What NOT to Do With Your Member Renewal Campaigns

<span>If you&rsquo;re like most chamber or association professionals, you may be inadvertently focusing on acquiring and engaging your current members without trying to actively retain them for the next season. To pick up your retention efforts, try making your renewal messages SO compelling that it&rsquo;s obvious that they must renew! That said, remember that...</span>
NOTtodoChamber

If you’re like most chamber or association professionals, you may be inadvertently focusing on acquiring and engaging your current members without trying to actively retain them for the next season. To pick up your retention efforts, try making your renewal messages SO compelling that it’s obvious that they must renew!

That said, remember that there are a lot of ways your renewal messages could do more harm than good. To avoid this, check out our list of what NOT to do with your member renewal campaigns.

1. Cultivate a stuffy tone

For the most part, your members aren’t going to resonate with formal and dry language. It typically ends up coming across as impersonal and templated, which will do little to help your case in keeping your members locked in.

Instead focus on:

  • Personalizing your email with member’s names

  • Highlighting upcoming events with exciting language

  • Revealing new or updated benefits
     

2. Send your renewals one week before member expiration

We recommend that you “plant the seed” of renewing before it comes down to crunch time. Why? More often than not, your members will need a couple of friendly reminders and “pushes” before they actually decide to send over renewal dues.

Instead focus on:

  • Sending your renewals at least three months before membership expiration

  • Using postcards, emails, phone calls, etc to try and reach your members

  • Using at least two forms of renewal correspondence
     

3. Offer complicated renewal instructions

If your renewal messages are longer than three paragraphs, your members have probably already checked out by the first paragraph. In our current technological era, your members are used to skimming emails or notes and then moving on!

Instead focus on:

  • Providing a clear call to action on how to renew

  • Making sure your members can get through your renewal in under a minute

  • Suggesting an urgent time frame

It’s true that now more than ever organizations must find a way to differentiate themselves and rethink the way they provide benefits that members value, based on their unique needs. Check out our free guide, How to Increase Chamber Membership Value by Implementing Tiered Dues, to see how you can make your chamber irresistible to your members!

(Note: The guide isn’t just for chambers - associations should check it out too!

Source: blog.memberclicks.com