Here it is, the golden rule of member retention: Retention starts as soon as someone joins.
When you think about how members join and how they are welcomed to the division, what you’re actually doing is laying the groundwork for a healthy retention rate and a stellar engagement plan.
How members join is a process that can be easily overlooked. When planning how members will join consider this:
- Are the links to join, renew or rejoin easy to find?
- Does the new member receive an immediate acknowledgment of their membership selection and dues payment?
- Is there relevant information on your website for new members?
A good onboarding process can leverage the new member’s excitement when you have their full attention. Once a person joins, they should feel welcomed. Here are some ideas on how to make that happen:
- Does the new member receive timely information telling them how to start engaging with the division? If APA is managing your membership, APA sends an immediate receipt and some information about your division along with a link to your website. Make the landing page to your website the place to find the information about your division that new members need to know. If APA is not managing your membership, incorporate this process into what you’re already doing.
- Go beyond the welcome letter. Set up multiple touch points for new members. Monthly touch points have been shown to increase retention.
Here are five ways to engage new members:
- Connect new members with your “Rockstar” members. Make the introduction.
- Hold “Ask me anything” webinars.
- Create a call to action. What can new members participate in? Sign up for?
- Tell them about different programs or highlight a member benefit each month (awards, research, etc).
- Make it personal. Even though you may be writing for all your members, find ways to make it as personal as you can.
If you have thoughts to share, strategies that have worked well for you, or any questions, please contact me via email.