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planned and systematic way. Revenue—every organization that sells
merchandise, books/manuals, fundraising,
Rapport—First year members! events/functions, professional development
• Design a 12 month ‘keep in touch’ strategy courses, membership upgrades, accessories
to assist your first year members to adapt —needs a revenue earning target and a sales
to your organization—and stay. strategy.
• Gain their acceptance—invite them • Leverage your sales—the more members
to events, ensure they understand the you contact, more often—the more you
benefits you offer and are making full use will sell. This is known as the ‘law of
of these benefits. leveraging’. It is amazing.
• Gain their trust, perhaps appoint a • Have an up-sell strategy—one becomes
volunteer mentor, conduct a ‘meet the two, two becomes four, four becomes ...
president evening’ or give them a little more revenue than Argentina! Example:
extra attention in their first 12 months— they book an event, offer them a second
avoid that dreaded ‘first year non-renewal’! event at a 25% reduction.
• Have a cross-sell strategy—simply put,
Retention—How you engage with your this means adding value to anything they
members: purchase. If you have a retail sales outlet(s)
• Through various engagement channels you can add 15% – 25% in sales with a value
based on demographics, geographics, adding cross-selling strategy.
psychographics, and knowing what
different member segments want and Renewals
need. • Whether an ‘anniversary of joining’
• Offering innovation, value, and benefits renewal or a set annual renewal, the key
to your members. is: commence early and employ multiple
• Creating member advocacy for you, by media approaches.
delivering excellent member service. • Everyone in your organization sells
renewals (particularly during an annual
Review—Gaining member feedback: renewals campaign—staff, committee,
• Encouraging member dialogue through board, other members where possible.
forums and other on-line communication. • Reward early renewals: hold over the
• Use member surveys as a review tool— previous year’s fees? An exclusive gift? A
what your members like/dislike and what discounted offer? Reward early renewals as
actions you need to take to improve. well as promote all the good you’ve done
• First year member review—make contact for members in the past year and what
and stay in touch in this vital first year your plans are for the new year.
relationship building campaign.
VOICES! | SEPTEMBER 2018 31
