Retelling your story is key to member renewal. Amidst the turmoil of 2020, are you communicating your commitment to members?
Membership retention is critical to the financial health and vitality of an organization. In the time of COVID-19, your renewal campaign is more important than ever.
As an association professional, you have likely spent the last six months fully immersed in the evolving challenges and needs of your members. And while you have probably adapted your benefits to ensure relevance and value, have you reframed your renewal messaging to communicate your investment in members?
Even if you have run successful renewal campaigns in the past, this year marks a unique opportunity to rethink your approach to the fundamentals. For example, the pandemic has had a severe impact on your members, regardless of their industry or profession. From healthcare workers to engineers to teachers, professionals are being forced to adapt to unprecedented changes in their workforce.
Does your renewal messaging speak to these realities? Does it underscore how your association has stepped up — and plans to continue to step up — to protect and support its members?
Our collective storyline has shifted. With this comes an opportunity to connect over shared emotions and challenges. To make a convincing case for renewal, your messaging should showcase your efforts throughout the pandemic and highlight plans for supporting a continued uncertain trajectory. Members should want to renew because you have led them through the turbulence this far, igniting gratitude for their involvement with your association and faith in your ongoing guidance.
Let your members know how you will continue to:
How have you synthesized a wealth of trends and developments into concise news and thoughtful analysis that keeps members informed while preserving their limited time?
What resources have you designed to empower members’ ability to work efficiently and effectively?
How have you altered the dissemination of information and best practices through events and education?
Have you implemented 24/7 opportunities for members to connect and collaborate online (and, in some cases, commiserate)?
In what ways have you stood up for your members at the local, state or federal level to secure funding and legislation that support them and their industry?
Reframing your renewal messaging with an eye toward these areas will protect and advance your organization’s bottom line by making your value clear to members in the time of COVID-19.
Learn more about partnering with us to strengthen your story and effectively communicate your value.