was successfully added to your cart.

Member Renewals: Make it Clear… and Interesting

Achieving a high rate of membership renewals should be a goal for any membership organisation. Membership renewal letters should be considered a key marketing tool and not just a tax invoice.

The following advice led to an organisation being able to increase its membership renewals to 98%:

  • An attention grabbing headline stating a clear benefit for renewing now.
  • An opening paragraph which instilled a sense of urgency and interest in renewing.
  • A series of benefit statements, listed in bullet point format, that gave compelling reasons why the member should renew.
  • An offer for early renewal (not a huge offer, but something of value to ‘early birds’). This was in the form of a ‘PS’ at the bottom of the page.
  • A call to action at the end of the letter, making it easy for the person to renew.
  • A brochure outlining a member-get-member program, and a reward for introducing a new member (leverage word of mouth marketing and encourage members to recruit their peers)

The result? The organisation gained more renewals before their deadline than ever before. They gained a huge number of new member applications.

Kevin Cahalane

Author Kevin Cahalane

Kevin has been involved in the fields of sales, service, management, retail, training, business development and marketing, for 30 years. As an executive he has worked for companies such as IBM, and The Age newspaper. Kevin has worked with some of Australia’s top Associations, Clubs and other non-profit Organisations including CPA Australia, Financial Planning Association of Australia, Kindergarten Parents Victoria, Deakin University and Zoo's Victoria.

More posts by Kevin Cahalane

Leave a Reply