Digging For Truth: What Really Drives Membership and Retention
📖This article originally appeared in the 2026 Winter Edition of Impact Magazine
Understanding why members join, stay, or leave has long challenged association leaders. In the MSAE25 session Digging for Truth: Uncovering the Drivers of Membership & Retention, Pete Zimek, CAE, explored how combining emotional insight with data science can fundamentally change how associations approach engagement and renewal.