Tip #8: Retention Starts on Day One

Golden handcuffs are not enough anymore! I belong to six associations (eight if you count my gym and church). One of these associations I just “dumped” and another one is on the discard list. In both of those cases, I joined because of a specific exclusive service (the golden handcuff). I joined the others to take advantage of opportunities and to network. As I made the decision to discard two memberships, I made two key observations that have changed the way I approach my association’s membership development.

Joining & Renewing Are Two Different Decisions

1 – The reason I join and what makes me stay are different. Look at association #1 (that I dropped). I joined for the certification program. Joining saved me money, and renewing would continue that savings. I dropped this membership because there was nothing behind that one service – and I have access to that service as a non-member. This tells me that unless we have a golden handcuff (e.g., state-required insurance not available anywhere else) that can’t be circumvented, I better know what else my members want so I can build value.

2 – I want a relationship. Neither of the associations on my discard list attempted to create a relationship with me. Nothing in the materials they sent indicated they knew who I was. Also, at least 75% of all communications were sales-oriented. Contrast this with my other memberships where I receive personalized communications, regular “news and info” and opportunities to interact with members (via listservs, email, website, meetings, committees, etc.)

Give your Member Retention program a check-up!

• Analyze non-renewing members’ behavior with your association. Have they participated in events, purchased items, communicated with staff?
  
• Look at non-renewing members across demographic categories. Are there certain categories that have a higher or lower renewal rate?
  
• Conduct a lapsed member survey, preferably by phone. Consider contracting with an intern or survey company to remain as objective as possible in the process.
  
• Conduct an audit of the communications you regularly send members. How many are marketing vs information? How many include the members name or are personalized beyond name?
  
• Check out Resources for Retention for more ideas.

Want more ideas? Contact us and we’ll be happy to share some of the ideas we’ve found as well as our own experiences.