The Common Thread

It’s a well known fact that one way to dramatically increase member retention statistics is by getting members involved in the association right away—joining a committee, attending the annual conference, etc. Another way is by ensuring members start using, and seeing the value of their benefits from the start.

But let’s face it, many members are shy about jumping into a well established organization. They feel like everyone already knows everyone else, so they hang back, don’t get involved, don’t see the value in the membership, and then don’t renew. So how do you turn this process around? How about with a more personalized member orientation.

One of our association, the Association of Language Companies clients recently started making personalized member welcome calls. Here’s how they work:

• Once a new member joins the association, we email the welcome committee with the person’s contact information.
• The committee then identifies a couple of people—a board member, a committee member, etc—to contact the new member through a conference call.
• Once on the phone, the new member is asked about why they joined, what they hope to get from their membership, and what industry concerns they have. While the member is answering the questions, they respond with what the association is doing to address those issues and point out benefits that can help get them the answers they need. They also invite them to join specific committees, attend the conference, etc.
  

The point is they make the member feel wanted in a very personal way. And, at the same time, give the new member everything they need to have a successful and beneficial relationship with the association—increasing the chance of them renewing when the time comes.

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