Great Content and Member Retention
Associations today are discovering that content is more than just communication, it’s a core member benefit. In an age where members have endless information at their fingertips, providing truly valuable resources can set a nonprofit association apart.
The right content strategy not only engages and educates members, but also demonstrates the value of membership, leading to higher satisfaction and retention. This comprehensive guide explores how associations can create and leverage digital content to increase member value and boost member retention, with real-world examples of organizations doing it right.
Why Valuable Content Matters for Association Members
Member retention boils down to one key factor: value. If members consistently see clear value in what your association provides, they are far more likely to stay. One industry report found the number one reason members do not renew is a lack of engagement with the organization. Content is a primary vehicle for driving that engagement year-round. Unlike one-off events, content can deliver continuous touchpoints that remind members of their association’s value on a regular basis.
Recent surveys underscore just how much members crave relevant content. In a 2023 study of association members, respondents ranked email newsletters and publications as their #1 and #2 most important member benefits outranking networking events and discounts. This is a striking reminder that information resources (news, articles, research, etc.) are highly valued.
Members join associations in large part to gain knowledge and stay up-to-date in their field. By delivering that knowledge in accessible formats, associations fulfill a core promise to members.
Moreover, valuable content fosters a sense of connection and community. When an association consistently shares insights, tips, and tools that help members solve problems or advance their goals, it builds trust. Members begin to view the association as a go-to resource and partner in their success. This strengthens the member’s relationship with the organization.
Over time, those positive content-driven interactions accumulate into loyalty. As one association consulting study noted, members who engage in multiple high-value activities (like reading publications, attending webinars, etc.) have dramatically higher renewal rates, in fact members with three or more high-value engagements were nearly 100% likely to renew in one analysis. Clearly, engagement feeds retention, and content is a reliable way to keep members engaged outside of events or meetings.
High-Performing Content Types That Engage and Educate
What kinds of content deliver the most member value? While every audience is different, associations have found success with a variety of formats. The goal is to meet members where they are—some prefer a quick infographic or checklist, others will dive into a 20-page whitepaper or attend a 60-minute webinar. Diversifying your content mix helps reach members with different learning styles and needs. Here are several content types that tend to perform well for nonprofit associations:
Webinars and Virtual Events
Online webinars are a staple for many associations because they offer live interaction and education. Members appreciate opportunities to hear from experts and ask questions in real time. Webinars can be recorded and repackaged as on-demand videos later, extending their value. For example, the American Lighting Association launched a podcast-style webinar series (“That’s Brilliant!”) to discuss lighting design trends, providing members with convenient education in audio form. Many associations report strong turnout for webinars; even though one study noted only 53% of associations saw an increase in webinar attendance in a recent year, they remain a highly used format, especially for continuing education.
Articles, Blogs, and Publications
Written content like blog posts, articles, and industry reports allow members to learn at their own pace. Regular blog posts or an online magazine can provide a stream of timely updates and insights. Associations often invite subject matter experts (including members) to contribute pieces, adding to the credibility and diversity of perspectives. Publications (digital or print), such as monthly magazines or quarterly research reports, offer deeper dives.
These remain popular—in the 2023 member experience survey, industry publications were rated the second most important benefit by members. For instance, the American Institute of CPAs (AICPA) provides members with a library of technical Q&As, practice guides, and case studies on their member website—a treasure trove of information that CPAs rely on for their work.
Toolkits, Guides, and Whitepapers
Practical resources like how-to guides, checklists, templates, and toolkits are incredibly valuable because they help members do their jobs better. A nonprofit association might create a compliance checklist for new regulations or a step-by-step toolkit for launching a community program.
These kinds of resources save members time and demonstrate thought leadership. Whitepapers and research reports also fall in this category providing in-depth analysis on industry trends or best practices. Members often reference these resources throughout the year, reinforcing the association’s role as an authority. For example, a HR association might offer a “Legal Compliance Toolkit” for members containing template policies and checklists, which becomes a go-to resource for member organizations.
