5 Tips for Better Membership Renewals
Members belong to associations and professional societies for a variety of reasons. Understanding and eliminating potential barriers to renewal can have a dramatic impact on renewal rates. Here are 5 tips to help retain members through your renewal cycle and beyond.
Don’t assume all members see the value of membership equally. Remember, the organization earns the ongoing support of members, members don’t really “owe” dues. Even if they have been members for years, making assumptions about no-brainer renewals can be risky. How well do you understand why different segments of your membership belong to the organization? Are you using this information effectively in your member communications?
Clearly communicate the value of membership. Regardless of your organization’s mission, by the time the renewal decision point is reached there should be no question in the mind of the member that they want to renew. Be sure to answer these questions in your pre-renewal and renewal communications:
What has the organization accomplished recently? Is it using members’ money wisely?
Do members feel good about the organization’s recent accomplishments? Is there a strong positive momentum?
What continued positive impact will the organization have on their life (personal or professional) if they remain a member?
What benefits will they lose if the membership lapses? A succinct reminder of all available benefits of membership should be included in each of your renewal communications. Don’t assume members know about all available benefits – surveys consistently reveal that knowledge gaps in this area are very common.
Start early. Successful membership organizations know that the renewal cycle never really ends, and many begin membership renewal communications up to 90 days before the membership expires. Develop a renewal communication plan that includes 2-3 email or print communications that cover the elements described above and include the option to renew at any time. Take advantage of any related functionality in your Association Management System (AMS). If you’re unsure or need help, contact your vendor or a qualified consultant to help set this up.
Make it personal. Using personalized communications in your member renewal process will drive higher renewals. Address the member by their first name, recognize how long they've been a member, and thank them for their loyalty. Consider including a brief letter from the board chair, executive director, or other widely recognized and influential member. Have them outline the reasons why they belong to the organization. Touch on highlights and achievements from the previous year and use the opportunity to answer any possible questions you can think of that the member might have before committing to another year of membership.
Make it easy. Membership renewal transactions should be super simple and take minimal effort to complete. If your organization does not accept credit cards, it is likely missing out on new memberships and renewal opportunities. Adding this capability is now easier than ever, with a variety of vendors and plans available.
Consider offering (perhaps as a default) authorization for automatic renewals that remain in effect until cancelled. As long as adequate reminders and opportunities to cancel are provided well in advance of processing an automatic payment, this is a very effective retention tool.
Is your association or professional society struggling with retention, or facing process challenges with membership renewals? Contact us today and learn how Eagle Creek Partners can help improve your renewal process and drive higher retention rates for your membership-based organization.
Michael Ulmer, MBA, CAE is the founder of Eagle Creek Partners (www.eaglecreekpartners.co), an Indiana-based consulting practice focused on helping non-profit organizations and individuals set and achieve meaningful objectives for growth and prosperity. He can be reached at 317-563-0414 or mulmer@eaglecreekpartners.co
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