1. Write a Powerful Member Renewal Letter<\/span><\/h2>\nYour renewal letter or email needs to speak to each member and make them feel they have a personal connection to and an integral part of an important organization.<\/p>\n
It should be a powerful message that reminds and reinforces the value your organization brings to their personal and\/or professional life. It also needs to acknowledge both the organization\u2019s commitment to the member and the importance of his\/her support \u2014 from the moment they filled out your membership application form<\/a> onwards.<\/p>\nOne way to ensure you are offering up a personal touch is to step back and think about what you\u2019d want to hear if you were a member.\u00a0 You could also consider involving members in the renewal letter process. Why not talk to your board, membership or communications chairs \u2014 perhaps they have some thoughts you can incorporate? To make it even more personal, you might even want to have the letter or email come directly from one of these volunteers.<\/p>\n
![\"Download](\"https:\/\/www.wildapricot.com\/wp-content\/uploads\/2023\/03\/V1.png\")
<\/a><\/p>\n2. Get Members to Renew on Their Own<\/h2>\n
Want to make your life a little easier?<\/p>\n
Why not get members to renew automatically?<\/p>\n
The top membership organizations get their members to renew on their own by setting up recurring dues. Recurring dues is a process that automatically charges a members’ credit card at the end of each period. A member just needs to be set up once, and that’s it.<\/p>\n
There are many advantages of setting up recurring dues, including:<\/p>\n
\n- Time and money saved from processing dues yourself.<\/li>\n
- An increase in cash flow from members’ accounts being charged automatically the second a due is due (no late dues).<\/li>\n
- Since you won’t have to nag your members about late dues, you can save your communication with them for when it counts.<\/li>\n<\/ul>\n
The easiest way to set up recurring dues is to use a membership management system<\/a>, which is designed to automate all the admin tasks for a membership manager (like dues, website updates, newsletter design, event registrations, database updates, and more).<\/p>\nIf you’re looking for a great membership management system to use for your organization, WildApricot is the number one rated system<\/a> used by over 20,000 membership organizations across the world. The best part is that WildApricot has a free 60 day trial for anyone looking to use it. You can get your free trial here<\/a>.<\/p>\n![\"Membership](\"https:\/\/www.wildapricot.com\/wp-content\/uploads\/2024\/03\/free-hoa-software.jpg?v=0\" "\\"Membership")
<\/a><\/p>\n“As our club grew from the 60’s to in excess of 150 members and the need to collect dues and establish membership categories arose, it became very hard to manage everything with the paper system we had been using. WildApricot solved all that perfectly.”<\/em><\/strong><\/p>\n– Fred Finney, Vistoso Cyclists<\/em><\/strong><\/p>\n3. Do This in Your Message for Added Impact<\/h2>\n
If you’re using a membership management platform<\/a>, you’ll be able to use your membership data to personalize renewal emails or letters.<\/p>\nStart the process by thinking about what sets your members apart – for example:<\/p>\n
\n- Do you have a number of membership levels<\/a> or categories? (e.g., student, active member, retired, affiliate, etc.)<\/li>\n
- Do you segment your list based on membership status? (new member, active member; long-standing member, inactive\/ lapsed member, former\/returning member)<\/li>\n
- Do you capture engagement data? (e.g., volunteer activity; attendance at events or professional development sessions; involvement in committees or task forces; etc.)<\/li>\n<\/ul>\n
The more you know about your members, the more you can personalize the letter or email to speak directly to them.<\/p>\n
(And if you don’t know which of your members fall into these segments… it’s time to start asking and tracking!)<\/p>\n
For example, if you know that a group of members have been active on your advocacy committee or interested in an initiative, you might want to highlight the association\u2019s success over the past year and thank and acknowledge their contributions that made this possible in their renewal letter.<\/p>\n
