Every member of an association adds value in both the experience to other members and financially. It has also been said time and time again that it is easier to retain a member rather than recruit new ones. With that being said, your board should be doing everything possible to retain members! Here are four strategies to keep those members from jumping ship.
1. Let them know when their expiration date is official.
They may have ignored previous emails that warned them of their membership ending. An email letting them know that their membership has officially come to an end can give them that extra push to renew. Bold the fact that their membership has expired and list all of the things that they will no longer be able to do without membership.
2. Follow through with inactivation.
Make sure that your database is maintained accurately. Do not leave someone as a member in your website, assuming that they will pay their dues soon. Marking them as inactive will take away their access, preventing them from being able to follow through with member actions and resources.
3. Send a past due notice.
If the member has still not renewed after three months, send them a follow-up email to let them know their membership fees are past due. Give them a new due date to pay by and provide them with contact information for any questions.
4. Send a final message.
The final message should be a thank you for their membership. It can also include a note to the member that their involvement will always be welcomed, should they choose to rejoin in the future.
Staying in consistent communication with lapsed members is the best way to stay at the top of their minds. The goal is for at least one of these reminders to be convincing and catch them at the right time to follow through with renewal.