Field Notes

How I Help

The Lab Report

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MEMBER RETENTION FOR PROFESSIONAL ASSOCIATIONS

The First 90 Days

You work hard to recruit new members. However, 35-40% of new members don't renew for the second year of membership.

Stop pouring water into a leaky bucket. Fix your onboarding, keep more members and grow your revenue.

STOP LOSING MEMBERS

STOP LOSING MEMBERS

CALCULATE YOUR LOSSES

CALCULATE YOUR LOSSES

THE FACTS

Why the First 90 Days Are Make-or-Break

The first 90 days for a new member are disproportionately influential. It is during this time that:

First impressions are formed

Engagement patterns are established

Value perceptions are cemented

It’s why 70% of new members will decide to renew based on their experience in the first three months.

What is the experience of your members in their first 90 days?

STOP LOSING MEMBERS

STOP LOSING MEMBERS

THE PROBLEM

The Cost of Poor Onboarding

Despite its importance, most associations don’t have an onboarding strategy. Poor onboarding impacts every part of your organisation.

Wasted member acquisition costs. You invest heavily to recruit new members, then lose most within their first year.

Lost lifetime revenue. Each lost member takes years of potential membership fees and additional revenue with them.

Diminished reputation. Disappointed members don’t refer new members.

All that effort to get new members, and nearly half walk out the door.

STOP LOSING MEMBERS

STOP LOSING MEMBERS

The average association loses 35-40% of its first-year members

THE SOLUTION

What The First 90 Days Delivers

The First 90 Days is a system for transforming new members from confused newcomers into engaged advocates who stay, participate, and refer others.

Feel Seen

Personal recognition that acknowledges their specific reasons for joining and makes them feel valued as individuals, not database entries.

Experience Value

Immediate, tangible benefits that prove their investment was worthwhile and build confidence in their decision to join.

Get Connected

Strategic introductions to the community, resources, and opportunities that matter most to their goals and interests.

STOP LOSING MEMBERS

STOP LOSING MEMBERS

Steve helped us achieve a key strategic goal – driving membership growth and improving the member experience. He delivered actionable strategies for member acquisition and retention, revamped our communications and onboarding, and optimized our website and digital touchpoints.

Jen

General Manager, Membership and Commercial Delivery

Steve helped us achieve a key strategic goal – driving membership growth and improving the member experience. He delivered actionable strategies for member acquisition and retention, revamped our communications and onboarding, and optimized our website and digital touchpoints.

Jen

General Manager, Membership and Commercial Delivery

Steve helped us achieve a key strategic goal – driving membership growth and improving the member experience. He delivered actionable strategies for member acquisition and retention, revamped our communications and onboarding, and optimized our website and digital touchpoints.

Jen

General Manager, Membership and Commercial Delivery

the investment

One Investment. Compounding Returns.

The Future of Decision - Making Made Simple

Transform new members into long-term advocates with this full integrated system.

Transform new members into long-term advocates with this fully integrated system.

Phase 1: Opportunity Analysis

$7,340

Complete benchmark of current state

Member journey mapping with gap analysis

System gaps and automation opportunities 

Churn pattern identification

ROI potential assessment

Complete implementation roadmap (implement yourself or proceed to Phase 2)

BOOK DISCOVERY CALL

Phase 1: Opportunity Analysis

$7,340

Complete benchmark of current state

Member journey mapping with gap analysis

System gaps and automation opportunities 

Churn pattern identification

ROI potential assessment

Complete implementation roadmap (implement yourself or proceed to Phase 2)

BOOK DISCOVERY CALL

Phase 1: Opportunity Analysis

$7,340

Complete benchmark of current state

Member journey mapping with gap analysis

System gaps and automation opportunities 

Churn pattern identification

ROI potential assessment

Complete implementation roadmap (implement yourself or proceed to Phase 2)

BOOK DISCOVERY CALL

Phase 2: Implementation

Based on current member losses and expected ROI

Complete system design, build, and launch

All email templates and automation workflows

Staff training materials and implementation guide

Go-live support and monitoring

Continuous improvement system setup

BOOK DISCOVERY CALL

Phase 2: Implementation

Based on current member losses and expected ROI

Complete system design, build, and launch

All email templates and automation workflows

Staff training materials and implementation guide

Go-live support and monitoring

Continuous improvement system setup

BOOK DISCOVERY CALL

Phase 2: Implementation

Based on current member losses and expected ROI

Complete system design, build, and launch

All email templates and automation workflows

Staff training materials and implementation guide

Go-live support and monitoring

Continuous improvement system setup

BOOK DISCOVERY CALL

30-day satisfaction guarantee because my business grows when you're satisfied.

30-day satisfaction guarantee because my business grows when you're satisfied.

Working with Steve was a game-changer for our organisation. His deep understanding of associations, combined with his strategic approach, helped us significantly improve member communication and engagement.

Erik

Executive Director, ACS

Working with Steve was a game-changer for our organisation. His deep understanding of associations, combined with his strategic approach, helped us significantly improve member communication and engagement.

