Then you can educate new members about the different ways they can get value from their subscriptions which may include networking, educational resources, training, or volunteering.īy beginning this channel of clear feedback at the very beginning, you will also be able to strengthen your relationship with the new members so they do not lose sight of the value your organization provides. Assess their Interest and GoalsĪssess the member’s interests, needs, and goals to know their expectations. This will keep your emails from getting overlooked while keeping members informed about your new activities and benefits. Opt for a handoff approach, sending occasional emails to keep in touch.Īt the three-month mark, continue to email them a list of networking opportunities and new benefits that have recently been added. Instead, keep them out of the loop with daily "heavy" email chains. There is no point in “overdoing” contact with new members if they simply are not going to look through the information you are sending them. Don’t Suffocate New MembersĪlthough good intentions, companies tend to lose their leverage when they choose to suffocate new members with the constant flow of information through email.īecause of that, after the initial onboarding process is finished, companies should look at a more hands-off approach for these individuals over the next three to six months. Not only will this increase membership retention but it will reduce the number of individuals that simply signed up for the discounted price, and not for the product/service itself. Thus, focus on long-term member incentives if you want tour members to stay with you for a longer period.Ĭontinue to reward and incentivize your already dedicated and present user base. It also results in existing members feeling betrayed as they should be the ones receiving rewards for their loyalty. This often results in high membership churn rates as the customers who don't see the value in the organization at this full price point tend to leave. But when the time comes for renewal of a full-priced membership, it can be extremely difficult to retain the members who paid at a discounted rate. Short-term incentives do greater damage than you can think. They are the ones that can identify your core service model and continue to resonate with your organization. Instead, focus this excess time and money on finding your target audience who will become long-term advocates for your organization. This leads to members joining with the wrong expectations and is a common trend when it comes to a decline in membership retention. Without knowing the specifics of who you are trying to attract, it can make it hard to retain all of your customers. This is inevitable.īut, to cut down on those who do not fully enjoy the membership, companies need to avoid the common mistake of targeting a market that is too wide. This is due to the fact that your membership cannot be completely universal, some people will love it, while others will not. If your organization aims to just attract anyone that will give you money, you’re more likely to have a much higher churn rate. Membership retention begins at the forefront of your organization.
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