Yes and no!
Yes, many of the association’s loyal members like receiving renewal notices because they serve as an essential reminder to renew. Over the years these members received more value than the cost of their membership and they had wonderful experiences because of the association. They happily renew looking forward to another year of information that helps them succeed and experiences they enjoy.
But some members do not like receiving renewal notices. In fact, renewal notices make them mad. Members who cannot remember getting any or received little value from their membership become angry when that first renewal notice hits their inbox. New members tend to feel this way more frequently because they have no relationship with the association. Every renewal notice is a reminder they made the wrong decision about joining.
The most interesting result from the member research on renewal notices is that these letters, emails, and phone calls do not serve to change most member’s minds about renewing. Instead, renewal notices merely remind them to renew. The decision to renew is made far ahead of the renewal period.
Are your renewal notices written as a reminder or a mind changer and should you test alternate messaging?