January 2026 – So what is the main driver of member retention?
‘The power of convening is a trade association’s biggest strength’ says one Membership Director, which turns out to be a uniting factor behind the responses in our latest Pulse tracker.
This comment reflects the central tenet of a membership organisation: to bring people together; something that is needed more and more in the modern workplace. In terms of the Pulse itself, the figure of 46% may suggest ‘running regular events’ is not CEOs’ overwhelming favourite method for member retention.
But a closer analysis of their reasoning, shows that interaction with others is what makes matters most. In other words, members feel most comfortable when they are interacting with others. Running regular events is the best way to achieve this.
While only 31% considered ‘Sharing industry insight that isn’t available anywhere else’ and 8% stated that ‘Giving access to key industry stakeholders who can influence policy-making’, both positions are united by the need to bring members together. Without regular events to facilitate this – these options are not possible to a membership organisation.
This links to the wider workplace. Specifically, an interesting point with AI and ‘The Great Stay’, where the 2025 PR Talent Reports found a clear AI policy led to a 15-20% higher retention rate. It is unsurprising that many are nervous about AI and its possible implications (in simple terms, how will AI impact the job market); the workplace has never seen a development on such a scale.
Therefore, now more than ever, it is clear why regular events are so prized by members. These events offer certainty through personal connections and specialised information from key industry stakeholders. By promoting connections and helping to build networks, membership organisations and trade associations can provide stability and opportunities for growth. There is no better way to do this than through regular events whether face to face or hybrid or both.