Do a renewal letter or email, but you don’t want to jump right in and ask them to renew in the first line. However, once you’ve made a welcoming start, and reminded your member about the benefits of belonging, then you need to “make the ask”. Of course, even if they have send through your email or letter, your member is waiting for “the pitch”. So make it urgent and honest - ask them to renew their membership today. And tell them how they can do this quickly and easily. Make a commitment that once you get the renew, you will send her the membership card. DON’T HOLD and wait to send to Department. Your numbers count as well as Department!
2. Make it easy for them to renew
You’ve convinced your member to renew – now be sure you make it easy for them to do so and right away! Provide instructions in your letter or a link in your email, so that your member can act right away and easily renew.
3. Renewal Reminder ‘de Rigueur’
We’re talking renewal letters and emails here, but your organization may think about renewals in terms of “renewal notices”, “renewal reminders” or even “renewal invoices”. But no matter how your process or membership management systems work, you should take the opportunity at renewal time to reach out to all of your members with a personalized message. This shows our TEAMWORK and commitment we need from every member in this organization.
4. Show me the benefits
Receiving your renewal letter or email may have your members thinking about another line from the Jerry Maguire movie: “show me the money”. When they receive your yearly renewal letter or email, they are automatically thinking “what has my association/club done for me lately?” They are thinking about the value of membership and the benefits you’ve provided. So you need to outline the “outcomes-based benefits” you offer.
5. Don’t forget to say thanks and set the scene for the coming year
Your renewal letter or email offers an opportunity to outline the benefits of membership and acknowledge your member’s valued support. But it can also instill some excitement for the coming year – activities, programs or events made possible by their member dues or fees. Use your closing as the opportunity to offer a genuine note of thanks to the member. If you can, customize the closing to suit the member type or the profile of the member so that it is warm and personal – offering up that emotional connection and a sense of membership value that reminds them why they became involved with the Largest Woman’s organization in the first place.
Because of ONE SPECIAL VETERAN!
For God and Country,
American Legion Auxiliary
Department of Colorado - Membership Chair 2016-2017
Department of Colorado - District 4 Executive Chairwoman