The 5 Biggest Challenges That Clubs and Associations Are Facing

Navigating member management challenges in 2026 requires a proactive approach to association membership trends. Organisations are currently facing a dual crisis: a shortage of volunteers due to burnout and a decline in traditional member engagement. By leveraging member engagement strategies that appeal to digital natives and by benchmarking membership marketing data, organisations can successfully pivot their operations. This includes embracing digital transformation to automate administrative processes and focusing on attracting millennial members through inclusive cultures and value-driven benefits, ensuring long-term viability despite non-profit financial constraints.

Before the introduction of natural gas heating in homes, people used coal-based methods to heat their homes. This resulted in a lot of soot winding up on the walls and wallpaper. One method of cleaning your wallpaper back then was wallpaper putty, which you would roll over your walls to pick up all the soot. However, after the shift to natural gas, many of these wallpaper putty companies were in serious trouble, as people no longer needed to clean their walls as they had before. 

One such wallpaper putty company, Kutol, was on the verge of bankruptcy after this change, and to save their failing business, they pivoted. You see, their wallpaper putty was incidentally quite fun to play with and make little models from, like a sort of rudimentary clay for kids. So they changed their name and how they marketed their wallpaper putty, and Play-Doh was born. Sixty-eight years later, Play-Doh is still going strong, generating an estimated $100 million in annual revenue. 

My point is that challenges come up all the time and can spell disaster, but if you handle them well and make the necessary changes, they can become the biggest wins. So, today let’s have a look at the five biggest challenges that membership organisations are facing today, and what you can do to combat them. 

1. Declining Member Numbers & Engagement 

Active and engaged members are the lifeblood of any thriving club or association. You simply can’t be a membership organisation without members, it’s like being a human without blood, or a car without an engine, it just doesn’t work; despite what the Flintstones would have you believe. 

The issue is that membership growth is slowing across the board. According to the 2025 Membership Marketing Benchmarking Report, membership growth and new member acquisitions are down, with organisations reporting declines in both, and more organisations reporting a decrease in membership. 

Don’t get me wrong, it’s not panic stations; the percentage of clubs and associations reporting growth is still higher than those experiencing decreases, but it is a concerning trend. 

Attracting and retaining members is an ongoing battle, especially in today's world of diverse interests and shifting demographics. Clubs and associations must compete with numerous other activities and commitments that vie for their members' time, attention and money. Keeping members actively involved and invested in the club's community is crucial for its long-term viability and success.

This decline in member numbers and engagement can stem from various factors, including:

• Lack of perceived value: Members might not feel they're getting enough value for their membership fees.
   
• Poor communication: Ineffective communication can leave members feeling uninformed and disconnected.
   
• Limited opportunities for involvement: A lack of engaging activities or opportunities to contribute can lead to disinterest.
   
• External factors: Economic downturns, societal changes, or even global events can impact member engagement. Take, for example, the current cost-of-living crisis; people don’t always have a lot of spare money to spend on their hobbies. So, you need to prove that you’re worth their hard-earned coin.
   
• Changing demographics and interests: Clubs need to adapt to the evolving needs and preferences of their target audience. The average club member is getting younger, and that is shifting the values and interests of the people you need to keep your club running.

The final point is a big one. The representation of older generations in membership organisations is declining; there are fewer Silent Generation and Baby Boomers in clubs and associations now. While the numbers of Generation X and Generation Y in memberships are increasing, many organisations aren’t doing enough to reach out to younger generations. For more on that specifically, read Why You Should Focus On Attracting Younger Members To Your Club Or Association.

Addressing all of these challenges requires a proactive and multifaceted approach. Organisations need to understand their members' needs, provide valuable experiences, foster a sense of community, and adapt to the changing landscape to ensure their continued growth and success.

For a detailed breakdown of how you can combat the loss of members and member disengagement, read How To Stop Losing Club Members and How Do I Keep My Members Engaged.

2. Club Volunteer Shortage & Burnout

It’s not just members who are in increasingly short supply; many organisations are finding it harder than ever to recruit and retain committee members. 

