I think that all of us are now well aware that many associations are struggling financially.  What better time is there than now to really show your current members the value of membership and do everything you can to get them to renew. 

This article is going back to the basics.  It is going to focus on a number of smart ways to focus on the core of your associations, membership retention. 

1. Send out a welcome package or make welcome calls to new members.
2. Approach new members about serving as a volunteer ASAP.  Volunteers renew.
3. Contact new members regularly and personally through multiple media (print, email, Twitter, Facebook, LinkedIn, phone).
4. In most cases make sure communications are targeted to members.  Do not send generic messages and contact just to have contact.  One caveat, targeted and strategic check-in communications do help retention (see #5). 
5. Have staff members or volunteers call 1 or 2 members a day just to check in and see how membership is going.  Personal contact increases retention.
6. Hold new member receptions at events.  New members are there and more than likely have not met association staff or leadership so this is a great place to make that happen.  Members with personal connections renew.
7. Develop a member retention committee that has one goal—making members, especially new members, feel a part of the organization.
8. Have chapter leadership reach out to new members.
9. Develop and distribute documents on how to make the most of your association membership.
10. Develop a strategy and a calendar for your marketing communications so members are not overwhelmed with contact.
11. Focus on benefits, not features, in all marketing communications.
12. Get new members to try the association.  Consider offering special, limited time discounts on association or chapter products and services to show new members the value of belonging.
13. Do informal research with new members so you understand what they are looking for from the association and then provide those items as resources allow.
14. Provide the tools for new members to tell you how they want to be contacted and then do it and try to automate it within your systems.  If a member wants email communication primarily use that.  If they want mail then do that. 
15. Regularly review your renewal materials to make sure they are up to date and effective.  Do they stand out in the mailbox?  Are you using mail, email and phone solicitations?
16. Provide a pal or an association mentor designed to be there should the member have any questions or needs.
17. Provide quality member service.  Set up guidelines and procedures to make sure that all members receive prompt and helpful responses to any inquiries.
18. Develop member recognition programs.  All members want to be appreciated and recognized among their peers.
19. Create a new member profile column in national or chapter publication.  All members like to see their name in lights.
20. Develop a strategy on how to use Social Media to increase your retention.  There are many ways to speak to your members and show the value of membership through Social Media but make sure it is done strategically and enhances the value of their membership.

During turbulent times like today an association membership should be even more valuable to our members and members should be even more valuable to an association. 

It may be an exaggeration, and not true for every single association, but retention is king and should be the #1 focus in good times and bad.  Unfortunately many times retention is seen as a process and therefore something we have to do, not something we want to do.  This perspective needs to change if membership driven organizations are going to thrive and survive well into the future.

Scott Oser is President of Scott Oser Associates, a consulting firm that primarily focuses on working with associations to meet, and exceed, their membership, marketing and sales goals.  Please do not hesitate to contact Scott via email at scott@scottoserassociates.com.

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This Month's Other Articles:

• 4 Ideas for Improving Membership Retention with Your Web Site by C. David Gammel, CAE
• It’s Membership, It’s Data – How your AMS can help improve retention and recruitment by Carlos Restrepo, CAE
• Turning Membership into a Social Object by C. David Gammel, CAE
• Segmentation and Non-Member Data Management: Helping Your Staff Get More Familiar by "Talking to Strangers" by Kevin Whorton
• Tips for Web Site User Research by Dina Lewis, CAE