Make it about members
Create a customer service focus
Fantastic customer service is a vitally important component of retention. Your members may make a decision to renew based on one or two interactions with your team so make every interaction with members a good one. See the customer service section for more tips.
Acknowledge and further utilise recruiters
Thank people who introduced new members and give them a bonus (or thank you gift) if the new member renews. It is helpful if that recruiter is willing to follow the new member up prior to renewal.
Protect member only benefits
Don’t give away membership benefits. There is no impetus to join when anyone can get the information they want for free. By keeping member information protected (and visibly so – ensure that callers are always asked if they are a member) in a way that members can see, it conveys the perception that members are part of something exclusive. The one exclusion to this is the provision of “tasters” to prospective members (whether in the e-bulletin or once off advice) as incentives to join.