This is for a few key reasons, including:

• People these days are increasingly time-poor. 
• Volunteers feel as though their contributions aren’t valued. 
• Volunteers feel as though there isn’t enough flexibility in their roles. 
• If volunteers feel as though they don’t have enough training to do their job and are just thrown into the deep end, they will either stop volunteering or burn out.
• Outdated or ineffective methods of managing your organisation will push volunteers away. 
• Younger generations have less tolerance for outdated business practices and are less likely to volunteer if they think your operations are ineffective. 

Also, it’s worth noting that when I say younger members, I mean Gen X and Millennials. For the record, all Millennials are now in their 30s and 40s, so when I say younger, I don’t actually mean young. Before you yell at me, I’m a millennial, I’m allowed to call us old. 

Your club’s volunteers work extremely hard to keep everything running as smoothly as possible; it is your job to make that process as easy and streamlined as possible and to make sure they understand just how much you appreciate their efforts. 

To learn more about how to actually achieve this, read How To Keep Your Club Running As Volunteer Rates Drop.

3. Financial Strain On Member Reducing Club Numbers

The financial strain members are experiencing in their personal lives is, unfortunately, the first thing in this article that is firmly outside your circle of control. However, that doesn’t mean that there isn’t something that you can do about it.

Surprisingly, the answer to your members' financial strain isn’t to lower your membership dues. Your membership dues should remain the same or increase each year to keep pace with inflation; they absolutely should not decrease. Instead, you should focus on reinforcing the value of your membership. Clearly communicate the benefits of membership, outlining what their fees contribute to and showcasing the unique opportunities and experiences your organisation offers.

Open and honest communication is key. Explain your membership pricing structure, highlighting how it supports your organisation’s activities, facilities, and resources. Showcase the value members receive in return, whether it's access to specialised equipment, expert training, social events, or a supportive community.

Consider offering flexible payment options or instalment plans to help members manage their financial commitments. You could also explore alternative ways for members to contribute, such as volunteering their time or skills.

By demonstrating empathy and understanding and by clearly communicating the value you provide, you can help members navigate financial challenges while maintaining their connection to your community.

For a much more detailed breakdown of how to properly demonstrate your membership's value in order to combat financial strain, check out Why Demonstrating Membership Value is Key to Increasing Member Retention.

Financial Strain Affecting Your Membership Organisation 

Tough times don’t only affect members; they also affect your club or association’s bottom line. You will lose some members, and costs will increase, so you will need to make adjustments to continue operating. One way to offset this is to raise membership prices; another is to reduce unnecessary costs.

You can do this by reviewing all your spending and determining whether you can renegotiate with suppliers for lower prices or new deals. You can also reexamine how much you’re giving to members. For example, if you regularly offer your members discounts on event tickets or merchandise, you may want to reconsider how often you offer them and how much they are for, and consider reducing them. Giving members discounts is all well and good, but not if it comes at the cost of your profitability.

Also, if you are including free merchandise in a welcome pack, you may want to reduce the amount you’re giving away. Giving new members a club-branded shirt and hat is excellent. Still, if it costs too much, there is nothing wrong with changing that to a club-branded hat and keyring or a keyring and physical club calendar. Your new members will still feel appreciated, but it won't cost your organisation anywhere near as much. 

Another way to deal with this is by leveraging systems like Member Jungle to increase your club’s revenue and reduce your cost of doing business. 

Member Jungle can do this in several ways. Firstly, it can help you save money by automating and streamlining processes like membership renewals and event organisation. Secondly, it can help by giving you extra ways to make money for your club, like an online store, and more ways to attract and promote club sponsors.

For a more detailed breakdown, see How You Can Make Money With Member Jungle.

4. Embracing New Technology To Help Manage Your Members

Recently, I heard an expert discussing the impact of the rise of artificial intelligence on jobs, and they said something along the lines of, “Lawyers aren’t going to lose their jobs to AI; lawyers will lose their jobs to other lawyers who use AI,”. 

Basically, technology, whether it’s the internet, mobile apps, or artificial intelligence, is exactly the sort of threat I talked about in the intro; if you don’t use them, if you stick to the way things have always been done, they can be an existential threat. However, if you embrace these technological developments, make the necessary changes, and harness them, they can be incredibly beneficial to your club and its continued success.  

Embracing technology isn’t about replacing the human element of your club; it’s about freeing up your people to go around doing people things, like art, music, having uninformed opinions and drinking too much. 

