Even your members need reminders every now and then. Here are five communications you should be sending them.
If you’re like many people, you have some sort of system to make sure you don’t forget the important things in your day. You might use sticky notes. Maybe you have online calendar reminders. You may have an electronic to-do list. Maybe you use an app.
The point is, we all need reminders from time to time. Your members are no different. It’s important to remind them to take advantage of the benefits and opportunities your organization offers so they don’t miss out.
Here are five email reminders your association should be sending your members to ensure they stay connected, and become even more engaged, with your association:
1. Membership renewal. This sounds simple because it is. Members need a reminder that it’s time to renew their membership. In fact, the Community Brands Member Loyalty Study found that 13 percent of lapsed members simply forgot to renew. Be sure to email members at least one month before their membership is due to renew.
Better yet, offer an option to automatically renew membership, with the membership fee charged to the member’s credit card. Your membership management software should allow you to set up this option, with corresponding automated emails that notify members when their membership has been renewed.
2. Member benefits. One great way to engage (and re-engage) members is to remind them of the benefits and value they receive from your organization. Select a few points during each member’s annual membership to send targeted messages. For example, remind them of:
- The benefits they have taken advantage of, such as event discounts and learning opportunities
- The benefits they might not have taken advantage of recently, such as connecting with other members in their industry via your online community
- Upcoming events and opportunities they’ll miss out on if they do not register or renew
3. Event registration. As you add big events to your organization’s calendar, remind members to save the dates. Give them details about the events, including why they should plan to attend. Be sure to remind them to take advantage of any exclusive member discounts. And, if your event is open to non-members, remind members to invite their colleagues to register and join them for the events.
4. Industry information. Your association is the go-to source for information and sets the standard in your industry. Be sure to regularly remind your members of any new research, papers, videos, best practices, and other content you may have available to them. In your email communications, be sure to include links that point members to the location of your industry information, including:
- Documents and discussions on your online community
- Resources on your website
- Continuing education courses in your online learning management system
- Code of ethics
5. Education Credit tracking. Remind your members how many credits they have earned or need to gain or maintain their certifications. Share what type of credits your members have already earned or the options that are available through your organization such as: in-person trainings, online courses, multi-day conference. The Community Brands Digital Evolution Study found that 76% of members would love or would not mind personalized recommendations on continuing education interests and needs.
Don’t wait until you’ve lost members to remind them of the great benefits your association offers. By sending them some helpful messages, your members will stay more connected and become more engaged with your organization.
Are you looking for more ways to market to your members? Download the 7 simple and effective membership marketing tips for small associations tip sheet.