In today’s competitive landscape, professional associations can’t afford to stand still. The question isn’t just how to attract members — it’s how to keep them engaged, year after year, and finding ways to channel that engagement into supporting the associations mission.
For the medical and scientific societies Kenes Group partners with — from professional organisations to federations — two priorities are driving change: boosting revenue from membership and partnerships and deepening engagement across their communities.
From Calendar Year to “Join Any Time”
Not long ago, most associations tied membership to the calendar year — a model shaped by the print era, when journal subscriptions and rosters needed to be finalised months in advance.
Today, with journals online and accessible on demand, that rigid cycle is fading. In its place: flexible, subscription-based memberships that renew on the anniversary of joining. Members, used to Netflix-style convenience, now expect the same from their professional communities — and this is a shift many associations are actively exploring. The model not only smooths revenues into a steady year-round cash flow, but also deepens engagement by creating ongoing touchpoints with members, rather than a single burst of contact during the annual dues period.
Kenes Group guides associations through a review of whether to move to a different model, weighing pros and cons, modelling scenarios, and designing change plans that work for leadership and members alike.
Tiers That Speak to Members
Tiered membership isn’t just about more price points — it’s about more choice.
We are seeing more associations analysing the different segments within their membership and tailoring tiers or packages to suit these distinct needs. One example is the “education package” tier, which bundles access to online learning, event discounts, and targeted professional resources. This model is particularly appealing to early-career professionals eager for mentorship and networking opportunities, while also providing a clear value proposition for associations seeking to engage and retain this audience.
Engagement That Doesn’t End at the Annual Meeting
The most successful associations treat engagement as a year-round effort. Beyond their flagship events, they keep members connected through:
- Benefits and value targeted to segments such as early-career networks and mentorship programmes
- Education and knowledge sharing such as webinars, podcasts, and journal clubs
- Networking through online communities, working groups and special interest groups
For federations, with other societies as members, the challenge is twofold: build strong ties with member societies and reach individual members directly. That means offering opportunities to contribute to mission, strategy, and programming while ensuring the value of content is crystal clear.
The Tools That Make It Happen
Smart technology is enabling these changes. Targeted marketing platforms and social media boost reach, while repurposing content from annual meetings keeps the conversation alive long after the closing session.
Communication has also evolved to be more frequent, multi-channel, and laser-focused on the right audiences. The golden rule? Keep it visual, keep it clear, and make benefits impossible to miss.
Results That Speak for Themselves
Associations adopting these models are seeing stronger retention, higher participation, and more active communities.
One lesson learned: communication is key. We’ve found that using existing networks — whether that’s influential individual members or, in the case of federations, national member societies — is one of the most effective ways to promote new benefits. Members are far more likely to listen to and act on recommendations from their peers. If the offer isn’t instantly clear and relatable, uptake will be limited.
Looking Ahead
For associations considering similar changes, the advice is clear:
- Plan thoroughly, weighing all pros and cons
- Model different outcome scenarios
- Involve members early through consultation and testing
On the horizon, expect more partnership-based engagement, personalised communications, customised packages, and seamless renewals.
The future is about making membership not just a transaction — but a relationship members can’t imagine letting lapse.
By Louise Gorringe, AVP Associations Management (left), and Iva Popova, MarCom Manager (right), Kenes Group
This article was originally published in the #121 issue of the Headquarters Magazine – War & Peace: How to Get Back to the Boardroom in a World Turned Upside Down!, page 48, 49 – September 2025: https://meetingmediagroup.com/magazineissue/hq-121-war-peace-how-to-get-back-to-the-boardroom-in-a-world-turned-upside-down#gsc.tab=0