Erik

Executive Director, ACS

Working with Steve was a game-changer for our organisation. His deep understanding of associations, combined with his strategic approach, helped us significantly improve member communication and engagement.

Erik

Executive Director, ACS

the NEXT STEP

Ready to Stop Losing Members?

Book your no-obligation, 15-minute discovery call to discuss your member retention challenges and explore how The First 90 Days can help.

BOOK DISCOVERY CALL

BOOK DISCOVERY CALL

Onboarding isn't just a challenge for professional associations. I spent $1,083, joined every NRL club and documented what happened next. No club acknowledged me as a new member.

the NUMBERS

Calculate the Cost of Member Churn

Let's crunch the numbers on what member churn is costing your association.

New members per year:
Average annual membership fee:$
Number of members who don't renew in year 2:
Average annual additional revenue per member (optional):$
Members lost: 35
Projected lost revenue after 2 years: $14,000
Projected lost revenue after 3 years: $28,000
Projected lost revenue after 4 years: $42,000
Projected lost revenue after 5 years: $56,000

Why Member Labs?

I’m Steve, and I’ve spent 20+ years working with member-based organisations including Engineers Australia, Customer Owned Banking Association and Pharmaceutical Society of Australia.

I founded Member Labs after seeing too many associations struggle with member retention despite having great products and services.

My approach combines:

Direct strategic guidance and full implementation

Specialist expertise brought in exactly when needed (at no extra cost)

No large agency overhead or unnecessary layers

Steven’s strategic insights were crucial in enhancing our member engagement. His ability to simplify complex challenges and deliver actionable and communicable solutions are exceptional. I highly recommend Steven to any membership organisation looking to grow and thrive.

Alistair

Public Policy and Advocacy Consultant

Steven’s strategic insights were crucial in enhancing our member engagement. His ability to simplify complex challenges and deliver actionable and communicable solutions are exceptional. I highly recommend Steven to any membership organisation looking to grow and thrive.

Alistair

Public Policy and Advocacy Consultant

Steven’s strategic insights were crucial in enhancing our member engagement. His ability to simplify complex challenges and deliver actionable and communicable solutions are exceptional. I highly recommend Steven to any membership organisation looking to grow and thrive.

Alistair

Public Policy and Advocacy Consultant

the pathways

Grow with Member Labs

Grow with Member Labs

We focus on three critical areas that directly impact membership growth and success.

START HERE

The Member Experience Review

Find out what it is actually like to be your member.

I join your club and document every moment, from trying to join through to what happens when you stop renewing. You get a scored report and a ranked list of what to fix first.

At the last club I did this for, 17 of 55 touchpoints were properly in place.

See how it works

ONBOARDING

The First 90 Days

Make new members feel like they joined something.

The first three months decide whether somebody renews. I build the welcome, the first game and the moments in between, so a new member knows the club noticed them.

I joined 17 NRL clubs. Not one acknowledged I was new, and seven never sent a welcome email at all.

See how it works

WIN-BACK

The Comeback Campaign

Reach the members who have gone, and the ones about to.

Most members do not cancel. They just do not renew, and nobody follows up. I build the campaign that asks them back, for a fraction of what finding a new member costs.

Every NRL club has my mobile number. Only one used it to invite me to renew.

See how it works

START HERE

The Member Experience Review

Find out what it is actually like to be your member.

I join your club and document every moment, from trying to join through to what happens when you stop renewing. You get a scored report and a ranked list of what to fix first.

At the last club I did this for, 17 of 55 touchpoints were properly in place.

See how it works

ONBOARDING

The First 90 Days

Make new members feel like they joined something.

The first three months decide whether somebody renews. I build the welcome, the first game and the moments in between, so a new member knows the club noticed them.

I joined 17 NRL clubs. Not one acknowledged I was new, and seven never sent a welcome email at all.

See how it works

WIN-BACK

The Comeback Campaign

Reach the members who have gone, and the ones about to.

Most members do not cancel. They just do not renew, and nobody follows up. I build the campaign that asks them back, for a fraction of what finding a new member costs.

Every NRL club has my mobile number. Only one used it to invite me to renew.

See how it works

START HERE

The Member Experience Review

Find out what it is actually like to be your member.

I join your club and document every moment, from trying to join through to what happens when you stop renewing. You get a scored report and a ranked list of what to fix first.

At the last club I did this for, 17 of 55 touchpoints were properly in place.

See how it works

ONBOARDING

The First 90 Days

Make new members feel like they joined something.

The first three months decide whether somebody renews. I build the welcome, the first game and the moments in between, so a new member knows the club noticed them.

I joined 17 NRL clubs. Not one acknowledged I was new, and seven never sent a welcome email at all.

See how it works

WIN-BACK

The Comeback Campaign

Reach the members who have gone, and the ones about to.

Most members do not cancel. They just do not renew, and nobody follows up. I build the campaign that asks them back, for a fraction of what finding a new member costs.

Every NRL club has my mobile number. Only one used it to invite me to renew.

See how it works

Get more members. Keep more members.

Get more members. Keep more members.

Get more members. Keep more members.