In the nonprofit space, the effort to re-engage members after summer demands perseverance and ingenuity.
When members are engaged with an organization, they interact frequently and in meaningful ways, creating value in the relationship. Every nonprofit longs for better relationships with its members, but what’s the secret to building that foundation, especially as the summer slump draws to a close and the bustle of fall is about to come knocking? There’s a short window of time between these two contradictory seasons to attract potential members and reinvigorate your membership base.
In this article, we’ve compiled four savvy best practices to help you re-engage members after summer and appeal to them throughout autumn and beyond.
Freshen up your new member onboarding process.
When new members join an organization, onboarding is a make-or-break part of the engagement process. This is the time when people form their initial impressions. Their first interactions and experiences will help them decide whether their choice to join your organization was a good one or not. If your current onboarding sequence isn’t welcoming new members and leading them to your most valuable resources, there’s work to be done.
Revamp your onboarding process with extras like:
- Top-tier welcome kits: Go the extra mile to create a sense of belonging. You might send a personal welcome letter and special new member gifts, like a branded tee and some high-end swag.
- Personal point-of-contact: In a world where everything is digital, introducing a tangible single point of contact for new members can have real impact. This personal advocate can act as their go-to person for all organizational communication, questions, and assistance.
- Highlight your member benefits: Introduce one or two compelling member benefits at the outset and remind people to use them. Everyday perks like discount programs and lifestyle benefits are sure to get interest and plenty of use, so focus on things that can help them save big at local restaurants, retail stores, and other places they likely frequent. If you don’t have benefits like these to offer, consider adding them to your menu.
Devise a personal member engagement plan.
The more interaction your members have with each other and your organization, the deeper their emotional investment becomes. At that point, it’s harder for them to disengage. This is where traditional personal contact and appreciation play key roles. You might select a lucky member at random each week and present them with a delightful care package or special treat. Handwritten notes are rare these days, so why not reach out to your members without any ulterior motives? Call to thank them for being a member and ask if there’s anything else the organization can do to help them. You get the idea. Simply make people feel valued and appreciated. It’s a small investment that is sure to pay off handsomely in the way of increased engagement and loyalty.
Invite lapsed members to return.
Member retention is key to sustaining and growing your revenue, so it’s crucial to have a strategic approach for re-engaging those who haven’t renewed. Assess your current process for reconnecting with these individuals. Are you actively reaching out to invite them to rejoin? You might implement target communications like personalized emails, videos, or special offers to rekindle their interest and remind them of the value membership provides. By proactively engaging with lapsed members, you can turn missed opportunities into renewed commitment and drive long-term success.
Streamline your renewal process
If your online renewal form is long, clunky, or difficult to find, you’re losing members. Review the form and the membership pages of your website to ensure concise, accurate information and ease of use. Follow these tips:
- Keep the renewal form simple, asking only for the essentials such as full name; address; email address; and phone number.
- Collect demographics separately, not as part of the renewal form.
- Gamify the collection of demographics using something of value such as a gift card for updating their member information.
Every member has an important part to play in your organization. As they see the personal value they gain from membership, they’ll start investing more of themselves into it. It’s all about continually engaging them and encouraging them to embrace their role.
For more than 20 years, IBC has been delivering award-winning software consulting services to nonprofits and membership organizations of all types and sizes. If you’re looking for creative ways to re-engage members after summer, we can help! Please contact our helpful professionals today.
About IBC: At IBC, we have a deep understanding of the critical business needs and processes specific to associations, non-profits, and unions. We ‘get’ your culture, your goals, and what drives you, too. Focused exclusively on and dedicated to delivering the most effective AMS, LMS, and Cloud Financial Software for our clients, we’re well-versed in identifying and applying the integration techniques that will save you time and money. Since 2001, our cutting-edge products, unparalleled responsiveness, and award-winning services have helped organizations like yours increase their operational and financial performance by leveraging best practices and proven solutions. For more information about IBC, please visit the website at www.ibconcepts.com or call 443.603.0215.
