Guest Author: Colleen Bottorff, MemberClicks
Former members represent a whole pool of potential new members who are a littleeasier to recruit. Why? They’re already familiar with your organization, so you don’t have to spend time explaining who you are and what you do!
That said, they left for a reason. Here are a few solutions for overcoming common non-renewal reasons when reaching out to your lapsed members:
REASON: Didn’t feel engaged.
SOLUTION: Enlist your active members.
According to Marketing General Incorporated’s 2018 Membership Marketing Benchmarking Report, lack of engagement with the organization was the top cited reason for not renewing membership. This probably comes as no surprise – it’s a common frustration! And you’ve probably tried a number of things to engage members so they never leave in the first place.
Have you ever thought about enlisting your active members in a re-engagement campaign? Here are a few angles to try:
- Show a tangible examples of a member getting value out of their membership.
- Ask them to call former members they had a relationship with.
- Ask them to call former members they’re similar to. (Job role, age, needs, etc.)
REASON: Cost was too high.
SOLUTION: Offer a discount.
Whether it’s personal finances or an employer who’s stopped paying for dues, cost is another big reason for leaving. Offering a discount is a quick and easy way to encourage your lapsed members to come back!
Consider even extending the discount over a few membership periods as a sort of “bulk” discount. (For example, purchasing a three-year membership at $100 off per year.) That way you can count on their renewal for three years (or so), and they’ll enjoy extra savings!