Why Is My Association Membership Declining? Four Barriers To Growth

Association membership typically declines when there is a disconnect between the organization’s perceived value and its cost. The four primary barriers to growth include reductive pricing strategies, "Board Bubble" decision-making that ignores the average member, outdated technology that fails to deliver digital value, and a reactive culture that lacks a long-term (20-year) strategic vision.

For many association leaders, a decline in membership feels like a marketing problem. However, as Halmyre’s research on more than 100 nonprofits across North America shows, stagnation is often a symptom of deeper structural barriers.

If your association is struggling to grow, it is likely running into one of these four common roadblocks.

How does pricing impact member retention?

When members complain that an association is "too expensive," many organizations react by offering discounts or lowering dues. This is known as reductive pricing, and it is often a self-inflicted wound.

• The Diagnosis: "Too expensive" usually means the member does not see the value in what you offer.
• The Trap: Lowering prices or justifying costs through "savings" alone reduces your membership to a transaction rather than an investment.
• The Solution: Shift to an additive pricing model. Instead of downsizing your price, highlight the full impact of membership and bundle services to increase perceived value without increasing hard costs.

Why are board decisions disconnected from member needs?

Many associations suffer from the "Board Bubble." This happens when leadership invests heavily in programs or events that they personally enjoy, assuming the rest of the membership feels the same.

• The Problem: Board members are rarely "average" members; they are the most engaged and invested.
• The Trap: Boards can become overly responsive to "member pet projects," leading to resource fragmentation and a lack of discipline.
• The Solution: Conduct Voice of the Non-Member research. To grow, you must understand why people aren't joining, rather than just listening to the small percentage of people who already love you.

Can outdated technology cause membership loss?

In the digital age, your technology is the primary delivery vehicle for your value proposition. If your website feels "clunky," it isn't just an inconvenience—it’s a liability.

• The Diagnosis: Clunky tech means your value proposition isn't translating digitally.
• The Trap: Thinking piece-meal (e.g., "A new AMS will solve everything") rather than holistically.
• The Solution: Perform a member experience audit. Ensure your digital presence delivers a seamless, modern experience that reflects your organization's professional quality.

Is a 3-year strategic plan enough for association growth?

The world is moving faster than ever, which has led many associations to foster a reactive culture with short-term (3-year) strategic views.

• The Problem: Strategy has become too operational and functional.
• The Trap: A short-term focus prevents associations from tackling "wicked problems"—the complex, long-term challenges that impact a profession over decades.
• The Solution: Reclaim the 20-year vision. Ask yourself: "What do we need to solve today so that members 20 years from now don't even have to think about this problem?"

How to start fixing your association’s growth barriers

The most effective way to identify which barrier is holding you back is through a Value Proposition Audit. By answering four critical questions—Who are you? Who do you serve? What do you do? Why are you the best?—You can align your strategy and tactics for optimal performance.

Is your association ready to move beyond stagnation? Contact Halmyre today to learn how we help associations unlock their full growth potential.