This letter from Forterra<\/a> (formerly the Cascade Land Conservancy) highlights initiatives that this donor’s support has made possible throughout the year and explains exactly which initiatives their membership renewal can support in the year to come.<\/p>\nAlternately, if you have a student membership category, you might want to highlight specific member benefits<\/a> that this group finds most beneficial (e.g., such as professional development or networking events).<\/p>\nYou might also want to consider creating separate letters or emails based on membership status, for example:<\/p>\n
\n- a powerful \u201cwe miss you\u201d message (maybe from the Board Chair?) for lapsed members<\/li>\n
- a personal \u201ccouldn\u2019t do it without you\u201d note for long-standing members<\/li>\n
- a welcoming note for new members renewing for the first time<\/li>\n
- a \u201cwelcome back\u201d note for former\/returning members<\/li>\n<\/ul>\n
If you are struggling to find the best way to address a specific segment, try reaching out to a member or a volunteer who represents that group and get his\/her feedback and insight.<\/p>\n
Note for WildApricot users: you can customize your automated renewal emails<\/a><\/em>\u00a0and create different versions to suit membership segments, categories or levels<\/em>.<\/em><\/p>\n4. Make Sure the Salutation Isn\u2019t a Show Stopper<\/h2>\n
Remember that famous line from the movie Jerry Maguire<\/a>: \u201cyou had me at hello\u201d?<\/p>\nWell, your first two words \u2013 \u201cDear xxx\u201d can have a huge impact on whether your letter or email are read or taken seriously.<\/p>\n
If you fumble the salutation, your member may never get to your wonderful prose about how important he\/she is or the amazing work your organization has accomplished over the last year.<\/p>\n
So, here are a few tips on getting the hello or welcome right:<\/p>\n
\n- Never say \u201cdear member\u201d \u2014 it needs to be personal<\/li>\n
- Dear [first name] \u2013 is probably best, but ensure your database has correct first names for all members so you don\u2019t end up with a \u201cDear blank\u201d or worse, \u201cDear first name\u201d!<\/li>\n
- Avoid using Ms., Mr., or Mrs.<\/a>\u00a0since any glitch in your database can be the \u201ckiss of death\u201d when a staffer or the system gets the member\u2019s gender wrong! Mistakes like those certainly suggest you don\u2019t know this member.<\/span><\/li>\n<\/ul>\n
Want more tips like this? Before you\u00a0lick that envelope or hit the send button,\u00a0check out our\u00a0Membership Renewal Letter Checklist<\/a>.<\/strong><\/em><\/p>\n5. Show Them the Benefits<\/h2>\n
Receiving your renewal letter or email may have your members thinking about another line from the Jerry Maguire movie: \u201cShow me the money!\u201d.<\/p>\n
When they receive your yearly renewal letter, email or invoice, they’re automatically thinking, \u201cWhat has my association\/club done for me lately?\u201d They’ll be thinking about the value of membership and the benefits<\/a> you\u2019ve provided, in terms of the value that’s being added to their businesses and\/or lives.<\/p>\nSo, when crafting your renewal communications messages, take care to be sure they resonate with your members \u2014 and shows them the benefits of belonging.<\/p>\n
For example, this table from the\u00a0PMI Kansas City Mid America<\/a>\u00a0highlights the differences between being a member and a non-member.<\/p>\nTo present this effectively in their renewal letter, they could look at which benefits a member has taken advantage of and point out how much money they’ve saved throughout the year.<\/p>\n
Another benefit that most organizations provide and that’s easy to highlight: the chance to be part of a community.<\/p>\n
Simply reminding members of the emotional and professional connections they can form throughout your organization can often be more valuable than a simple list of discounts.<\/p>\n
For example, if your organization has a\u00a0member directory<\/a>, you can point it out. If not, you could potentially ask members how they’ve benefitted from having the chance to network with other members \u2014 Have they gotten new business contacts? Have they learnt something new? \u2014 and then highlight those testimonials in your letters and website to encourage renewals.<\/p>\nIn sum: your overview of your benefits doesn\u2019t have to be long-winded, but it does need to be relevant and outcomes-focused. If you\u2019ve done some thinking about customizing to suit your audience, it can be a brief, bullet-point list that speaks directly to the member.<\/p>\n
