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MEMBERSHIP RETENTION

MEMBERSHIP RETENTION. Now that you have them, How do you keep them ?. When does retention start?. The first day a member joins Largest majority of non-renewals come from first-year members Loss rate as high as 50 percent. What is the reality?.

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MEMBERSHIP RETENTION

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  1. MEMBERSHIP RETENTION Now that you have them, How do you keep them?

  2. When does retention start? • The first day a member joins • Largest majority of non-renewals come from first-year members • Loss rate as high as 50 percent

  3. What is the reality? • It is cheaper to retain a member than to recruit a new member. FACT: • When a member is lost, two must be recruited to grow • When a member is retained, new growth occurs with every new recruit

  4. How do you keep them beyond the first year? • Respond and welcome promptly • Demonstrate personal interest • Deliver uninterrupted service • Offer high-quality continuing programs and education • Provide up-to-date resources • Members’ needs change so does the need for ongoing research to evaluate chapter response

  5. Membership Audit • Conduct focus groups • Use telephone, fax, web-based and mail surveys • Contact dropped members to determine why they didn’t renew

  6. Who should you audit? • Your officers • Your members (new and long-term) • Your membership committee

  7. WHAT KIND OF QUESTIONS DO YOU ASK IN AN AUDIT? Why do members join? What do members like about NARFE and your chapter? What benefits do they value most? What don’t they value? Why do they drop out? Do different segments of membership have different retention rates?

  8. Audit Questions (Cont’d) • Which segments represent the highest and lowest retention rates? Why? • What trends are likely to impact membership? • What seems to be the best months for renewal? • In which months do most members not renew? • How does your chapter identify member expectations? • How do you deal with dissatisfied members

  9. Audit Questions (Cont’d) • Is member feedback shared with chapter leadership? • How have member needs changed during the past year? • What products and services do members value most? • What voluntary and/or other organizations are direct competition? • Which chapter retention activities are yielding results and which aren’t

  10. Reasons for Non-renewal • Members don’t see value in their membership • Chapter assumes a member will renew his/her membership • Renewal efforts applied only to long-term members • Not having good members activities to get new member started off on the right foot

  11. Welcome letter New member kit Welcome phone call “Help Letter New member orientation or reception New member survey Publish names in newsletter Postcard invitations New member services “How’s it going? Buddy program New member discount “Thank you for renewing” Welcome all year long New Member Retention Ideas

  12. Long Term Member Retention • Continue to convince them their membership is valued year after year • Provide ongoing attention, communication and involvement

  13. Feedback after meetings Annual report Committee involvement Communicate in preferred manner Anniversary letters Phone calls Reward members who participate in membership drives Add social events to activities. All business is dull!!! Exit phone calls Long-term Member Retention Ideas

  14. Lapsed Members • Former members are better prospects than than those who never joined. • They were once interested in the benefits and services offered to join • They may not know the changes or improvements made by a chapter • Chapters must develop activities that can return lapsed members

  15. Member Loyalty and Programs • Loyalty is built by providing value • Chapters need to constantly evaluate their existing services • HOW ? Make benefit improvements in publications, networking and programs

  16. BEST RETENTION TECHNIQUE Personal contact using: - face-to-face visits - reminder letters - phone calls - email

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