Memberships are down. Renewals are lagging. Engagement is hit or miss.
And for many agriculture associations, these aren’t just numbers. They’re a warning sign.
So, what’s going on?
You’re offering programs. You’re sending updates. But what if the solution isn’t about what you’re offering, but how you’re connecting?
Younger Farmers Aren’t Joining
The next generation isn’t joining like the last one did. Millennial and Gen Z farmers aren’t disinterested, they’re just not convinced. Their priorities are different. They’re not thinking five years out, they’re thinking about getting through this week. Their focus is on surviving the season, not signing up for future advantages.
They’ve also grown up with instant access to information and free resources at their fingertips. Their lens on value is more skeptical. They’re asking:
- “How does this help me today?”
- “Is this worth my limited time and money?”
- “Who will I actually connect with here?
And if your agriculture association isn’t showing up with relevant, personal answers to those questions, it might be time to reassess.
The Problem Isn’t Awareness. It’s Relevance.
Your name might still carry weight with legacy members. But for busy young farmers who are juggling day-to-day farming operations, off-farm jobs, and family life, their inboxes are full, their days are packed, and their budgets are tight. Your relevance needs to be clear and delivered in ways that fit their lifestyle.
These members don’t need another meeting. They need mentorship, connection, and access. This might look like:
- Flexible event and meeting formats
- Online communities where they can ask questions and get quick responses
- Access to peers who are in similar situations, are just a few years ahead of them, or industry veterans who have been in their shoes
- Member-only apps or virtual meetups that bring value without adding travel to their calendar
Relationships Drive Retention
Behind every renewal is a relationship.
We’ve seen it time and time again: the most effective membership organizations are the ones that prioritize and invest in human connection, not just in campaigns. That means:
- Making your members feel known, not numbered. This could mean implementing a CRM to track and send personalized communications or organizing smaller, regional meetups.
- Empowering your staff, board, and district-level reps to have natural ongoing conversations, not just an annual ask. This could be offering them communications training and defining what member engagement looks like throughout the year.
- Equipping your ambassadors (aka board members) with talking points that reflect your real value, not just a benefits brochure.
When people feel seen and supported, they stick around.
Clear Messaging Builds Bridges
If your team and members don’t have simple, confident language to describe your mission, your impact, and your benefits, recruitment will stall.
You need messaging that does three things:
- Speaks to today’s pressures
- Shows up clearly in an inbox, on a feed, or in a local conversation
- Is easy for staff, board members, and peers to pass on with confidence
That’s where strategic planning and messaging come in.
At McCracken, we help associations:
- Clarify what sets them apart
- Make value tangible and repeatable
- Equip leaders and ambassadors with messaging that builds trust
- Create systems that turn relationships into renewals
The Bottom Line: You Can’t Fix This With a Flyer
If your membership is declining, you can’t rely on marketing materials. It’s time to start investing in relationships. Because at the end of the day, people don’t renew a postcard. They renew a connection.
Let’s make sure your messaging and outreach are built for the audience you have now and want in the future, not just the one you had ten years ago. We’ll help you refocus your message and tactics and rebuild trust and relevance to keep growing. Need a partner to help you? Let’s talk.
