Membership retention is not a once-a-year crash program implemented in desperation to boost numbers.

Recruitment is only part of the membership formula. The other part is retaining members by persuading them that joining was a wise decision. As simple as it sounds, members who are welcomed, advised and informed, involved, and recognized and who perceive the organization is benefiting them will renew year after year.

To assure an organization's viability, membership retention should not fall under crisis management but should be an ongoing and methodical activity throughout the life of the organization.

Retention activities should begin immediately when a member joins, to ensure the member's sense of belonging and to enlist his or her participation.

Active new members are more likely to renew than those who remain on the sidelines.