The nonrenewal report is the group that is most likely to renew and a good way to boost membership numbers. Here are some quick instructions on how to access the report:
- Go to the Division Leadership Portal link on MyAPA and select “nonrenewal report.”
- Use the filters to select the membership years you’d like to use.
- Export the data to an Excel file and remove duplicates (if any).
- You will now have a file that lists all those who had a membership in previous years, but not in the current year.
- Sort your list as needed.
You can reach out to everyone on the list or work backwards by going to your most recent former members first. You can also segment the list by membership type and create targeted messages. Here are some tips to help you design your campaign:
- Once you have your list per the instructions above, plan to communicate often. Follow up with the same list within 30 days as this will boost your results (exclude those that did renew).
- When creating your message, focus on the benefits, not the features.
- Be clear on how to renew/rejoin. Make the process as easy as possible.
- Analyze your results. Keep a record of who you reached out to by saving the list. After some time, see if anyone from your former member list has since renewed. You should see them on your current membership roster.
You will gain insights from every effort that you can use in your next marketing campaign, so don’t be afraid to test. The important thing is to do something rather than waiting for things to be perfect. If you have questions or need more guidance, contact your Division Engagement Liaison.