Our membership department has always been fairly poor in comparison to most others in regards to rewarding those who have stuck by the club - I feel like they've been severely hamstrung by those above them in wanting to reward people who are faithful. Other clubs promised functions for 2020 members, discounts, sent out extra packs and the like - ours froze membership prices and that's about it. I think they actually underfund the membership department. They need more people working for them, more engagement, and a bigger team to actually devise ways to keep members engaged and make prospective members feel like there's an actual reason to join up.