5 questions to consider for managing membership renewals

Managing a membership renewals process includes a strategic communication plan that considers five questions: How frequently to send renewals, when to send them, what communication types are best to use, what to say, and how to make it easy for members to renew.

Membership programs are more than an opportunity for nonprofit organizations to diversify income; they are also a great way to cultivate lasting relationships with the people who support your mission. Over time, loyal members often contribute at a level on par with annual donors or become more involved with your organization as volunteers, major donors, or committee members.

These are important relationships, so managing your membership renewal communications should be planned out as just as strategically as your asks and appeals.

Here are 5 key questions to consider for managing a more effective membership renewal process:

1. How many renewal reminders are you sending?

First, determine how many renewal reminders you will send. A single reminder is easy to miss, but too many can leave people feeling overwhelmed. Take a look at how many other communications your organization is sending on a regular basis to figure out the right number for your audience. Two or three reminders is usually a good balance.

2. When in the renewal cycle are you sending them?

Once you know how many reminders you are sending, be strategic about when you send them. A member should receive their first reminder with enough time to renew before benefits lapse. This is especially important to consider if you are mailing your reminders to allow time for potential delivery delays. Try sending the first reminder a month before the membership expires so that your members have plenty of advance notice.

After the first reminder goes out, you will likely start receiving some renewals. Make sure that you update your membership records as the renewals come in so that your mailing list for the subsequent batch is accurate and up to date. Your next reminder should be sent only to expiring members who did not respond to your initial outreach. This reminder could be scheduled to arrive the month of the expiration date or shortly after the expiration date.

Sending a third communication is your opportunity to reach lapsed members. If you wait several months to a year, you can run larger, less frequent lapsed member appeals.

3. How are you sending them?

Think about sending a mixture of emails and printed letters. If you have inconsistent contact information for your members or your members have different communication preferences, adjusting your approach to include both emails and letters can help you reach as many members as possible.

4. What are they saying?

Membership is often an entry point to philanthropic building, so treat your renewal reminders as important touchpoints with your supporters. This is an opportunity to celebrate the impact of their most recent membership. Share some success stories that your organization achieved over the past year and let your members know what lies ahead for your organization. Also, you will want to make sure that any tangible benefits your members receive in exchange for their contribution are clearly described.

5. Are you making it easy to renew?

A renewal reminder is a call to action. Your mailings and emails should make it as easy as possible for recipients to renew their membership on the spot. Make sure your mailed letters include a pre-addressed remittance envelope and a response form. Your email reminders should always include a direct link to an online membership form and instructions for other payment options.

Conclusion

Loyal members are a key group of supporters who care about your mission. A thoughtful membership renewal strategy will be appreciated by your members and help those relationships flourish.