Before starting
Like many associations, you can find yourself faced with members who decide not to renew their membership.
Good management of your reminders helps you to increase member retention and therefore keep your cash flow afloat.
Find out how to organize reminders effectively for this specific case:
What are the best occasions to contact your members?
To sum up, to increase renewals for year N+1. You might face two scenarios:
For former members of year N-1
These are members from previous years who have not renewed their membership.
It's possible that events in year N prevented them from renewing, just as It is also possible that they'll be motivated to join again in year N+1. In this case, it's best to remind them that your organization still exists! Go ahead and contact them.
For active members in year N
It's essential to maintain links with active members and encourage new memberships.
The success of membership renewal therefore depends largely on the effectiveness of your reminders.
How do I get my members back on Springly?
Identify the members to reconnect with
You can have the list of your former members or active members from Community > Contacts, using the option “Filter by”. For example, to retrieve the active members, just select "Active members on ...".
To reconnect with them, select the contacts by ticking the box to the left of "Last Name", then click on the "Contact" button. A small window will open, letting you create an email campaign or send a quick message.
If you have more than 50 contacts, check the box to the left of "Last name" and click on "Select the XX rows" which appears above the table. This lets you select all your contacts.
Segment your database
You can set reminders in advance to inform members of the renewal deadline. To do this, the first step is to segment your database via dynamic groups.
From Community > Contacts, filter on "Active members on XXX" to get the list of active members to date.
Select the contacts, then click on the "Add to group" button. You can add them to an existing group or create a new one.
For more information on how to create a simple group, see this article.
Create an email campaign for membership renewal
Go to Communication > Email campaigns and click on New Campaign.
You are now in the tab "Recipients". Scroll down, and in the field of the same name, click on "One or several groups". Select the desired group.
Click "Continue", select your desired email template, and write the content.
Once on the Recap page, you can schedule the date to send the campaign.
Sending will be automatic. So you don't have to wait until the current membership has expired to offer your members a renewal.
Relaunching former members
Similar to the previous scenario, go to Community > Contacts, but now filter by "Inactive members on XX".
Link this segment to a dynamic group and follow the same steps from the previous section. Consider these tips when writing your campaign content:
- Send an initial reminder explaining why their membership is important to your association and reminding the causes you support.
- Encourage older members to renew by offering a reduced rate exclusively for former members, as long as it aligns with your finances and bylaws.
People who have already renewed their membership will automatically be removed from this group. For others still in the group, here are some extra ideas:
- Send a second reminder email, specifying that this is the last chance for the reduced rate, and reminding them of a membership deadline if there is one.
- For the last few people who haven't renewed their membership, you can send out a short survey to find out why. Their answers could prove invaluable in helping you build loyalty among your members this year!
- If you offer online registration, include a direct link to the renewal form in the e-mail with instructions to encourage your members to renew immediately.
This article explains how to create and send a great email campaign.
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