Membership renewals are the lifeblood of your organization. After all, no one wants to spend all of their time recruiting new members only to lose them again in the end. If your organization is struggling with membership renewal rates, here are six quick tips to get you back on your feet:
Provide your members with pre-addressed envelopes
Ideally, you want your renewal process to be entirely online. That being said, if you must use paper form renewals, it’s best to provide your members with a pre-addressed envelope to simplify the return process. It’s also not a bad idea to include stamps with those envelopes. You’d be surprised at how many documents sit on people’s desks simply because they don’t have any stamps readily available.
Allow for one-click, online renewals
While it’s good to provide your members with pre-addressed envelopes for membership renewals, it’s better to allow for online renewals. Make it easy on your members by allowing for one-click renewals via email, your website, or member profiles. And if you have an association management system, you can even pre-populate online renewal fields with information from the year before, making it even easier for your members to complete all of the forms they need.
Customize your messages as much as possible
When sending out renewal reminder emails, it’s important to customize your messages as much as possible. Include names, dates, membership types, and other personalized information to make your emails a little more special.
Now don’t panic. Even if you have 3,000+ members, this type of personalization is super easy to do with the help of an AMS. An AMS can integrate with your organization’s database, allowing you to pull any of the member data you’re tracking into a clean and personalized email. Yup, easy as that!
Remind people of the membership benefits
When sending out renewal reminder emails, don’t forget to remind people of the membership benefits they’ll be missing if they do not renew. For example, in your email you could say, “If you are still deciding whether to renew, or just haven't gotten around to it yet, please let us remind you of what you will be missing if you do not renew.” Then proceed by listing the membership benefits.
Consider offering renewal incentives
If your renewal rates seem low, why not try offering some type of renewal incentive? Some members are really enticed by getting something extra, so it’s definitely worth a shot. The incentive could be anything from a limited time discount to a free seminar or webinar.
We’ve said it once (ok, maybe twice), and we’ll say it again – when it comes to membership renewals, you MUST start early. Organizations that start their renewal efforts three or more months prior to expiration are significantly more likely to have an 80 percent or higher renewal rate. So don’t wait! Start sending those reminder emails ASAP!
Now that’s just an overview on improving your membership renewal rates. For a full deep-dive, download our free membership renewal guide below!