Memberships Under Threat: Preparing for 2026 Consumer Rights Legislation
The Museums and Heritage Advisor recently reported that from 2026, new consumer rights legislation will allow members to claim full refunds within 14 days of purchasing a museum or heritage membership. At first glance, this may feel like a minor adjustment, but the implications for cultural organisations and associations could be significant.
Leaders across the sector, including the National Trust, Tate, and the V&A, have raised concerns that this legislation, in its current form, could impact membership income. Visitors might purchase a membership, immediately access benefits such as exhibitions or events, and then request a refund within two weeks. In this scenario, organisations would incur costs without seeing the intended benefit.
The Importance of Museum and Association Memberships
Memberships provide more than access; they are crucial for financial stability, fostering loyalty, and building engaged communities that support an organisation’s long-term mission. This applies not only to venues but also to professional associations and membership-based bodies. Membership income often underpins programming, training, and strategic investment.
Reflecting on my own experience highlights how crucial engagement is. I recently joined an association intending to use its resources, but no one checked in to see how I was engaging. I did not utilise any benefits, and when they contacted me 11 months later about renewing, they were surprised that I was not interested. That lack of engagement meant the membership never worked for me, and I am confident I am not the only person who has experienced this.
This example illustrates a wider point: if organisations focus only on the transactional aspect of membership rather than creating genuine engagement, the model becomes fragile. Members need to feel valued from the start and supported throughout their journey to remain committed.
Questions for Cultural Organisations and Associations
The upcoming legislation raises important questions for organisations relying on membership income:
- Are memberships designed to deliver immediate value while nurturing long-term relationships?
- How can organisations ensure that members feel seen, supported, and appreciated?
- Could this change prompt new forms of membership engagement that strengthen relationships rather than treating them as a simple transaction?
Some will see the legislation as a threat to existing models, while others may see it as an opportunity to rethink what membership really means and how to create deeper connections with members.
Using Technology to Strengthen Memberships
While the 2026 legislation may feel like a threat, the right ticketing and membership platforms can help organisations turn it into an opportunity. By tracking how members engage with benefits, delivering automated welcome journeys and highlighting relevant events or resources from day one, technology ensures memberships feel valuable immediately. Platforms also provide insights into usage trends, allowing leaders to adapt offerings, personalise communications and intervene early if engagement drops. When used thoughtfully, these systems support flexible benefits, consistent member communication and data-driven decisions, all of which help cultural organisations and associations maintain loyalty, foster belonging and build long-term, sustainable membership programmes.
Over to You: Preparing for Membership Refund Legislation
At ReWork, we are keen to hear from those leading membership programmes. Are you concerned about this potential loophole affecting your membership income? What steps are you taking to prepare for these changes? Is this conversation already happening within your leadership teams?
Membership should never be simply about exchanging money for access. At its best, it builds belonging and invests in a shared vision for the future. While the new legislation could destabilise older models, it also offers a chance for the sector to think more critically about how to create lasting value for members.
We would love to hear your perspective. Share your experiences and reflections with us because this is a debate the sector cannot afford to ignore.