Video Tutorials and Recorded Content
Video is an increasingly popular medium for learning and engagement. Short video tutorials, interviews, or even member testimonial videos can put a human face on your content. Videos convey emotion and personality; they’re great for demonstrating processes or sharing stories. Associations are catching on: about two-thirds of associations now use video in their content strategy (primarily for education).
Those that do use video see positive results, according to one expert, associations have seen 88% more time spent on web pages with video, and 2-3x higher click-through rates on emails when using video thumbnails.
Podcasts and Audio Content
Podcasting has exploded in popularity and offers a convenient, hands-free way for members to consume content during commutes or workouts. Surprisingly, fewer than 20% of associations have a podcast yet, which means launching one can differentiate your organization and reach members (and prospects) in a new way. Podcasts can feature interviews with industry leaders, discussions on hot topics, or profiles of successful members.
They create an intimate, conversational channel for engagement. For example, the Construction Management Association of America created the “Construction Leaders Podcast” to discuss construction industry insights and leadership, positioning the association as the voice of its industry. Early adopters like the American Concrete Institute with “Engineering Greatness” have found podcasts to be a natural extension of their content strategy that deepen member engagement.
Online Community and User-Generated Content
While slightly different from produced content, a member discussion forum or online community is a rich source of peer-to-peer content. Members ask questions and share answers, essentially crowdsourcing knowledge. The association can curate highlights from these discussions (e.g., a “top tips from the community this month” post) or create FAQs and resource documents based on common questions.
User-generated content, such as members sharing their own success stories or case studies, can be repurposed into newsletters or blog features (with permission). This not only produces authentic content but also recognizes members, increasing their loyalty. Peer content in an online community can keep members engaged on the platform and coming back regularly to connect and learn.
Email Newsletters and Digests
Email remains a workhorse for delivering content directly to members. A weekly or monthly newsletter curating the latest news, blog posts, or resources is highly valued (as noted, members ranked email digests as their top benefit). The key is to ensuring the newsletter is relevant and concise so that busy members will skim. Personalize it if possible (e.g., sections by interest area). The newsletter not only informs but also drives traffic to your other content (blog, events, etc.). Consistent newsletters remind members of all the activity and value within the association. If your open rates are strong, it’s a sign this content channel is working to keep members engaged.
Of course, these content types are not mutually exclusive. A robust content strategy often repackages a core idea across multiple formats. For example, you might host a webinar, then publish a blog summary of it, upload the recording as a video, and include key tips in the next newsletter. This multi-format approach ensures you reach the maximum audience and get more mileage from your content investment. The best format will depend on the topic and the audience’s preferences which is why many associations experiment to see what resonates (tracking metrics like views, downloads, clicks, and shares to gauge engagement).
Ensure Member Retention: Content for Every Stage of the Member Lifecycle
A smart content strategy supports members throughout their journey with your association, from the moment they’re a prospect, through their first days as a new member, into long-term engagement and renewal. Different stages of the member lifecycle call for different content approaches. By planning content for each phase, you can address members’ evolving needs and reinforce value at every step.
Recruitment: Attracting New Members with Valuable Content
The content journey begins even before someone becomes a member. In the awareness and recruitment phase, your content should demonstrate the value of joining and position your association as a trusted industry authority. Prospective members often consume several pieces of content before deciding to apply or join, so make those impressions count.
Public-facing educational content is crucial here. Examples of recruitment-stage content include:
Thought Leadership Articles and Free Reports
Publish high-quality articles, research findings, or trend reports on your website (ungated or lightly gated) that showcase your association’s expertise. When a potential member finds answers or insights through your content, it builds credibility. For instance, a marketing association might publish an annual “State of Digital Marketing Report” available to anyone, highlighting the kind of analysis members can expect regularly.
Webinars for Non-Members
Hosting an occasional free webinar or virtual panel open to the public can draw in prospects. Choose a hot topic that will attract your target audience. During the event, you can subtly highlight member benefits (e.g., “our members requested this topic” or “members can access the recording afterwards in our library”). This gives non-members a taste of the value they’d get by joining.
