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Membership Monday Post 1 (Final)

Membership Monday: Attracting Young Professional Members to Your Association

It’s the question that gets asked over and over and over again:

How can we attract young professional members to our association?

And hey, it’s a valid question! As more and more Baby Boomers enter retirement, and more and more Millennials and Gen Z-ers enter and move up in the workforce, in order for associations to remain relevant (and in existence), they have to start appealing to those younger generations.

And we’re not just talking about “getting on their radar,” but actually getting those young professionals to JOIN associations. (Not the easiest task ever, we’ll admit.)

But good news! In the first installment of our new Membership Monday series, we’re addressing how to attract young professional members to your association. Read on for a few tactics worth trying!

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2 Types of Renewal Emails You NEED to Be Sending

Posted by Callie Walker

Renewal Emails You Need to Be Sending.jpg

Renewals are SUCH a big part of managing your association. Recruitment is tough enough, so once you have those members, you want to make sure they stay.

Now there are tons of best practices regarding membership renewals, but when it comes to communication - letting your members know it’s time to renew - email is one of the best (and most popular) channels to use. In fact, according to Marketing General Incorporated’s 2016 Membership Marketing Benchmarking Report, 77 percent of associations report email as the most effective marketing channel for membership renewals.

That said, what types of emails should you be sending to boost membership renewals? We’ve identified two:

1. Reminder emails leading up to the renewal date

It goes without saying that you need to send your members a few (yes, multiple) reminder emails leading up to the renewal date. Just as you’re busy, so are your members, so you need to keep your communications frequent.

Not sure what to convey in your dues renewal reminder email? Below is an example:

Hi [First Name],

We’d like to take this opportunity to thank you for your support over the past 12 months. We value all contributions to [Association Name], and memberships make up the lifeblood of our organization. Your involvement is extremely important to us and very much appreciated.

That said, we know you’re busy and just wanted to take this time to remind you that your membership with [Association Name] will expire on [Expiration Date].

If you’re still deciding whether or not to renew, or just haven’t gotten around to it yet, please let us remind you of what you’ll be missing if you do not renew your membership with [Association Name]:

[List of Membership Benefits]

We hope that you’ll take this time to renew your membership and remain a part of our community. It couldn’t be easier - just click here to renew!

Kind regards,

[Sender’s Name]

Now as you can see, this is a very personalized email - and that’s intentional. The more personalized your email is, the more likely your members are to actually read it. (And in case you were wondering, with something like an association management system in place, you don’t actually have to input all of those varying fields. The AMS will handle that customization for you.)

2. Reminder emails following the renewal date

Now let’s say even though you’ve sent several reminder emails leading up to the member expiration date, the member still doesn’t renew. Well that’s not to say you should stop sending emails.

Does your association offer a grace period by chance? A grace period is when a member passes their expiration date, but still receives member benefits. (Many associations offer this because it helps boost membership renewals.) If you do offer a grace period, then you’ll absolutely want to stay in contact with your graced members.

Below is an example of a reminder email for graced members:

Hi [First Name],

This is a reminder that your membership with [Association Name] expired on [Expiration Date] and you are now within your membership grace period.

If you’re still deciding whether or not to renew, or just haven’t gotten around to it yet, please let us remind you of what you’ll be missing if you do not renew:

[List of Membership Benefits]

We hope that you will take the time to renew your membership and remain part of our community. It couldn’t be easier - just click here to renew!

Kind regards,

[Sender’s Name]

Now as we mentioned, there are a TON of best practices surrounding membership renewals - tips for when to send emails, how many to send, how long to make your grace period, etc. For a full breakdown, check out our free guide, Best Practices for Membership Renewals!

Best Practices for Membership Renewals  How to increase the likelihood that your members will renew Download this guide

Topics: association management, member retention, membership management, Small Staff Chatter

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