When the typical association professional reviews their full member list, you’ll often find they spend most of their attention focusing on trying to reign in those outlying members that are on the brink of leaving your organization. While that’s a necessary step, there is another group of exiting members that is more commonly forgotten: retirees!
Think about it. Retirees are usually ready to make some big changes and enter a new season of their lives. So it’s your job to make sure they don’t kick you to the curb too! Check out these three ways that you can make efforts to retain your retirees within your association.
1. Include a Retiree Member Type
One of the easiest ways you can help keep those retirees from leaving is to offer them an incentive to stay with a lower priced member rate. A retiree member type will generally be categorized by these three factors, stating that the retiree:
- Has been involved in your organization for a certain amount of time (typically at least 1 year)
- Is over the age of 55 (or whatever age you choose)
- Is retired from employment within your industry.
This member type will generally provide more limited benefits as well, but not always! You can always allow the member to choose 3 out of 5 benefits that they want included in their membership (webinar access, lunch and learns, etc). Also, don’t forget to include a donation section in your retiree renewal form, as retirees are commonly known to be looking to give back to their community and industry more!
2. Create Opportunities for Retirees to Give Back
While every retiree’s life situation will vary, more often than not your organization’s membership will be far more appealing to retirees if you provide some opportunity for them to be seen as a thought leader. Most retirees have grand mass of industry knowledge to give back to those in your organization, so make this a win-win by providing ample chances.
Some key examples of these opportunities could be:
- Leading a lunch and learn
- Providing a mentorship opportunity
- Writing for your organization’s blog
3. Create Content to Appeal to Retirees
Remember that one of your goals to satisfy your members is to keep them up to date with information that applies to their every day life, industry or not. Retirees are going to have a whole slew of needs that will vary from your other members. However, that doesn’t mean these categories wouldn’t interest everyone.
Think about categories that involve:
- Fraud scams currently going around
- The best ways to save
- What to look for in health insurance
While we aren’t implying to totally steer away from your industry topics, think of creative ways to achieve a balance so that you can appeal to a larger member audience.
Worried about more than just your retiree members? You might have heard that there are now four generations functioning within the workforce. Well, that means that there are now four (or soon to be four) generations of members within your association - all with different likes, dislikes, and personal preferences.
Check out our guide, How to Engage Different Generations at Your Association, to find out how you can cater to the different generations!