Associations depend on membership renewals. Renewing a member begins as early as the onboarding process. A high renewal rate signifies members are satisfied with your organization and willing to cooperate. An excellent retention rate is 75% or above. If your association’s rate is lower, it may be a sign there are areas of improvement to look at.
Here are some strategies to tackle challenges in association membership renewal processes.
Examine Member Behaviour to Identify Trends
You may discover subgroups of members lose interest at a specific point in their member journey. You may need help getting members to attend events or engage. Identify where your association may need help holding onto members’ attention and see what changes you can make.
Launch a Member Survey to Collect Feedback
Launch a membership satisfaction survey if you believe there is a significant membership renewal issue. Collect feedback from members. Ask about what they’re happy about, their difficulties, and what they think could be improved. Sending a survey lets your members know you care about their opinions.
Follow Up with Non-Renewing Members
You can collect crucial feedback from former members who still need to renew. Reach out to them. Send a short survey. Ask them why they haven’t renewed and what improvements can be made. If an association is willing to make the right moves, there may be a way to get some past members to return to the association.
Carefully Examine the Membership Renewal Process
Membership renewal should be quick, direct, and short. A few clicks are all you need to renew your membership. This can be done by signing into a website, but some associations also allow renewal by email. It shouldn’t be long or complex by design.
Automate Membership Renewal Processes
If you want to make association membership renewal easier, fully automate it. Allow members to provide credit card or payment info to renew their membership. Auto-renewal plans are in high demand, and membership software makes it easier to set up.
Provide Value to Your Members According to Their Needs
Your association should offer value and benefits that align with members’ needs. Evaluate your offered perks and benefits. Offer new or more attractive advantages if they aren’t appealing enough. Members need a reason to join and stay.
Keep In Touch with Regular Email Communications
Associations and their members communicate via email. For increased renewal rates, an association should not be silent year-round. A recent study shows that only 55% of members feel connected to their professional organizations. Foster a connection by being present. Send a monthly or quarterly email or even a weekly message if/when appropriate. Stay in touch with your members.
Ensure Your Communications Quality Is High
Your emails, social media, and website should be relevant, updated, consistent, and well-written. If you cannot get members to open your email, that’s a sign you may need better writing or a different strategy. The average email open rate for an association is 15-25%. If yours is under 15%, it may be a sign you’re messaging infrequently or too frequently. It may also be a sign the writing is not good enough to get a click.
Email a Reminder to Renew the Membership
Send a kind reminder to members within 30 days of their membership expiration date. Ensure they know their membership is coming up and include a link for easy membership renewal. Some may not know when renewal is or how to do it. This makes it easy for them to arrange.
Create Conversations Among Members to Build Bonds
Building connections between members and positioning your association as a community will likely increase your renewal rates. Start conversations on social media, forums, online portals, or at events. Share industry stories or trending topics. Invite members to contribute and participate in the discussion. This can naturally show people’s personalities and form bonds, especially in person.
Assign a Member Relations Person or Committee
It’s critical to humanize an association. You may check in with members every six months to see if they have any problems or direct comments.
Conversations between individuals are more personal. It lets someone know they are valued and appreciated. It’s also another way to identify and address challenges in membership renewal processes.