A healthy, fit association is indicated by the size of its membership, right? Not necessarily.
Retention rate is a far more accurate test of an association's aptitude, since it captures how effectively they're keeping members engaged. Bringing in new members is important, but if people are leaving faster than they came -- that's a problem.
If you’re committed to member retention and growth, it starts inward. Dig in with your members, get creative, be willing to adapt, and tighten up your communication. In other words, you got to up your game!