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Churn, Baby, Churn: Three things proactive associations will have done to rescue member retention

 

A valid concern.

Associations and other nonprofits that do not provide direct support or essential services related to COVID, work-from-home, or the economic downturn might be feeling a tad vulnerable by now. Perhaps they fear that their members, when faced with tough choices and competing priorities, will let their memberships lapse or will cancel outright. 

 

The moment(s) of truth.

36% of membership organizations have “rolling memberships” in which members...

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