Need help retaining more of your members? Here are Must-Do Retention Strategies: (Continued from last month)
4. Make Onboarding a Priority
To retain more of your members, you must focus on onboarding. Get them acclimated to your organization. Set expectations for how often you’ll be in touch and what type of content to expect.
The best way to do this is to create a starter kit for new members. This starter kit may be a downloadable PDF file, a dedicated “start here” webpage, or a set of resources that you actually mail out to your new members. Your starter kit is likely to vary based on each member’s intended end goal. You should create multiple starter kits based on each type of member that you anticipate and also a general starter kit for members who click “other” in your self-filtering survey.
Here are a few ideas on what you may include in your starter kit:
- A brief history of your organization with emphasis on your vision and how you help members succeed
- A tutorial of how to use your website, including how to access your member resources
- A list of ways to contact you (i.e. email, phone, social media)
5. Ask for Testimonials
Testimonials are the lifeblood of every organization. They provide much needed social proof for prospective members.
However, testimonials are also great for retention purposes. Consider sending a new batch of testimonials to your members every six months or every year. These testimonials should be selected for their diversity, showing the multiple ways that your members have benefited from your organization. These types of testimonials are inspirational and it prompts your members to think of how they’ve also grown and progressed by becoming a member of your organization.
6. Create an Easy Renewal Program
Is it easy for members to renew their membership? A complicated renewal process is a major contributor to member churn.
State Retention Chairman
Indiana Knights of Columbus
1. Market to the Proper Audience
Start by asking yourself, who will benefit the most from my organization?
A common mistake to avoid is incorrect targeting. Instead of narrowing down their scope, many organizations market to a wide variety of prospective members. This eventually leads to churn. Why?
New members join up with the wrong expectations. Perhaps drawn in by well-meaning but somewhat inaccurate marketing promises, the new member quickly becomes disillusioned with your organization because it’s not addressing their true needs. They’ll eventually leave and you’ll be left wondering why you couldn’t retain them.
To put it simply, your organization wasn’t the right fit. It’s a painful truth but ultimately freeing once you realize that by not targeting everyone, you’re able to actually target the perfect prospects.
It’s important that you market to those who are most likely to:
A)See the value of joining and aligning with your organization
B)Get active in your organization
To find these prospects, you’ll have to get clear with your message. Explain the following:
- Who you are
- Why you are
- How you help
- Who you help
- What you do
2. Focus on Benefits
Connected to the above point, emphasize your membership benefits to both current and prospective members.
Start off by writing a list of benefits that your members enjoy.
Next, decide how you’re going to highlight these benefits to your members.
For prospective members, you’ll use convey benefits through your marketing materials.
The best way to keep members engaged is to keep them informed.
For current members, you can gently remind them of your membership benefits by sending congratulatory emails whenever the member reaches a specific milestone
3. Segment Your Members
People join an organization for different reasons. Make a list of the reasons you think people would join your organization. (Hint: These reasons are likely to mirror the same benefits listed above.)
Once you’ve made an exhaustive list of reasons why prospective members would be attracted to your organization, turn it into a survey. Ask new members why they joined your organization and present this multiple choice survey. Be sure to include a space for “other” along with a prompt for them to elaborate because there may be a reason you hadn’t considered before.
Allow them to self-identify based on their individual needs and interests.
This survey is key to your retention strategy because it allows you to set the member on the right path. For each reason, you’ll create a member journey and profile. This will inform what type of emails you’ll push to the member.
Remember that your goal is to help the member reach their goal, and to do this successfully, you’ll need to be completely focused on what content you provide. You definitely don’t want to send irrelevant content. It translates to inbox clutter and eventually member churn.