Success Stories and Case Studies
Content that features member success can be a powerful recruitment tool. Create blog posts or short videos that profile how a member leveraged your association’s resources to achieve something (e.g., a career advancement, a project success, etc.). Prospects see these stories and think, “that could be me if I join.” For example, the Utah Association of CPAs shared stories of how members used their new online resource library to solve real client problems, implicitly demonstrating the benefit of membership.
Social Media Micro-Content
On social platforms, share snippets of your content (infographics, quick tips, quotes from a publication) to catch the eye of potential members. This content should be helpful on its own (not just ads for joining) for example, a quick 5-point checklist from a longer guide. By providing value in micro-content, you start building a relationship with prospects. Over time, they may seek out more from you.
During recruitment, it’s important that content strikes a balance between showcasing value and inviting engagement. Avoid making every piece of recruitment content a sales pitch. Instead, focus on educating and helping the industry at large. This thought leadership approach draws people in.
Many associations also leverage lead magnets such as offering a free downloadable toolkit in exchange for an email which can feed your recruitment pipeline. However, ensure any content you offer truly addresses a need for your audience; this builds goodwill and interest that can later convert to membership.
Onboarding: Welcoming and Educating New Members
Once a prospect says “yes” and becomes a member, the content strategy shifts to onboarding. The first few weeks of a new membership are a critical period to fulfill the expectations that were set during recruitment. Research shows that new members have about a 90-day window of peak enthusiasm—they’re most excited early on, and if that excitement fades without engagement, they may disengage entirely. Effective onboarding content ensures a new member connects with value quickly.
Key content tactics for onboarding include:
Welcome Kits and New Member Guides
Upon joining, provide a welcome packet (digitally or mail) that explains how to take advantage of membership. This could be a PDF guide or a dedicated webpage for new members. It should highlight important resources (with links), key upcoming events, and maybe a checklist (e.g., “5 things to do in your first month as a member”). For example, a welcome guide might instruct the new member how to log into the members-only portal, join the online community, sign up for the newsletter, and register for an orientation webinar.
Orientation Webinars or Videos
Many associations host a “new member orientation” webinar or video series. This content introduces newcomers to the association’s offerings in a friendly, personal way. It might feature staff or volunteer leaders explaining benefits and encouraging new members to get involved. The Council for Exceptional Children, for instance, has a new member onboarding webinar (as noted in their onboarding 101 guide) that walks educators through how to find lesson plan resources in the member portal. By guiding members to use a resource early (in this case, an educational resource database), you increase the likelihood they’ll form a habit of engaging.
Personalized Welcome and Content Recommendations
A welcome email from the CEO or Membership Director can make a new member feel seen. Even better, consider personalizing content suggestions. If you collected some info about the member’s interests or professional background on the application, use that to recommend one or two relevant resources (e.g., “Welcome! As a new member, you might find our Marketing 101 webinar series and Social Media Toolkit especially useful based on your interests.”). This shows that you’re attentive to their needs and immediately points them to valuable content.
Early Engagement Challenge
One strategy some organizations use is an onboarding engagement challenge or incentive. For example, encourage the new member to complete three specific actions in their first month like reading an article, updating their profile, posting in the community, etc. This can be gamified (earn a badge or entry into a raffle for completing tasks). The reason is to prompt multiple engagements.
Remember, if you can get a member to engage in at least three meaningful ways early on, their likelihood of renewal jumps dramatically. So, content that incites action (not just passive reading) is key here. Invite them to comment on a discussion thread or download a resource and then follow up asking for their feedback.
The tone during onboarding should be welcoming, encouraging, and clear. New members can be overwhelmed by information, so content should guide them step by step. By the end of their first few months, a member should have no doubt about how to tap into the value your association offers.
If onboarding content succeeds, the member will have already attended an event or webinar, accessed resources, and made a human connection (through a community or mentoring program) early in their tenure which anchors them to the community and makes them much more likely to renew. As one membership expert put it, onboarding shouldn’t just inform, it should “…incite action. Members get value by proactively doing something with you… Members who do not engage with you early on are unlikely to do so at renewal time.”
