Research results often contain a big surprise for association executives. Usually, in surveys, we ask respondents to share their membership status, even though we know from the client’s files who is and is not active.
We find that current members often don't realize they are
members, and former members and prospects usually mistakenly believe they still
are.
Here is not an atypical outcome for one association when
asked in a survey about their membership status.
- 85 percent of current members identified themselves as members of the surveying association.
- 23 percent of former members maintained that their membership was current.
- 15 percent of never members reported that they were current members of the association.
On a larger scale, we also observe some confusion with
members regarding renewals. According to results in the Membership Marketing
Benchmarking Report, one of the top reasons that members do not continue with
the organization is that they “Forgot to renew.”
These challenges hinder growth opportunities by allowing
current and potential members to slip out of a relationship with the
association.
How to Overcome
Member Status Confusion?
There is a tendency to believe that members lapse, and
prospects do not join because they have evaluated your organization and found
it lacking. However, there is some good news in this confusion about membership
status. Because it also means that a significant portion of members and prospective
members are willing to identify with your organization and want to be viewed as
part of the community.
What may be missing for associations that encounter this
type of challenge is a lack of clarity and frequency in communications.
Clarity of
Communications
In any communication effort, the most critical question to
answer is “What do you want me to do?” The call to action must stand out,
whether you're asking a prospect to join or a member to renew their membership.
For example, when it comes to clarity in communication, one of our most
effective messages used to reconnect with former members in reinstatement
marketing clearly defines their status. The opening line for many of our
Winback communications is, “We compared your name against a roster of current
members and found that your membership was no longer active.”
Frequency of
Communications
An insufficient frequency of contact can also lead to
misunderstandings about membership status. Relying solely on emails for
renewals, which may end up in spam folders or be ignored, can result in members
missing their expiration dates. Instead, increasing the frequency of contact by
using additional channels, such as direct mail, online ads, and telemarketing,
helps ensure that members are more likely to make a decision about renewing
their membership.
Telemarketing, for example, as a final touchpoint, can break
through the clutter and motivate members to decide whether to join or not. In
one recent program, the association found that after all their renewal efforts,
a call convinced over 35 percent of lapsing members to renew.
Life for most of us is hectic and complex. Many find it hard
to keep track of their connections, responsibilities, and deadlines. Members of
an association are no different. As the data shows, many members do not realize
their membership status and often neglect to take the necessary steps to stay
members. Understanding member behavior and adjusting communication strategies
accordingly will reduce confusion and help grow membership.
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