Member Relationship Management
The key to effectively retaining members is the ability to create and maintain the perception that they are better off as a member than a non-member. Therefore when someone has become a member, there must be a very noticeable difference in the perceived benefits they receive and the level of contact they have with you.
As a prospect they were used to receiving a certain amount of information from your association. The level of contact must be far higher after they become a member. Therefore great care must be taken in designing a member relationship management process that complements other activities.
Member retention is crucial. It should be an ongoing process, not something that is neglected for a while and then causes panic when people realise how bad the retention rate has become. It costs money to get new members. So don’t waste that money by not doing what it takes to get them to renew.
Don’t put barriers between you and members. Have as many points of contact as possible so members feel welcome to talk to your association via email, telephone, fax, forms on the website or coming in to visit. Computerised telephone management systems are not recommended.
Most importantly, the more engaged a member is the more likely they are to renew. However different members have different preferences when it comes to engaging with the association. Some wish to engage with the association but most wish to engage with each other. Therefore it is important to offer a range of engagement opportunities that represent differing time and travel commitments to cater for all tastes available.