![\"Click](\"https:\/\/www.wildapricot.com\/wp-content\/uploads\/2023\/04\/WildApricot-CTA-Project_Large-CTA-1-1024x394.png\")
<\/a><\/p>\n <\/p>\n
6. Make Your Ask Urgent and Honest<\/h2>\n
Yes, this is a renewal letter or email… but you don\u2019t want to jump right in and ask them to renew in the first line since that can come off as aggressive and make it look like you’re only in it for the money.<\/p>\n
However, once you\u2019ve made a welcoming start, and reminded your member about the benefits of belonging, then you need to \u201cmake the ask\u201d.<\/p>\n
Of course, even if they have scanned through your email or letter, your member is waiting for \u201cthe pitch\u201d. So make it urgent and honest \u2014 ask them to renew their membership<\/a> today.<\/p>\nIt should also include the ways in which they can do this quickly and easily, whether it’s via cheque or online. If you’re sending an email, you can even include the link to your member portal so that they can click through immediately.<\/p>\n
7. This Reminder is De Rigueur<\/h2>\n
We\u2019re talking renewal letters and emails etiquette here, but your organization may think about renewals in terms of \u201crenewal notices\u201d, \u201crenewal reminders\u201d or even \u201crenewal invoices\u201d.<\/p>\n
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.<\/p>\n
If your organization is using online membership management software, many of your members might have taken advantage of signing up to have membership fees automatically paid on a regular (yearly, quarterly, monthly) basis.<\/p>\n
But even though technology can save enormous time and effort with renewal administration, if members are paying through your membership management system\u2019s recurring payments processes<\/a>, it\u2019s still important to take the opportunity to connect with members. After all, it\u2019s a courtesy to notify them that their membership renewal is coming up and that their credit card will be charged. It\u2019s also an opportunity to re-connect with them on a personal level as you are with your other members who are receiving the renewal letter or email.<\/p>\nRead More: <\/em><\/strong>7 Steps to Build a Membership Site (No Tech Experience Required)<\/a><\/em><\/p>\n8. Don’t Forget to Say This<\/h2>\n
Your renewal letter or email offers an opportunity to outline the benefits of membership and acknowledge your member\u2019s valued support. But it can also instill some excitement for the coming year \u2013 activities, programs or events made possible by their member dues or fees.<\/p>\n
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 \u2013 offering up that emotional connection and a sense of membership value that reminds them why they became involved with your organization in the first place.<\/p>\n
![\"Member](\"https:\/\/www.wildapricot.com\/wp-content\/uploads\/2024\/03\/member-renewal-flexibility-banner.png?v=0\" "\\"Member")
<\/a><\/p>\nBonus: A Membership Renewal Letter Sample to Follow<\/h2>\n
Looking for a membership renewal letter that you can use that implements all of these suggestions?<\/p>\n
Well, look no further: here’s a template for you!<\/a><\/p>\n![\"membership](\"https:\/\/www.wildapricot.com\/wp-content\/uploads\/2024\/03\/membership-renewal-letter-sample.png?v=0\" "\\"membership")
<\/a><\/p>\nWe hope you find it helpful while you’re sending out renewal letters!<\/p>\n
Here’s a Great Infographic Summarizing Everything in This Post:<\/h2>\n
Membership Renewal Letter Infographic<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"
One way to ensure you are offering up a personal touch is to step back and think about what you\u2019d want to hear if you were a member.\u00a0 You could also consider involving members in the renewal letter process. Why not talk to your board, membership or communications chairs \u2014 perhaps they have some thoughts you can incorporate? To make it even more personal, you might even want to have the letter or email come directly from one of these volunteers.<\/p>\n
