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5 Ways to Combat Communications Fatigue Among Members

Email, social media, messaging apps - oh my! It’s safe to say that the abundance of solutions available these days have made keeping up with communications slightlyoverwhelming.

If you think your members may be experiencing “communications fatigue,” take a look at these five things you can do to combat it:

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Communicating with Your Lapsed Members: 3 Messages to Try

Posted by Callie Walker

Communicating with Your Lapsed Members

When it comes to association management, there are few things more discouraging than when a member lapses. You worked so hard to recruit them! And engage them! And now they’re choosing not to renew?

Ouch.

But the thing is, they may not necessarily be choosing not to renew. They may not be thinking about it at all, which is why communicating with them - both leading up to the member expiration date AND after - is so critical.

Today, we’re focusing on the “after.” What types of messages should you be sending your lapsed members to encourage them to renew? We’ve put together three templates:

Expiration day email template

Remember, it’s crucial to reach out to your members the moment they lapse. A good email to send them might be…

Dear [First Name],

Did you know that your membership with [Organization] expires today? It’s been quite a year - and we’re looking forward to many more!

Please don’t let your membership lapse! There are better options than paying an additional [dollar amount] to attend monthly events as a guest (guest rate is [dollar amount]) or rejoining at the new member rate of [dollar amount].

The good news is, there’s still time to renew!

  1. Click on this link, [renewal URL], and follow the prompts.
  2. Call us at [phone number] and we’ll renew your membership over the phone with a credit card.

Remember, [Organization] values you and helps you meet your professional goals in several ways, including:

  • [Benefit highlight]
  • [Benefit highlight]
  • [Benefit highlight]
  • [Benefit highlight]
  • [Benefit highlight]

Please let us know if you have questions or concerns. We’re here to serve you!

Best regards,

[Name]

[Title]

90 days past renewal date email template

*Note: This template will work for 30 days and 60 days past the renewal date as well. The more you can communicate with your lapsed members, the better!

Dear [First Name],

First and foremost, we want to thank you for your membership with [Organization]. According to our records, your membership fee is currently 90 days past due, and we don’t want to lose you! We greatly value your support, so we’re reaching out one last time to ensure continuation of your membership benefits.

[Organization] values you and helps you meet your professional goals in several ways, including:

  • [Benefit highlight]
  • [Benefit highlight]
  • [Benefit highlight]

In order to renew your membership, full payment in the amount of [dollar amount] must be received within 10 days from the date of this email. If your payment is not received by this date, we will assume that you wish to discontinue your membership.

Please contact [representative] at [phone number] if you have any questions or if there’s anything we can do to help.

Best regards,

[Name]

[Title]

Member drop email template

Still no renewal? It’s time to send one final message. But you can still make it convincing! For example…

Dear [First Name],

You will be missed!

We regret to inform you that your membership with [Organization] has been cancelled.

We want you to be informed that as a result of your non-membership status, your [business or organization] will no longer have access to the many benefits of a [chamber or association] membership, including:

  • [Benefit example: Networking opportunities]
  • [Benefit example: Education, training, and certification]
  • [Benefit example: Business and industry development]
  • [Benefit example: Legislation]

Please know that your business and participation with [Organization] are always welcome, and that it’s the investment from [organizations or individuals] like you that allow us to better serve our [community or industry].

In the coming year, we are excited to take on many new initiatives, including:

  1. Launch a program to…
  2. Continue advocacy efforts by…
  3. Enhance member value by…
  4. Collaborate with…

We want you to be able to take advantage of these initiatives, as well as the many other benefits we aim to provide.

If you have any questions or want to discuss rejoining the [chamber or association], please don’t hesitate to give us a call. You can reach us at [phone number] or [email].

Best regards,

[Name]

[Title]

Now our hopes for you are that your members don’t reach the point above. Remember, retention efforts should start the moment a new member joins your organization. For tips and tricks on how to boost membership retention rates, check our our free Membership Retention Kit below!

Membership Retention Kit  Best practices (and communication templates) to get your members to stay Download this guide

Topics: member retention, Association Views

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