Do new members automatically get the email communications all other members get? You may have a problem.
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Why don’t new members renew? There is a whole host of reasons from the fairly benign like they switched jobs, professions or industries. And then there are the members that don’t renew because they don’t think they are getting value. As they reflect on the year they didn’t get the value they expected or they didn’t get value worth the cost of the membership.
Let’s add value you might be saying. But I want to tell you there’s something happening earlier that plays very heavily into how our new members perceive value.
It is the ignoring dynamic. Members tell me over and over again that upon joining they were flooded with emails from the association. Maybe one email a day or every other day or two emails a day.
At first they tried to read every one but they soon realized the bulk of these emails wouldn’t help them. The information wasn’t relevant to their specific problems. After maybe even a few days members either start ignoring association emails or filing them in a folder to review later… and like all of us they get busy and later never comes.
Then when an email does come around communicating a much needed solution to our new members’ problem they never see it.
Imagine you only have 3 emails in which to make a case for the association. You have only 3 emails to prove value. Now, what would you say?
You might also like:
- How associations actually push new members away
- It is hard to communicate member value
- The difference between an engaged association and a distanced association [infographic]
There’s a good post on Wild Apricot’s blog about how to write a welcome letter and the 7 elements that help members get excited, get value and feel they’ve made the right decision in joining. You can find that post here.