As you well know, retaining existing members requires a lot less time and resources (aka, money) than recruiting new ones. But you also know that proving and communicating membership value can be tough.
Your membership management software (whether it’s MemberClicks or WebLink) is built to arm you with information that’ll help. Here are a few ways to leverage your software for member retention:
Show them their activity
You should begin tracking member activity as soon as they join. (Or even before they join!) That way you can easily see what benefits they are taking advantage of, quantify those benefits, and explain how the value far outweighs their cost of membership.
What’s more is, you can show individual members what they haven’t used. Who knows, you could open their eyes to something they need but didn’t know was available!
Find out if they’re listening
By reviewing various marketing analytics, you can pretty easily tell who’s paying attention to your communications and who isn’t. Once you know who isn’t, can you figure out why? Or how to get through to them? Maybe it’s time to get a little creative with your messaging so when their renewal time hits, they aren’t missing your reminders. (And so they receive other important information!)
We recommend starting by looking at the metrics in your email module, as well as social media and Google Analytics metrics. (Especially if your website is connected to your database. If not? We can help!)
Automate your email reminders
Speaking of renewal communications - is your process automated? Take some time to write up a set of emails that members will receive leading up to their renewal date. (3 months, 90 days, 30 days, 1 week, etc). Once you have some templates, you can easily set them up in your email module to be personalized and trigger a send at the right time for each individual member.
But, don’t rely completely on email: You’ll want to add more personal touches into your process, too, like phone calls and direct mail.
Make renewing easier
Of course, you should be leveraging your system to make things easier for members in a number of ways. But eliminating barriers to making payments is key. The automatic recurring billing option means they’ll never have to be reminded to renew - and you’ll have one less member to remind!
Make sure that you’re frequently promoting this billing options to members who aren’t taking advantage of it, via email, newsletters, in meetings, on invoices, etc.
Using these parts of your system will make renewal time easier, but there are other ways you should be engaging your members all year with renewal in mind. Take a look at our Membership Retention Kit for tips and an example communication schedule, complete with templates!