In our Membership Marketing Benchmarking Survey, we asked “when does your organization finish renewal efforts” by months from expiration. We then cross tabulated this against their reported membership renewal rates.
The data appears to indicate that organizations that stop their renewal process earlier are more likely to have membership renewal rates under 80 percent. However, those that continue in their efforts to renew members are more likely to have membership renewal rates over 80 percent.
In fact, those who say that they “don’t stop contact” are 83% more likely to be in this higher renewal grouping than those who stop contact earlier.
Using the same cross tabulation, this trend also appears to be true when we asked in the survey how long a member is “graced” with the continuance of membership benefits after expiration. Organizations with longer grace periods tended to report renewal rates of over 80 percent. In fact, groups that grace member benefits three or more months are nearly three times more likely to have renewal rates over 80% (9% compared to 26.5%).