Associations are always concerned with first year members that do not renew. In following up with members who drop after their first year, the reason they state most often is “Not Interested”. No need to close your office door and weep quietly – it’s not you, it’s them. Engaging a first year member is like dating. If you do not offer what they’re looking for, they’ll move on and date your competition. Your association can not be all things to all members. Concentrate on your member benefits and what makes your association unique. And, if after using your most engaging ways to make the first year member into a life-time member, you fail. It’s okay; they’re just not that into you.
However, if you have a member who drops after the second year, there is cause for concern. They have invested two years worth of dues and time into your organization. They have given you two years to prove your value to them. They were interested enough after the first year to give you a second chance. Call them, survey them, in some way contact them to find out what happened. This will be a gold mine of information for you on your products and services. You don’t have to like what you hear, but you need to hear it.
What an eye-catching title, Marilyn! You must do marketing. :)
Posted by: Amanda Hellenthal | August 26, 2009 at 10:04 PM