Key takeaways
- Marketing General's 2026 Membership Marketing Benchmarking Report puts the median renewal rate at 82%, down from 84% in 2025.
- Median first-year renewal is 72%, 10 points lower, so the first year matters most.
- Only 38% of associations reported membership growth, a near-historic low in the report's history.
2026 benchmarks
| Measure | 2026 | 2025 |
|---|---|---|
| Median renewal rate | 82% | 84% |
| Median first-year renewal rate | 72% | 74% |
| Associations reporting growth | 38% | 45% |
Source: Marketing General Incorporated, Membership Marketing Benchmarking Reports, as reported by MGI and Associations Now.
How to calculate your renewal rate
Renewal rate = members who renewed ÷ members who were up for renewal × 100. Count only members whose term ended in the period. For example, if 1,200 members were due and 990 renewed, your renewal rate is 82.5%.
First-year renewal rate uses the same formula, counting only members finishing their first year. Our retention calculator works for members too.
Seven ways to improve renewals
- Welcome new members personally in their first 30 days, by phone if you can.
- Get each new member to use one benefit early, such as an event, course or community.
- Start renewal reminders 90 days before the due date.
- Offer automatic renewal and multiyear terms.
- Call members who haven't renewed by the due date, before they fully lapse.
- Ask lapsed members why they left, and invite them back with a specific offer.
- Report the value members got this year, such as savings, credits earned or advocacy wins.
Associations Now reported that 42% of associations in MGI's 2026 survey use personal outreach to engage members.
How KFG helps
Kensington Fundraising Group's live callers welcome new members, remind members about renewals and win back lapsed members. See the membership renewal call script, renewal email templates and phone outreach for associations.