Blog: keeping members close - why good communication matters

BIAZA Corporate Associate Romax on why communication is the key ingredient to a good relationship with members:

Most membership teams know the feeling. A member joins with enthusiasm, visits regularly for a while, opens the first few emails, maybe attends an event or uses a benefit, and then, slowly, the relationship becomes quieter.

By the time renewal comes around, the question is not simply “will they pay again?” It is “have they felt connected enough to want to stay?”

For zoos and aquariums, retention is not just an admin issue. It is about relationships. Members are often some of the most committed supporters an organisation has. They may visit often, bring friends and family, donate, adopt animals, attend events, volunteer, or speak positively about the organisation in their own communities. Keeping those members engaged matters.

It also makes good practical sense. Research suggests that even a small increase in retention can have a significant impact on long-term income, while attracting new members is often far more costly than keeping existing ones engaged. But retention does not happen by accident. It depends on the experience people have throughout the year, not just at the point of renewal.

What makes a member feel valued?

The member experience is shaped by lots of small moments. How easy was it to join? Did the welcome email feel warm and useful? Were benefits explained clearly? Was it simple to update details or renew? Did communications feel relevant, or did they feel generic?

Members value different things, so there is no single answer. For some, added value might mean behind-the-scenes access, member-only opening hours or early booking for events. For others, it might be convenience: - clear renewal reminders, easy digital access, or the choice between physical and digital membership cards.

The key is understanding what your members actually want, rather than assuming you already know.

A simple annual survey can be a good starting point. It gives members a chance to say what they value, what frustrates them and what would make membership more useful. It can also help teams track changes over time, especially when combined with basic measures such as renewal rates, email engagement, event attendance or Net Promoter Score.

Communication is part of the experience

Once you understand what matters to members, communication becomes much more than sending updates. It becomes part of the member experience itself.

Good communication helps members feel informed, recognised and connected to the organisation’s purpose. It reminds them why they joined in the first place. It also helps them make the most of their membership, whether that means visiting more often, booking an event, using a benefit, supporting a campaign or renewing at the right time.

This does not always mean sending more. In many cases, it means sending better - clearer, more relevant and better-timed messages.

For example, a family member may want practical information about visits and events. A donor-member may respond more strongly to conservation stories and impact. A corporate member may value opportunities to connect, learn and show support for the sector. Treating all of these groups in the same way risks making communications less useful for everyone.

For organisations with large and varied memberships, good data is what makes this possible. Clean records, clear preferences and well-planned renewal journeys help teams send the right message at the right time, whether that is by email, print, digital membership card or another channel.

Practical ways to improve member communications

A few simple changes can make a big difference:

• Keep member data clean and up to date, so people receive the right information.
• Use annual surveys, renewal data, engagement rates and Net Promoter Score to understand what members value and track whether changes are making a difference.
• Segment communications where possible, rather than sending everything to everyone.
• Make renewal journeys clear, timely and easy to follow.
• Use simple calls to action so members know what to do next.
• Test different subject lines, messages or formats to see what works.
• Make sure digital and printed communications feel joined up.
• Track what happens, so decisions are based on evidence rather than guesswork.

The most useful communications are not always the most complicated. Often, they are the ones that make the member feel remembered, informed and part of something.

A stronger relationship all year round

Member retention is built throughout the year. It is shaped by every visit, every email, every renewal reminder and every moment where a member feels that their support matters.

For zoos and aquariums, this is a real opportunity. Members are not just customers. They are part of the wider community around the organisation’s work in animal welfare, conservation, education and public engagement.

Good communication helps keep that relationship active. It helps members understand the value of staying involved, and it helps organisations build a more stable and engaged membership base for the future.

Romax works with membership organisations to improve member communications, data management and campaign delivery.