The first 90 days decide.
Members who don't get value early rarely renew, whatever happens later.
Free calculator · about 3 minutes
What if you could grow membership income — before winning a single new member?
Discover how retaining more members — and delivering more of what they value — could increase your income from the membership base you already have.
Growing membership income doesn't always mean recruiting more members. There may be an overlooked opportunity in the relationships you've already built.
- No registration
- Your figures stay in your browser
- Illustration, not a forecast
Example result
Extra yearly income
£57,000£30,000 membership · £27,000 paid services
Extra one-off income
£64,500£45,000 paid services · £19,500 sponsorship
Shown separately. Not added together.
Built by Michael Williamson, who ran customer revenue at O2, Vodafone, Symantec, Staples and Equifax · Current client: Greater Birmingham Chambers of Commerce
Calculate your membership income growth opportunity
Our free Membership Income Growth Calculator uses your own figures to explore:
Retention:What could a small improvement in renewal rates add to annual membership income?
Member value:What additional income could come from greater participation in paid services?
Combined opportunity:What could retaining more members and increasing income from existing relationships mean for your organisation?
Your live illustration
Extra yearly income—
Extra one-off income—
Shown separately. Not added together.
Where extra renewals usually come from
Renewal arrives as an invoice.
Too often members receive a bill, not a reminder of what membership gave them.
Breadth beats depth.
Members who engage in several different ways are far more likely to renew.
One contact is a risk.
When the only person you know at a member organisation leaves, the membership often goes with them.
Why this matters
Start with the relationships you already have
Every membership organisation wants to attract new members.
But there's another opportunity that can be easy to overlook.
The people who have already chosen to join.
Some members leave each year. Others renew but make limited use of the services available to them. And some would welcome more opportunities to learn, connect, develop professionally or grow their businesses.
What if you could create more value from those existing relationships?
Better onboarding could help members see the benefits sooner. More relevant engagement could strengthen renewals. And services such as training, events, certification and professional development could give members more reasons to participate — and more opportunities to invest in their membership.
The result could be a stronger member experience and a more valuable, sustainable source of income.
All before adding a single new member.
How much could that opportunity be worth?
Example result
Extra yearly income
£57,000£30,000 membership · £27,000 paid services
Extra one-off income
£64,500£45,000 paid services · £19,500 sponsorship
Shown separately. Not added together.
Trusted to find the commercial opportunity
The work identified and prioritised the biggest commercial opportunities, helping us focus on the areas with the greatest potential business impact. Michael then helped us shape the high-level commercial design for the future operating model, working back from the business outcomes we wanted to achieve so the commercial requirements were defined before technology decisions were made.
Michael is a strong, seasoned leader with excellent customer vision – and able to turn that into tangible commercial plans. Transformed Vodafone's thinking about prepay mobile in a very short timeframe. Made a major impact across Vodafone's operations across EMEA. One of the very best.
Michael has one of the strongest strategic minds that I have come across in business. He demonstrated a great ability to analyse and understand customer needs and experience particularly in a complex multichannel environment. Michael is also a great listener to not only customers but his teams and colleagues which made him a trusted colleague.
Who built this
Michael Williamson
Founder, Formalus
- running customer-facing change at GM and C-suite level
- 25 years
- customer revenue under direct accountability
- £24bn
- customers added
- 15M
Formalus sells no software, no licences and no implementation. The advice is independent.
Before you begin
Is it really free?
Yes. You do not need to register or give an email address to see or download your results.
What happens to the figures I enter?
They stay in your browser. Nothing is sent to Formalus unless you choose "Send these results to Formalus".
How accurate are the results?
They use only your figures and the scenario you choose. They are an illustration, not a forecast, and they do not show that an improvement can be achieved.
How long does it take?
About three minutes. You can skip any section that does not apply to you.
What is the Membership AI Opportunity Assessment?
A free 60-minute conversation with Michael Williamson, followed by a short written summary, to test whether an improvement is achievable in your organisation.
Who is Formalus?
An independent commercial advisory firm for membership organisations. It sells no software, licences or implementation.
Book a free 60-minute Membership AI Opportunity Assessment
Choose a time that suits you. The calendar is provided by Calendly and loads when you open it.
Calculate your membership income growth opportunity
Free to use. No registration required. Results are illustrative scenarios, not forecasts of achievable growth.
Assumptions and limitations
This looks only at memberships due to renew in the next 12 months. It uses one average annual membership cost. It does not allow for different grades, discounts or multi-year memberships.
New buyers of paid services are assumed to spend the same as members who already buy them.
Figures for paid services are before the cost of running those services.
Figures for advertising, sponsorship and partnerships are before the cost of delivering them, such as stands and event costs. Large deals can vary a lot from year to year.
Each bucket is worked out on its own. The model does not assume that members who renew will also buy more services, so nothing is counted twice.
This is a one-year picture. It does not add growth year after year. It does not include the cost of making the change.
One-off income may not come again in later years.
The results are a guide, not a promise. They do not show that any improvement can be achieved.
If growth is coming from entry-level memberships while higher tiers fall, your average membership cost may be dropping. Run the calculator for each tier separately.
- 01Release time — Existing people
- 02Grow income — Existing membersYou are here
- 03Invest wisely — Future decisions
Create more member value. Grow membership income. Make AI work commercially.
Could your membership organisation achieve more with what it already has?
Membership organisations are under pressure to deliver more value, grow income and make better use of limited resources.
The answer isn't always more staff, more members or more technology.
Sometimes the biggest opportunities begin with what you already have.
Your people. What could they achieve if routine administration took less of their time?
Your members. What could happen if more members stayed, engaged and made greater use of the services they value?
Your investment. What if you knew where better processes and AI could make the greatest commercial difference before committing money?
These are the questions Formalus helps membership leaders answer.
We start with the value you want to create, establish the commercial case and identify the changes needed to deliver it.
Improving Business Performance Through AI Transformation