Ongoing Engagement: Keeping Members Active Year-Round
After onboarding, the challenge is to maintain and deepen engagement over the course of a member’s lifecycle. This is where a comprehensive content calendar for ongoing engagement comes into play. The goal in this stage is twofold: continuously deliver value (so members feel they’re getting their “money’s worth”) and build a sense of community and belonging.
Consider a member who has been with the association for a year or more. What will keep them renewing? Consistently encountering content that helps them grow, saves them time, or connects them to others. Strategies for ongoing content include:
Editorial Calendar of Regular Content
Develop a predictable rhythm (e.g., weekly blog, monthly webinar, quarterly report, daily community question) so that there’s always something new for members. Consistency is important. If content drops off for months, members may disengage.
Many associations create an editorial calendar aligning with seasons or known industry cycles (for example, a tax association will push content heavily each tax season). A scheduled cadence of high-quality content keeps members looking forward to what’s next. As MemberClicks notes, content should be “as diverse and dynamic as your membership” and evolve with industry changes, so continuously gather feedback on what members want to learn about.
Interactive Content and Events
Engagement is highest when members can interact, not just consume passively. So mix in content that invites participation. Host live Q&A sessions (perhaps an “Ask the Expert” Zoom call exclusively for members), run polls or surveys (and share the results back as content), or facilitate member spotlights (invite members to contribute articles or be interviewed on the podcast). For example, if your goal is increased engagement, you might focus on “interactive content like webinars, polls, and Q&As that invite members to participate actively.”
Members-Only Resource Libraries
As months and years go by, your association will accumulate a vault of past content such as event recordings, articles, templates, etc. Organize this into a resource library that members can access on-demand. A well-categorized library (with search functionality) greatly extends content value. Members who missed a webinar last quarter can still find the recording; new members can benefit from years of archives. Some associations turn their library into a key selling point of membership.
For example, the Texas Society of CPAs and Utah Association of CPAs implemented an online resource hub that provides on average 7 new content resources to members each month, adding a steady stream of value. This initiative became so robust that it even turned into a top source of non-dues revenue for those associations (through sponsorships or content partnerships), all without needing additional staff or technology investments. In other words, by curating a rich library, they not only engaged members but also generated revenue to reinvest in member value.
Networking and Community Content
Part of engagement is facilitating member-to-member connection, which can be enhanced by content. For instance, start discussion threads based on new content (“We just published the annual salary survey: What are your reactions to the trends?”) to spark conversation.
If you have an online community platform, seed it with good questions or topics regularly. Similarly, encourage user-generated content like blogs or forum posts from members. When members contribute content (even just a comment), they feel more invested in the community. Featuring member contributions in newsletters or on social media (with permission) is a great way to recognize them and inspire others.
Advanced and Exclusive Content
Over time, some members will seek more advanced or exclusive content. Consider creating members-only exclusives such as advanced research reports, certification courses, or an annual “members’ insight” report that aggregates benchmarking data provided by members. Knowing they have access to information or education they can’t easily get elsewhere strengthens the case for renewal.
For example, an association might offer an exclusive yearly benchmarking study (free to members, for sale to non-members) that becomes a must-have reference in the industry. Long-term members appreciate when content continues to challenge and enlighten them as they advance in their careers.
Throughout the ongoing engagement stage, it’s important to listen and adapt. Pay attention to content engagement metrics like which blog posts get the most views or shares, which webinars have the highest attendance, what library resources are downloaded most. These insights help you refine your content strategy to focus on what resonates.
As one content strategy guide suggests, “determine which topics consistently perform well by analyzing page views, shares, and engagement for each piece of content.” If, say, your articles on regulatory changes get twice the traffic of other topics, plan more of that content (perhaps even develop a mini newsletter just for regulatory updates). An evidence-based approach will ensure your content stays aligned with member interests, which is crucial for sustained engagement.