Embracing new technology can take several forms: 

• Centralised Management: Using systems like Member Jungle to automate renewals and event registrations so your committee isn't buried in admin.
• AI-Powered Content: Using AI tools to draft your newsletters, social posts, and event descriptions in seconds rather than hours.
• Mobile-First Engagement: Meeting members where they are, on their phones, with digital membership cards and push notifications.

To paraphrase the quote I started this section with, clubs and associations won’t lose members to technology; they will lose members to other clubs and associations that use technology more effectively.

In 2026, "doing it the way we’ve always done it" is the fastest way to become a relic. Membership organisations that harness these tools aren't just surviving; they are setting themselves up for a long, prosperous, and automated future.

For more on this, dive into our blog category all about AI tools, AI and Future of Clubs.

5. Navigating Changing Demographics &  Interests Of Members

One of the biggest challenges membership organisations face today is attracting and engaging younger members. It's a simple fact of life that we all age, and eventually, our involvement in certain activities like clubs will need to come to an end. This means that organisations need to actively recruit younger generations to maintain their membership numbers and ensure their long-term viability.

Below is a breakdown of generational membership trends across the industry.

The blue bars show the actual percentage of club and association memberships currently held by each generation. The green bars represent what those percentages would look like if memberships perfectly matched the general population.

Keep in mind that while Gen Z is a large cohort, only about half are currently over 18; this graph reflects that by including only Gen Z adults, assuming a minimum membership age of 18.

Essentially, Gen Y and Gen Z are significantly under-represented in membership numbers, while Baby Boomers and the Silent Generation are over-represented. You can’t rely solely on the older generations; it’s just not a viable long-term plan. You need to effectively target younger generations. I probably don’t need to say this, but do not chuck the baby out with the bathwater. Baby Boomers and the Silent Generation are still a vital part of your organisation; you just need to target the younger people too. 

Targeting younger generations comes with two key considerations. First, Gen Y and Gen Z are digital natives; we grew up with computers, video games, and smartphones. We are used to everything being digital, and we expect that same level of convenience from any organisation we join. Secondly, younger generations' social perspectives often differ from those of older generations, and your organisation may need to adjust its culture accordingly.

A Quick Disclaimer: This is not about being political, nor is it an attack on anyone's personal values. It is simply a look at the statistical data regarding what different generations tend to prioritise.

Compared to Baby Boomers or the Silent Generation, Millennials and Gen Z statistically hold more progressive views on several key issues. Data shows they are more likely to:

• View climate change as an urgent priority.
• Champion LGBTQIA+ rights and advocate for inclusivity.
• Believe that immigrants and racial diversity are strengths that bring innovation.

That is not to say that those in the older generations don’t believe in those things, or that everyone in the younger generations does; it is just that the younger someone is, statistically, the more likely they are to hold those beliefs.

To attract and retain these younger members, it is vital to create an inclusive environment where everyone feels respected. This doesn't mean your organisation needs to actively champion every social cause, but it does mean fostering a culture of understanding. A crucial step is ensuring there isn't vocal or open opposition to these beliefs within the club. Most people are less likely to spend their hard-earned money in an environment where their core ideals feel unsupported or dismissed. 

What I’m saying is that I don’t need or want my kayaking club to enter a float in Mardi Gras; I just don’t want those ideals and beliefs to be openly mocked within that club. 

We don't all need to agree on everything, but unless those beliefs hurt people, we should respect each other and our differing beliefs.

What Else Can You Do To Address These Challenges?

The world of membership management is evolving rapidly. Whether it’s the shift in member demographics, the rising cost of participation, or the expectations of digital natives, the landscape looks very different from what it did a decade ago.

Like the wallpaper putty that became Play-Doh, these challenges don't have to spell disaster. As long as you keep your head on a swivel, listen to your members, and embrace the technology that makes life easier for your volunteers, your organisation will thrive. Change is just an opportunity to pivot toward a more successful future.

I have referenced its data a few times in this article, so if you want to know more about what the 2025 Membership Marketing Benchmarking Report has to say about the state of membership organisations, read The 5 Lessons We Learnt From The 2025 Membership Marketing Benchmarking Report.

If you are looking for more information on keeping members around for longer, check out 3 Surprise Costs That Make Members Quit.