Standing Out in the Attention Economy: Member Engagement and Retention Lessons for Associations

For many associations, membership renewal season feels like the busiest stretch of the year. Teams spend November and December crafting messages, checking lists, and pushing out final reminders. But by the time a renewal notice hits a member’s inbox, the decision to stay or leave has already been made.

In the attention economy—where people scroll past more content in a day than they used to see in a week—retention is built in the everyday moments. It’s about how your content lands, how your events feel, and how your community shows up. Those small interactions, repeated over time, tell members whether your association is essential to their professional life.

Retaining members isn’t about hitting “send” on an early-bird offer. It’s the cumulative impact of hundreds of choices—many made by the board—about where to allocate resources, where to pull back, and what kind of member experience you want to create. Every touchpoint is an opportunity to build or break engagement.

Here are a few ways your board can make sure your association is ready for its next renewal season.

Spotlight What Your Organization Does Better

Differentiation – knowing what makes your association different and delivering on that better than anyone else – matters. A generic webinar or standard newsletter won’t stand out in your members’ feeds or inboxes, especially when competitors, vendors, and AI are producing large amounts of content. Every member resource should help a specific segment of your audience accomplish a meaningful outcome – in a way that aligns with your organization’s unique value.

Tip: Reflect on what makes your content unmissable. What does your association bring that others don’t? What qualities are uniquely yours—being trusted, vetted, vendor-neutral, timely, expert, or convenient?

Tip: Experiences differentiate, too. Think about small moments that surprise and delight: live illustration during keynotes, a host-city scavenger hunt, a service project, a creative photo contest, or even a simple Post-It wall with member ideas. Digital tools can’t replace the authenticity of human connection.

Leverage Trust In a Complicated Landscape

We no longer live in a world where an association’s journal is the only voice for a profession. Information is everywhere and easily accessible. However, associations remain a trusted source among the noise, and associations can shine when they help members identify the information that matters.

Tip: Your association doesn’t have to create every resource to provide value. Sometimes the biggest impact comes from surfacing the right article, tool, or insight—internal or external—when a member needs it, packaged in a clean and user-friendly format.

Make Member Services Feel Human

AI is here to stay, and it will continue to streamline how members find answers, access resources, and complete transactions. But when something malfunctions—logins, payments, or access—human help is what keeps a member loyal. No one wants to feel misunderstood by a cheerful, but unhelpful, chatbot.

Tip: Plan for both smooth transactions and personalized interactions. Budget for tech infrastructure, but ensure your team is trained, confident, and comfortable recommending resources or explaining benefits to members.

Tip: Fun, gratitude, and small gestures make communities make relationships stick. Send handwritten written notes and personal emails. Shoutout graduating student members or highlight achievements of emerging professionals. These moments build belonging and belonging drives loyalty.

Retention doesn’t hinge on a single act. It’s built through consistent value, memorable experiences, and a community that feels welcoming. When you invest in the quality of everyday interactions, your organization sets the stage for stronger renewal outcomes and long-term member commitment.

Meet the Author

Amanda Riordan

Head of Membership
Association Management
Smithbucklin