Activities

MEMBERSHIP RETENTION-ACTIVITIES

New Member Ideas

• Welcome letter-keep it short and simple with some basic information on the Chapter; include a copy of your latest Chapter newsletter and the name of a volunteer who can provide more information.

• New member kit -customize it to fit your Chapter needs; consider dividing its contents and sending it in segments.

• Welcome phone call-make sure members received their Member Kit and are receiving Association publications; ask for their initial impressions and if they need any help.

• Welcome Committee-its members call new members to provide a personal welcome; keep the call short and simple and provide information on upcoming events and volunteer opportunities.

• "Help" letter-ask for new members' help with articles, phone calls, committees, and other activities; integrate members into chapter activities; get them on committees they find interesting. This allows for new ideas and adds value to the membership. Get new members involved from day one, and they are likely to renew.

• New member orientation or reception-create a program to familiarize new members with your Chapter and the leaders of the Chapter; let them know that ACC is here for them; ask for volunteers; review benefits and services.

• New member survey-identify their particular needs and what type of programming will meet their needs and expectations.

• Newsletters-publish names of new members soon after they join; also list the name(s) of the member(s) who did the recruiting (this will praise the current members and give others an incentive for recruiting).

• Postcard invitation-send a postcard invitation to an upcoming Chapter meeting.

• New member services at meetings-use badges to identify new members; new member welcome table.

• Monthly round-table luncheons 7-10 new members meet with your Chapter president, senior staff, and experienced members.

• "How's it going?" correspondence-send letters, cards, or make phone calls at the three, six, and nine month marks.

• Buddy program-encourage each new member to bring in one new member.

• New member discount coupon book for a variety of chapter programs

• "Thank you for membership" card sent prior to renewal time.

• Be sure to welcome new members all year long!

Long-term Members

To turn new members into long-term members, they must be convinced that their membership has value year after year. The way to do this is with ongoing attention, communication, and involvement. While the care and feeding of a long-term member may not be as intense, it is just as important.

Here are a few retention strategies for first-year and long-term members:

• Annual report-It lets members know how their Chapter is doing; it gives them a sense of ownership.
• Committee involvement-Involved members are more likely to renew than those not active. Describing the opportunities that exist and explaining the support volunteers can expect gets members interested and gives them confidence that their participation will make a difference.
• Anniversary letters-Recognition is an important aspect of "belonging" to any organization. Letters remind them of their value to the Chapter, association, and profession.
• Phone calls-Hearing from a peer why he or she values membership can be more effective than calls made by staff.
• Exit phone calls-The information a departing member provides may help in the retention of others.

Lapsed Members

• Former members are better prospects than those who have never joined. Former members were once interested in the association and are familiar with the benefits and services offered. These "prospects" may, however, not know the changes and improvements made by the Chapter or association. Here are some activities that have proven successful in returning lapsed members to the fold:
• Personal calls -- Some members just forget to renew, while others have specific reasons for not doing so. This information can also be very valuable for your overall retention effort. (Exit surveys may not provide all the answers.)
• A mailing offering an incentive to rejoin and highlighting new activities.
• A notice that their names will not appear in the next directory unless they renew by a certain date.
• A note that tells them of Chapter activities that may be of particular importance to them, based on your records of their past interests and involvement.

Member Loyalty

Member loyalty is built by providing value. To ensure that members are still receiving value, Chapters should continually evaluate existing services and products and keep track of their use. Chapters should be innovative in their products, services, and member benefits-improvements and customizing can lead to real profits.

Programs, publications, networking, and continuing education opportunities are among the benefits of membership. Consider trying some of these ideas for building member loyalty:

Programs

• Offer CLE whenever possible, if your state requires it. Use CLE as a draw to increase the value of attendance at the program.
• Working in conjunction with the program chairman, select interesting topics -- programs do not need to be big events but they must be interesting.
• Survey members for topic ideas-see what they're interested in. Since members work with diverse clients, their needs differ; formally assess member needs; and build programs to fill these needs.
• Feature topics of community interest as well as professional interest.
• Hold programs at a regular time and place. Choose meeting sites and times that are accessible and convenient to a large number of members.
• Use imagination for big events-mix business with pleasure.
• Contact other Chapters through regular phone calls and share ideas and programs.
• Consider cosponsoring a program with another group or opening meetings and educational programs to nonmembers from allied associations. However, use caution to ensure both the Chapter and members benefit from a cooperative venture.
• Mail program announcements four to six weeks in advance. Include pertinent information in an easy-to-read format. Strive to outline your meetings for the entire year and provide your members with a calendar or stickers to place in their daytimer.
• Maximize use of program mailings by including other ACC information or materials.
• Add names of nonmembers to mailing lists.
• Target mailings whenever possible to reduce cost and avoid turning off people with non-relevant information.
• Find ideas from public communities and web sites.
• Announce upcoming events at every meeting; announce the next meeting at the current one.

Reminder Letters and Phone Calls

One of the most effective renewal strategies is a series of reminder letters and phone calls, scheduled to complement the invoice mailings done by ACC.

The Chapter letter should have a more personal tone, since the Chapter is really the members' home base. It should appeal to reason and emotion, and have a sense of urgency. The letter should be personally signed by the Chapter president or membership chairman and focus on what the members have said they are interested in.

Phone calls are by their very nature more personal and provide the added benefit of being able to answer members' questions or address members' concerns on the spot.

• Send a letter 2 months out informing members that it is time to renew; remind them of the benefits they have enjoyed; give them a preview of what is coming.
• Phone the member upon expiration to express concern over losing the member; ask reasons for nonrenewal; remind them of the benefits of membership and what they have lost by not renewing.