Want to make your life a little easier?<\/p>\n Why not get members to renew automatically?<\/p>\n The top membership organizations get their members to renew on their own by setting up recurring dues. Recurring dues is a process that automatically charges a members’ credit card at the end of each period. A member just needs to be set up once, and that’s it.<\/p>\n There are many advantages of setting up recurring dues, including:<\/p>\n The easiest way to set up recurring dues is to use a membership management system<\/a>, which is designed to automate all the admin tasks for a membership manager (like dues, website updates, newsletter design, event registrations, database updates, and more).<\/p>\n If you’re looking for a great membership management system to use for your organization, WildApricot is the number one rated system<\/a> used by over 20,000 membership organizations across the world. The best part is that WildApricot has a free 60 day trial for anyone looking to use it. You can get your free trial here<\/a>.<\/p>\n “As our club grew from the 60’s to in excess of 150 members and the need to collect dues and establish membership categories arose, it became very hard to manage everything with the paper system we had been using. WildApricot solved all that perfectly.”<\/em><\/strong><\/p>\n – Fred Finney, Vistoso Cyclists<\/em><\/strong><\/p>\n If you’re using a membership management platform<\/a>, you’ll be able to use your membership data to personalize renewal emails or letters.<\/p>\n Start the process by thinking about what sets your members apart – for example:<\/p>\n The more you know about your members, the more you can personalize the letter or email to speak directly to them.<\/p>\n (And if you don’t know which of your members fall into these segments… it’s time to start asking and tracking!)<\/p>\n For example, if you know that a group of members have been active on your advocacy committee or interested in an initiative, you might want to highlight the association\u2019s success over the past year and thank and acknowledge their contributions that made this possible in their renewal letter.<\/p>\n This letter from Forterra<\/a> (formerly the Cascade Land Conservancy) highlights initiatives that this donor’s support has made possible throughout the year and explains exactly which initiatives their membership renewal can support in the year to come.<\/p>\n Alternately, if you have a student membership category, you might want to highlight specific member benefits<\/a> that this group finds most beneficial (e.g., such as professional development or networking events).<\/p>\n You might also want to consider creating separate letters or emails based on membership status, for example:<\/p>\n If you are struggling to find the best way to address a specific segment, try reaching out to a member or a volunteer who represents that group and get his\/her feedback and insight.<\/p>\n Note for WildApricot users: you can customize your automated renewal emails<\/a><\/em>\u00a0and create different versions to suit membership segments, categories or levels<\/em>.<\/em><\/p>\n Remember that famous line from the movie Jerry Maguire<\/a>: \u201cyou had me at hello\u201d?<\/p>\n Well, your first two words \u2013 \u201cDear xxx\u201d can have a huge impact on whether your letter or email are read or taken seriously.<\/p>\n If you fumble the salutation, your member may never get to your wonderful prose about how important he\/she is or the amazing work your organization has accomplished over the last year.<\/p>\n So, here are a few tips on getting the hello or welcome right:<\/p>\n Want more tips like this? Before you\u00a0lick that envelope or hit the send button,\u00a0check out our\u00a0Membership Renewal Letter Checklist<\/a>.<\/strong><\/em><\/p>\n Receiving your renewal letter or email may have your members thinking about another line from the Jerry Maguire movie: \u201cShow me the money!\u201d.<\/p>\n When they receive your yearly renewal letter, email or invoice, they’re automatically thinking, \u201cWhat has my association\/club done for me lately?\u201d They’ll be thinking about the value of membership and the benefits<\/a> you\u2019ve provided, in terms of the value that’s being added to their businesses and\/or lives.<\/p>\n So, when crafting your renewal communications messages, take care to be sure they resonate with your members \u2014 and shows them the benefits of belonging.<\/p>\n For example, this table from the\u00a0PMI Kansas City Mid America<\/a>\u00a0highlights the differences between being a member and a non-member.<\/p>\n To present this effectively in their renewal letter, they could look at which benefits a member has taken advantage of and point out how much money they’ve saved throughout the year.