According to Nonprofit Marketing Guide.com, for the first time in five years, nonprofits consider donor retention to be a more important communication goal than donor acquisition – and we have to say, we agree. After all, what’s the point of acquiring new members if none of them are going to renew?
We know, we know. Easier said than done. Retention strategies vary by organization, and what works well for some might be a total flop for others. That being said, there is one factor that contributes to membership retention no matter what industry you’re in, and that factor is value.
Ultimately, members renew based on the perceived value of your organization. But value isn’t a “one size fits all” type of offering. What one member finds valuable might be meaningless to another.
Not sure how to provide your members with value? Check out some of these popular techniques:
- Offer members-only content on your association's website - This is a great way to encourage prospective members to sign up, and more importantly, convince current members to renew. If you go this route, make sure your content is up to date and relevant to members.
- Offer exclusive networking opportunities - For some members, networking is key. The trick here, however, is to offer exclusive networking opportunities that your members wouldn’t otherwise have. People can easily connect with others online, so it’s important that you provide them with additional opportunities.
- Tackle legislative issues that are important to your members - Many associations are committed to tackling legislative issues that matter to their members. To fully convey this value, make sure your organization celebrates any and all big wins.
If you’re at a total loss for what your members want from your organization, ask! Survey your membership with questions about their interests and goals. We guarantee you they’ll be happy to share.
For more tips on membership retention, download our free member retention guide below!