Ghosted by a member? Yup, that’s scary. You NEED membership renewals to grow your organization.
But fear not! Even if a member lapses, there are still several ways to bring them back. (And these three are eerily good.)
1. Create a win-back campaign
According to Marketing General Incorporated’s 2018 Membership Marketing Benchmarking Report, email is the channel that generates the most reinstated lapsed members. But the success of that all depends on what you’re saying in those post-lapse emails.
To re-engage your lapsed members, take some time to create a strategic and well-thought-out win-back campaign. If you conduct member exit surveys, go through those responses to see why members lapsed in the first place. Then base your email communications on those responses.
Tip: When reaching out to lapsed members, make it more about them and less about you. Rather than saying, we offer X, X, and X benefits, say something along the lines of, “By rejoining organization XYZ, you’ll benefit from X, X, and X.” By using that type of language, you’re letting them know you’re there to serve them and provide them with value - and that’s a reason to rejoin.
2. Offer a discount
For many people, a good deal is hard to pass up. Use that as part of your re-engagement strategy! What’s something valuable that would entice people to re-join?
A few offers you may want to consider…
- A discount on membership
- A discount on event registration
- A free copy of your latest industry report (or some other valuable content piece)
- A free webinar of their choice that quarter or year
Tip: To really get the ball rolling and get lapsed members to rejoin (rather than just reading your email and “thinking about it”), put a time limit on those offers. If they want a discounted rate on your annual event, they must rejoin by the end of the month (or whatever time frame works best for you). Limited offers push people to MOVE.
3. Allow them to customize their membership
We live in a time where people don’t want to pay for products and services they won’t use (and many times, they don’t have to). Think about how many people have cut cable for services like Netflix or Hulu. No sense in paying for channels you never watch.
We bring that up only to say this: If you allow people to customize their membership - even just somewhat - would that entice more people to join? Maybe they don’t want to pay for ALL the benefits you offer; maybe they only want to pay for a select four or five. Is there some kind of lower-level membership they can apply for? If not, that may be something worth considering.
Tip: When developing membership tiers, think long and hard about what benefits will fall in what tiers, and not only that, but how will you price those tiers? Do some research to see how other similar organizations have priced out and implemented their membership models. And note: If you’re worried about everyone just choosing the lowest level, don’t! Remember, it all boils down to value. If you can put together packages that truly deliver membership value, you will have members within each level. It’s just a matter of marketing and communications.
Still not sure how to get started when it comes to creating membership levels at your association or chamber? Check out our free guide on implementing a tiered dues structure at your organization below!