<\/p>\n Another benefit that most organizations provide and that’s easy to highlight: the chance to be part of a community.<\/p>\n Simply reminding members of the emotional and professional connections they can form throughout your organization can often be more valuable than a simple list of discounts.<\/p>\n For example, if your organization has a\u00a0member directory<\/a>, you can point it out. If not, you could potentially ask members how they’ve benefitted from having the chance to network with other members \u2014 Have they gotten new business contacts? Have they learnt something new? \u2014 and then highlight those testimonials in your letters and website to encourage renewals.<\/p>\n In sum: your overview of your benefits doesn\u2019t have to be long-winded, but it does need to be relevant and outcomes-focused. If you\u2019ve done some thinking about customizing to suit your audience, it can be a brief, bullet-point list that speaks directly to the member.<\/p>\n <\/p>\n Yes, this is a renewal letter or email… but you don\u2019t want to jump right in and ask them to renew in the first line since that can come off as aggressive and make it look like you’re only in it for the money.<\/p>\n However, once you\u2019ve made a welcoming start, and reminded your member about the benefits of belonging, then you need to \u201cmake the ask\u201d.<\/p>\n Of course, even if they have scanned through your email or letter, your member is waiting for \u201cthe pitch\u201d. So make it urgent and honest \u2014 ask them to renew their membership<\/a> today.<\/p>\n It should also include the ways in which they can do this quickly and easily, whether it’s via cheque or online. If you’re sending an email, you can even include the link to your member portal so that they can click through immediately.<\/p>\n We\u2019re talking renewal letters and emails etiquette here, but your organization may think about renewals in terms of \u201crenewal notices\u201d, \u201crenewal reminders\u201d or even \u201crenewal invoices\u201d.<\/p>\n 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.<\/p>\n If your organization is using online membership management software, many of your members might have taken advantage of signing up to have membership fees automatically paid on a regular (yearly, quarterly, monthly) basis.<\/p>\n But even though technology can save enormous time and effort with renewal administration, if members are paying through your membership management system\u2019s recurring payments processes<\/a>, it\u2019s still important to take the opportunity to connect with members. After all, it\u2019s a courtesy to notify them that their membership renewal is coming up and that their credit card will be charged. It\u2019s also an opportunity to re-connect with them on a personal level as you are with your other members who are receiving the renewal letter or email.<\/p>\n Read More: <\/em><\/strong>7 Steps to Build a Membership Site (No Tech Experience Required)<\/a><\/em><\/p>\n Your renewal letter or email offers an opportunity to outline the benefits of membership and acknowledge your member\u2019s valued support. But it can also instill some excitement for the coming year \u2013 activities, programs or events made possible by their member dues or fees.<\/p>\n 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 \u2013 offering up that emotional connection and a sense of membership value that reminds them why they became involved with your organization in the first place.<\/p>\n Looking for a membership renewal letter that you can use that implements all of these suggestions?<\/p>\n Well, look no further: here’s a template for you!<\/a><\/p>\n We hope you find it helpful while you’re sending out renewal letters!<\/p>\n Membership Renewal Letter Infographic<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<\/a><\/p>\n2. Get Members to Renew on Their Own<\/h2>\n
\n
<\/a><\/p>\n3. Do This in Your Message for Added Impact<\/h2>\n
\n
\n
4. Make Sure the Salutation Isn\u2019t a Show Stopper<\/h2>\n
\n
5. Show Them the Benefits<\/h2>\n
<\/a><\/p>\n6. Make Your Ask Urgent and Honest<\/h2>\n
7. This Reminder is De Rigueur<\/h2>\n
8. Don’t Forget to Say This<\/h2>\n
<\/a><\/p>\nBonus: A Membership Renewal Letter Sample to Follow<\/h2>\n
<\/a><\/p>\nHere’s a Great Infographic Summarizing Everything in This Post:<\/h2>\n