Associations must move beyond traditional networking roles and deliver stronger value propositions to attract, engage and retain members in an increasingly competitive landscape.
This was highlighted by speakers at the panel session entitled Membership matters: Turning Acquisition, engagement, and retention into growth at the recent Association Day 2026 conference organised by the Malaysia Convention & Exhibition Bureau.
One of the panellists, Alvin Chua, president of Selangor Freight Forwarders and Logistics association, shared how the association had evolved from a 12-member organisation in 1973 to close to 800 companies today.
He said the association’s growth was built on its ability to provide practical value to members through education, policy representation and industry advocacy.
Chua elaborated: “We provide strategic navigation. Members rely on the association to help them navigate changing customs regulations, environmental, social and governance mandates, and international logistics requirements. Companies join the association because they want a stronger voice in shaping industry policies.”
Another panellist, Chong Zhen Feng, president of the Malaysian Dental Association, acknowledged that retaining members remains a challenge for professional associations worldwide, even for long-established bodies.
He noted that younger professionals today expect tangible benefits and immediate value from associations.
To strengthen member engagement, the association has expanded its offerings beyond professional development programmes to include mediation support for patient disputes, partnerships with airlines and insurance companies, and preferential conference rates for members.
Chong added the association has shifted towards more personalised member engagement to improve renewals and retention.
“Instead of just sending emails, we ask our team to reach out personally through phone calls and messages. A lot of the time, it converts and they continue to remain members,” he said.
Meanwhile, Norshafina Ibrahim, president of the Malaysian Institute of Interior Designers, revealed that the institute has more than 4,000 members, the majority of whom are students, making the transition from student membership to professional membership particularly important.
To address this, the institute introduced a seed programme, which works closely with universities to absorb graduating students into the association while subsidising their admission and subscription fees during the early years of their careers.
“We understand that this is a very critical stage of their life. Financial pressures and changing priorities often discourage graduates from joining professional bodies,” she shared.
Sunny Chee, council member, Malaysian Society of Association Executives, observed that while membership numbers are often viewed as a measure of an association’s success, the real challenge lies in giving members “a reason to belong”.
He emphasised that recruitment, engagement and retention should not be viewed as separate functions, but as interconnected elements that contribute to the long-term growth of an association.
“When associations understand their purpose and deliver meaningful value, growth becomes a natural outcome,” he concluded.
