Wednesday Roundup: How To Improve Retention Rates, Part 3

Administrative Management, Growing Your Membership
Improve retention rates

Can you believe we’re already into the 3rd week of October? If you’re looking to make improvements to your association or planning for the upcoming year, one strategy all membership managers could focus on is member retention. Last week, we discussed ways to improve retention rates by simplifying the renewal process. Specifically, by making dues invoices easily accessible, offering multiple year signups, and creating incentives to pay by offering prizes for those who renewal within a certain time period. If you missed it, check it out here: Wednesday Roundup: How to Improve Retention Rates, Part 2.

This week, we’re discussing ways to improve retention rates by boosting member engagement. If a member feels engaged in your group, it’s likely they’ll see value in their membership – aka, they’ll renew.

How to Boost Member Engagement?

Think about the type of members you serve. What are their needs? Why is your association important to them? If you can’t answer these fundamental questions, take a step back and review your audience. Once you’ve got a grip on member needs, strategize engagement tactics like events, discussion groups, or surveys around those specific needs. Try out a few of the tactics below.

Reach out often

To stay in front of your members and increase the likelihood of their engagement, send out frequent e-blasts on upcoming events, association news, member spotlights, and more. Communication is a key component to your strategy – just make sure your message is professional by checking these 5 steps before clicking send.

Collect Feedback

To keep a pulse on member happiness, send out 3 or 4 surveys a year. Collect reviews after an event, at the start of the year, end of the year, and before your next strategic session. Not only will this feedback tell you what you can do better but it also helps cue you in on the things you’re doing right.

Renewal Social Media Campaign

During renewal season, create a social media campaign where current members share the reasons why they joined. Create a hashtag and encourage members to tag your social media accounts. To boost engagement ever further, offer up prizes for members who post every day leading up to the renewal date. Not only will this reinspire current members but it’s also free advertising for your group.

Fresh Content

Nothing brings down a website like old, outdated content. Show your members you care about the currency of your resources by frequently updating your blog, releasing white papers, or posting on social media. Plus, the more content you share (good content, that is) the more likely you’ll be found on search engines.

Member engagement starts with a genuine understanding of your audience – what your members need and what motivates them to stick around. Once you’ve got that, test out a few of the strategies above. Measure your results and test again.

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