures long-term growth and loyalty. Organizations must revisit their purpose and align strategies with the needs of their communities.

The AOE team has more than 30 years of experience managing organizations enabling clients to take advantage of our expertise and knowledge. For meaningful, actionable guidance on restoring vibrancy to your membership base, contact AOE today.