Page 32 - 2018 September Voices
P. 32
FROM THE FIELD
Reactivation
• Work on those members who are chronic • How can new forms of media help you to
late renewals. You know who they are— communicate more effectively with your
segment them and work hard to get them members? What areas of communication
to renew on time. Chasing them after the do you need to employ? Improve? Consider
renewals deadline is costing you (your webinars, Facebook, Linked In, other forms
members!) money. of social media, your website and every area
• When all else fails—utilize the power of of communication where you can promote
the telephone to contact these people. Two to members and prospects.
things will occur:
• They will renew—preferably on the Kevin Cahalane is the author and publisher of
spot, via credit card. The Membership Growth Toolkit, one of the
• They will not renew—however, you largest selling membership development programs
gain valuable feedback which you can in the world. It is the only resource you will ever
analyse and use for higher quality need to gain new/retain current members and build
member engagement. member revenue.
• Ask if you can ‘keep in touch’ with those
choosing not to renew their membership. If
they receive high quality communications,
packed with benefits and value—they may “Growth is never
consider renewing in the future.
It is a very old marketing phrase, but true:
‘It costs 5 – 8 times as much to recruit a new by mere chance;
member as it does to keep a current member.’
Raise the Standards it is the result of
• Seek continuous improvement in all you
do, across the board, to make membership
a truly memorable experience. forces working
• Seek to embrace innovation—what do
you need to change in your organization
and what new member benefits do you together.”
need to add to keep members satisfied.
Ask yourself the question—“why did our
members join us?” Are we still doing the
same old things or are we improving in — James Cash Penney,
areas of service, information, value? founder, JC Penney
32 ONE COMMUNITY
