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Membership: Rules of Engagement

Posted By Jacquie Durant, Tuesday, October 14, 2014
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You worked hard to get them, now you need to keep them. We all know that the best way to retain our members is to get them involved.

The way we communicate and engage our members has changed considerably in the last ten years. What hasn’t changed is that even in these high-tech times, we all still want to be asked to contribute, friend me on Facebook, follow me on Twitter, or join my LinkedIn group.

Many associations send new members personalized, generic welcome letters/emails as they join. In some cases, the next time members hear from the association is nine months later when it’s time to renew, and then the association wonders why many first-year members don’t renew.

Develop a plan to reach out to members at regular intervals throughout the year; send them a personal invitation to attend an event; invite them to join a committee; solicit their feedback at the 6-8 month point asking if membership is meeting their needs.

The plan will be more effective if you get buy-in from your membership committee and make it easy for them to reach out to new members. Prepare talking points and sample language for your membership committee to personalize and send to new member lists. Putting together plans to reach out to members at regular intervals of 3 months, 6 months and 9 months has proven to be very effective.

Great plans have varying messages:

  • 3 Months: Thank them for joining and give them an overview of their membership benefits. Most new members may not remember all of the benefits that your association offers. Link these benefits sent in the email back to your website where it has more detail and how they can make use of these benefits.
  • 6 Months: Encourage new members to get involved and remind them (again) of their key benefits. Perhaps you can include a testimonial from previous new members on what they found helpful when they were first starting out in the profession or as a new member and how the association was able to provide value.
  • 9 Months: Include a survey to see what benefits are being used and what benefits the association may need to offer. New members are great critics and it’s helpful to find out what they’re actually taking advantage of.
  • 12 Months: Thank them for being a member and encourage them to get involved and renew.

Connect with new members early and often; invite them to get involved. It’s well worth the effort.

Tags:  engagement  ewald consulting  jacquie durant  membership  non profits  retain membership  rules 

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