In the July issue of Associations Now, I had the opportunity to write an article highlighting some of the key strategies needed for a growing and thriving membership ranging from acquisition to engagement to renewals. I think you will find the article helpful. It is available on ASAE and the Centers’ website. Feel free to download a copy. If you are a member, you can also comment on the points that I make.
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4 comments:
Thank you again for contributing to our July issue, Tony! Just so you know, nonmembers can comment on our articles too--you just have to create a nonmember web account (you're asked to provide an email address to create the account). Once you have the web account set up, you can comment away.
Thank you again for contributing such a helpful article to our July issues. I hope you have a good holiday!
Thanks Lisa. I learn something every day. And thanks for your editing that turned the piece into a good article. Tony
What feedback have you received regarding your recommendation to have 10 or more renewal contacts? Is the theory that members need more information before making a decision or that they simply need more reminders in order to stay on their radar?
Hi Chris -- Thanks for the question. In our benchmarking research, we crosstabulated activity -- like how many renewal contacts you had -- with renewal rates and membership growth. The data seems to indicate that associations with overall increases in membership over the past year, as well as those with renewal rates higher than 80% are more likely to attempt more renewal contacts before a membership expires. These increases in renewal rates appear after seven contacts. You can find more of these stats on page 22 of the benchmarking research. Tony
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