Renewal: Demonstrating Value to Secure Membership Renewals
When the time comes for membership renewal, your content over the past months should ideally have “made the case” for you. If you’ve successfully executed the strategies above, members will have a backlog of positive interactions and resources that make them think, “Of course I’ll renew, I don’t want to lose access to all this.” However, it never hurts to be explicit in demonstrating value at renewal time. Here’s how content can support the renewal stage and even win back lapsed members:
Year-in-Review and Personalized Usage Reports
A powerful tactic is to show members what they’ve gained. Near renewal time, send a personalized summary of the member’s engagement: for example, “This year as a member, you attended 3 webinars, downloaded five toolkit resources, and connected with 10 peers in the community.” This quantifies the value they’ve received. Some associations create a slick “Year in Review” infographic highlighting major member benefits delivered (e.g., “Published 24 industry news briefs, answered 120 member inquiries, provided 50 hours of continuing education webinars…”). Seeing this can remind a member of benefits they might have forgotten. It underscores that their dues were an investment that paid off in specific ways.
Targeted Renewal Content Campaigns
In the run-up to renewal season, plan a series of content pieces that reinforce value and address common objections. For instance, a blog post or email series on “How to Get the Most from Your Membership in Year Two” could provide tips for those on the fence about renewing, encouraging them to explore any underutilized benefits. Include testimonials or quotes from members who initially hesitated but then saw great value after renewing. Real-world stories carry weight. For example, a member might share, “I almost didn’t renew last year, but then I took advantage of the mentorship program and it led to a new job opportunity. I’m so glad I stayed in the association.” Such stories can be featured in renewal reminder communications (with permission). They serve as social proof of the value of sticking around.
Exclusive Renewal Incentives (Content-Based)
While one should be careful not to set a precedent that members only renew for “extras,” it can help to offer a little something special. Perhaps renewing members get early access to a new research report or a bonus whitepaper that others won’t get. Or maybe a free consultation hour with an expert from within the membership. The incentive should be relevant and valuable and ideally tied to content/knowledge. The message is: renew now and unlock this new piece of value. It’s a gentle nudge that adds urgency. Some associations also bundle a discounted resource at renewal (e.g., “Renew by Dec. 31 and receive our online course [a $99 value] for free.”). Make sure whatever you offer is feasible to deliver and still keeps the playing field fair for all members.
Re-engagement Content for Lapsed Members
Despite best efforts, some members will lapse. Content can aid in winning them back too. Develop a lapsed-member content campaign focused on what’s new. Often people leave because they didn’t perceive enough value at that time. If you come back a year later highlighting new resources or improvements (e.g., “Since you left, we launched a new on-demand training library and an interactive salary database for members. We’d love to have you back to experience these upgrades”), you give a concrete reason to reconsider. Share any impressive results or additions (“Our webinar attendance is up 50% and members are raving about the new certification program”). Basically, use content to paint the picture that the association is constantly evolving and delivering more value than ever.
One thing to note: If your engagement efforts have been successful, the renewal decision is largely made before the renewal notice arrives. As a famous finding from ASAE’s research suggested, “by the time you send your renewal notices, it is already too late to make a difference” in many cases.
Ongoing content-driven engagement is what builds to that renewal yes. The renewal period content is just the cherry on top to reinforce and remind. The heavy lifting of retention happens in the engagement stage. Therefore, think of renewal content as a way to highlight and package the accrued value the member has experienced, and perhaps illuminate a few things they might have missed.
Partner with New Target and Improve Member Retention
At New Target, we specialize in helping associations like yours transform content from a nice-to-have into a strategic driver of engagement, retention, and growth. With over two decades of experience delivering award-winning digital experiences, we offer full-service content strategy, creative development, and marketing technology integration tailored to mission-driven organizations.
Whether you’re launching a new member resource hub, rethinking your editorial calendar, or looking to increase renewals through smarter engagement, our team is ready to help. From data-driven planning to high-impact design and delivery, we bring the strategy, creativity, and technical execution that sets your content—and your association—apart. Let’s chat about how we can turn your content into your most powerful member benefit and greatly improve member retention.
