Member onboarding is that crucial first date between your association and a new member – it sets the tone for everything that follows. Yet, somehow, many associations treat it like an afterthought, risking both money and long-term loyalty. Let’s unpack why a weak onboarding process might be costing you – and how to fix it.

First Impressions Count (A Lot)

Your onboarding process is the first real experience your new member has with your association after they’ve signed up. If it’s messy, disjointed, or just plain cold, you’re setting the stage for disappointment. It’s like signing up to a fancy gym, then realising the equipment is from 1985 and the vending machine only stocks iced coffees.

When members don’t get immediate value – or at least feel excited about what’s coming – they start wondering, “Did I just waste my money?” That’s how you end up with a non-renewing members.

The Cost of Missed Opportunities

An onboarding process that’s well thought out does more than just say “Welcome!” – it shows members how to get the most out of their membership right from day one. Whether it’s guiding them to perks, introducing key contacts, or inviting them to their first event, these early touches build a sense of belonging and confidence.

If your onboarding is barebones or a total mess, you’re missing golden opportunities to show value – and probably leaving money on the table at the same time.

Onboarding and Retention Go Hand in Hand

Members who feel welcomed, supported and guided in the early days are fare more likely to stay. A strong onboarding experience leads to better engagement, better retention, and better ROI.

On the flip side, treating onboarding as a checkbox task can jack up your churn rates. Replacing those lost members costs more time and money again – and let’s be real, in today’s climate few associations can afford to waste either.

So, What Does a Killer Onboarding Journey Actually Look Like?

Here’s what I look for when assessing a client’s onboarding experience:

Personalised: Use their name, their role, their interests – whatever data you have. Make them feel seen.

Clear: Provide a simple roadmap – how to access benefits, who to contact, what to do first.

Engaging: Mix up the formats – in addition to email think welcome videos, live calls, or even a buddy system

Timely: Reach out immediately after they join, then follow up thoughtfully in the first ~ 90 days. Spread it out; don’t bombard them all in the first week.

Time for a Review?

If your new members are going quiet, or your retention rates are slipping, onboarding might be the weak link. The good news? It’s fixable. Often, a few small changes can dramatically improve the experience – and your revenue.

I’ve created a simple, fixed-price Member Onboarding Check-Up. 

What you get:
✅ A review of your current onboarding journey and existing comms
✅ Feedback on strengths, gaps, and quick wins
✅ A 30-minute debrief call with key recommendations

Price: $950 + GST
Turnaround: Within 10 business days 

If you know your onboarding could be better, but you’re not sure where to start, this is for you. 

Want a second set of eyes on yours? Get in touch.

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