Building Member Trust and Loyalty: Relationships That Stand the Test of Time

Audrey Aczel (OCA) and Suzanne Klatt (Director, Northern Credit Union), October 2025.

In today's increasingly competitive and fast-paced environment, organizations often focus significant time and resources on attracting new members. Membership growth is important—it helps strengthen the organization, increase revenues, and expand the collective voice of the sector. However, after nearly 20 years working with the Ontario Co-operative Association (OCA), I've learned that member retention is every bit as important, if not more so.

Trust and loyalty are not built through a single email, annual renewal notice, or sponsorship request. They are built through consistent, authentic relationships developed over time.

Throughout my journey with OCA, I've had the privilege of serving in several roles, including Government Relations, managing the Co-operative Internship Program, Communications and Events Manager, and now Communications Manager. Along the way, I've worked with hundreds of co-operatives, credit unions, sector leaders, emerging professionals, and board members across Ontario.

What stands out most are not the projects or events themselves—although there have been many memorable ones. What I value most are the relationships that have been built over the years. Those relationships have evolved into trusted partnerships that have resulted in sponsorship support for programs and events, volunteer participation on committees and working groups, strong collaboration with the OCA Board of Directors, and countless opportunities to connect members with one another for guidance, mentorship, and support.

Professionally, these relationships have strengthened OCA's ability to serve our members effectively. Personally, they have been one of the most rewarding aspects of my career. There is something incredibly meaningful about knowing that members trust you enough to share their challenges, celebrate their successes, and collaborate on solutions that benefit the broader co-operative community.

So how can organizations build that same level of trust and loyalty? Here are five best practices that have proven effective.

1. Communicate Consistently—Not Just When You Need Something

One of the quickest ways to weaken member relationships is to communicate only when you're asking for a renewal, sponsorship, donation, or event registration. Members want to know that they matter throughout the year—not only when there is a financial transaction involved.

Consistent communication through newsletters, emails, social media, phone calls, member updates and profiles help keep members informed and demonstrates ongoing value. More importantly, it shows that your organization is active, engaged, and invested in their success.

Regular communication also helps reinforce your mission, celebrate member achievements, and keep members connected to the broader community.

The key is consistency. Members should hear from you often enough that your organization remains top of mind, but not so frequently that communications become overwhelming.

2. Make Time for Personal Check-Ins

While newsletters and email updates are important, they should never replace personal conversations.

Some of the strongest member relationships I have developed over the years began with a simple phone call, coffee meeting, conference conversation, or virtual check-in.

Taking the time to ask questions creates a very different relationship than simply sending information. Consider asking:

• How is your organization doing?

• What challenges are you facing?

• How can we better support you?

• Are there opportunities for collaboration?

Even small organizations can make this a priority.

At OCA, where we do not have a dedicated Membership Manager, our staff recently introduced an initiative where each team member is responsible for a specific group of members. Throughout the year, we make a point of connecting with those organizations, checking in on their needs, and identifying opportunities for support and engagement.

Although still a relatively new initiative, the response has been overwhelmingly positive. We've received valuable feedback, identified new collaboration opportunities, connected members who could benefit from each other's expertise, and uncovered ideas for future programs and services.

The investment of time has already proven worthwhile.

3. Listen More Than You Speak

Trust grows when members feel heard.

Organizations sometimes assume they know what members need, but the reality is that member priorities can change quickly. Regular feedback mechanisms help ensure your organization remains responsive and relevant.

This can be accomplished through:

• Member surveys

• Focus groups

• Advisory committees

• Working groups

• Informal conversations

• Post-event evaluations

Equally important is closing the feedback loop. When members provide input, let them know how that feedback influenced decisions or led to improvements.

People are far more likely to stay engaged when they see that their voices contribute to meaningful outcomes.

4. Create Opportunities for Members to Contribute

Loyalty deepens when members become active participants rather than passive recipients of services.

Over the years, I've seen members strengthen their connection to OCA by joining committees, participating in working groups, speaking at events, facilitating at our Co-operative Young Leadership camp, mentoring new co-operative leaders, and supporting advocacy efforts.

When members contribute their expertise and perspectives, they feel a greater sense of ownership in the organization's success. At the same time, the organization benefits from diverse viewpoints, stronger decision-making, and increased capacity.

Many of OCA's most successful initiatives have been shaped and strengthened by members willing to share their knowledge and experience.

Giving people meaningful ways to participate creates a deeper and more sustainable level of engagement.

5. Focus on Retention as Much as Recruitment

Every membership-based organization understands the importance of growth. Recruiting new members expands reach, increases revenues, and strengthens the organization's voice.

However, there can be a tendency to focus so heavily on recruitment that existing members feel overlooked.

Retaining members is often more cost-effective than constantly replacing those who leave. More importantly, long-term members become your strongest advocates. They sponsor events, volunteer for committees, refer new members, participate in programs, and champion your organization within their own networks.

A retention-focused mindset asks important questions:

1. Are our members receiving value from their membership?

2. Do they feel connected to our organization?

3. Do they understand the benefits available to them?

4. Are we regularly seeking their feedback?

5. Are we adapting to changing member needs?

When members feel valued, heard, and supported, loyalty naturally follows.

The Long-Term Benefits of Building Member Trust and Loyalty

Building member trust and loyalty takes time. It requires consistency, genuine interest, and a commitment to putting relationships at the centre of your work.

The rewards, however, are substantial.

Trusted organizations benefit from:

• Higher membership retention

• Increased member engagement

• Greater participation in programs and events

• Stronger sponsorship and fundraising support

• More volunteer leadership

• Better feedback and collaboration

• A stronger reputation within their sector

Most importantly, trust creates a community where people genuinely want to contribute and succeed together.

As a co-operative association, this concept feels especially fitting. Co-operatives are built on relationships, collaboration, and shared purpose. The same principles that make co-operatives successful also underpin successful membership organizations.

Reflecting on my nearly two decades with OCA, I am grateful for the countless members who have shared their time, ideas, expertise, and support along the way. The relationships developed throughout that journey have shaped my career, strengthened our organization, and continually reminded me that membership is about far more than dues or transactions.

At its core, membership is about people.

When we invest in those relationships consistently and authentically, trust follows. And when trust exists, loyalty—and all the opportunities that come with it—naturally grows.

Submitted by: Audrey Aczel, Communications Manager, Ontario Co-operative Association