What Drives Renewal: Evidence from our Member Data
Member retention is an important benchmark for associations. Retaining a member is far easier than acquiring a new one, and so it is important to understand the intent behind renewal decisions.
Drawing on our research with association members over the past decade, this article examines members’ likelihood of renewing and the reasons why they may not renew.
It also delves into the drivers of renewal to provide context for associations when devising retention strategies.
And while the specific context for each association differs, the patterns in what drives renewal are remarkably consistent.
What Drives Renewal: Evidence from our Member Data
Over the past decade, Survey Matters has analysed renewal intention data from tens of thousands of members across Australian professional and industry associations. Across 2023 – 2025, our data indicated that 81% of members belonging to a professional association and 86% of those in industry bodies intended to renew their membership when it was next due.
When we interrogated this data in more depth through regression analysis, we were able to identify the drivers of renewal intent. And while the specific context for each association differs, the patterns in what drives renewal are remarkably consistent.
Members’ likelihood of renewing is shaped less by any single benefit and more by how well associations deliver a clear, credible and relevant overall experience.
1.Value for money perceptions have the biggest impact on renewal intentions
Value for money consistently emerges as the strongest single driver of renewal intention across professional and industry associations. This finding is stable across multiple years of data and different member types.
Importantly, this does not mean members are simply looking for cheaper membership. Value for money is largely perception‑driven. Members weigh up the total experience – services, support, credibility and relevance – and judge whether it feels worth the cost in their own circumstances.
As economic or career uncertainty increases, however, that judgement tends to come under closer scrutiny. In this context, it is interesting to note that member ratings of the value provided by their association membership have fallen over the last three years, as cost of living pressures and business uncertainty increases. Down from close to 60% during the pandemic years, less than half of the members in our survey set provided positive value for money ratings between 2023 and 2025.
This perspective is reinforced when looking at reasons for non‑renewal. Among survey respondents who reported they may not renew their membership, around one‑third (35%) cited budget pressure or cost as their reason, while 33% questioned the value they were receiving for their membership fees.
2.Communication is a core retention lever
After value for money, satisfaction with communication is one of the most influential drivers of renewal. Members are more likely to renew when they feel informed, up to date and confident that their association is across the issues that affect them.
And it is not just about volume. Timely updates, clear explanations and relevance to members’ day‑to‑day realities matters more than daily emails with no clear intent. Associations that communicate consistently and purposefully tend to be better placed to retain members than those that rely on generic messaging.
Again, the value of communications is heightened during times of uncertainty, with associations keeping their members up to date through the current political and economic turmoil seeing the results in higher member satisfaction.
3. Reputation and credibility still matter
Survey Matters’ data also shows that perceptions of an association’s reputation and standing play a meaningful role in renewal. Maintaining professional or industry standards, protecting credibility, and being seen as respected within the sector all contribute to members’ confidence that their association remains worth belonging to.
These factors appear particularly important in periods of external disruption, when members look for organisations that provide legitimacy, authority, and stand up strongly for their interests.
We saw it in member survey results during COVID, we are seeing it again now. Associations who are visibly standing up for their members in times of uncertainty reap the rewards in terms of member engagement and loyalty. This effect is particularly strong among industry associations, for whom reputation and advocacy effectiveness are among the top three drivers of renewal intentions.
4.Practical support and professional development reinforce relevance
Among professional association members, access to quality CPD, recognised certification, reliable advice and career support also feature as important drivers of renewal. Their influence increases when they are well aligned to members’ career stage or business environment.
Importantly, these benefits matter most when they are clearly connected to outcomes, such as employability, professional standing or risk reduction.
In 2026, renewal intentions are being shaped by uncertainty.
The data tells us that members’ intentions are shaped by a combination of value perceptions, communication, credibility and relevance over time, with renewal decisions often reflecting broader conditions rather than isolated experiences.
This aligns with findings from the latest Associations Laboratory “Looking Forward Impact 2026” study, where 81% of association CEOs in the USA identified economic pressures and financial uncertainty as the biggest factor affecting members. This was closely followed by adapting to current and emerging AI tools (80%).
In periods of uncertainty, some members may reassess discretionary spending, while others will look to the organisations they trust to help them navigate change.
For many, however, associations play a valuable role as a source of stability, guidance and collective perspective, particularly when external conditions feel unsettled.