Winning back lapsed members seems impossible. How can you prove your value to those that have already made the decision to leave?
When your association is experiencing a lull in member activity, or even the dreaded decrease of member retention, it can be hard to keep your head up and keep moving forward trying to prove your worth to current and lapsed members alike. If members aren’t renewing at the same rate they were before, it could spell trouble for your organization.
So, what’s the best way to win back those lapsed members and prevent your member renewal from dropping in the future? Well, what if we told you there was a way to “set and forget” your win-back efforts and save your association a lot of frustration?
While winning back members is no easy task, there are ways to make it manageable. That’s why we’re going to look at the benefits of having a member win-back campaign for your association.
We’ll go over the importance of win-back campaigns, some best practices to use when creating a win-back campaign of your own, as well as how an automated win-back campaign can save you a lot of time and energy. Let’s get started!
Win-back campaigns: Why they work
Maybe you’ve heard of the concept of a win-back campaign before. Or, maybe you’ve never heard of them at all. But in any case, you’re probably wondering how they work and what benefits they can bring to your association.
A member win-back campaign is a strategy your association sets in place to give you the best possible chance of gaining your members trust back. It’s a great way to analyze why your members may be leaving, figure out how to reach them in new ways, and take the next steps towards getting them back for good.
There are a wide range of benefits that having a win-back campaign can do for you. For example, you already have most of the information needed from past members to plan out your campaign. With contact info stored in your member database, you have an easily accessible route to engage those lapsed members.
Win-back campaigns can also help you spot key problems in your association’s membership strategy. If you can figure out why lapsed members made the decision to leave, you can then prevent these issues from happening to current members.
And if that isn’t enough to convince you, there are so many other reasons why a win-back campaign just works. So, let’s talk about win-back campaign best practices that your association can use if you want to uncover the value behind a great win-back strategy.
Tip #1: Automation
As we mentioned before, automating your win-back campaign can free up your association’s schedule and leave room for you to focus on other pressing matters. If you have the chance to bring your members back by setting up scheduled campaign messages and letting the campaign do the work for you, why wouldn’t you?
If your association is thinking of setting up a win-back campaign, you’ll need to focus on reaching out and engaging lapsed members through the communication platform that works best for you. And many times, associations have extensive email lists to call back in order to get communication information on past members.
And by using email, you have a prime opportunity to set up automated emails and schedule them- like we said, set it and forget it.
Consider creating a string of win-back emails for each step of the process. For example, you can have an introductory email to get things started, then a follow up email, as well as emails in between with content offers and updates that lapsed members may want to buy back into. And by automating these emails, you can be sure they get sent out at the right times as soon as you’re ready to contact a newly lapsed member.
Tip #2: List out problems
In your investigation into why members lapsed, you may find out there are some fatal flaws with your membership services that you may not even know existed.
Whenever you come across a reason that members may have distanced themselves from your association, you want to record it for future reference. If you create a backlog of concerns and complaints, you’ll have a list to reference back to and grow from. It can also help you be more accountable for your actions and help you increase member satisfaction.
Tip #3: Offer solutions
If you’ve lost members for specific reasons, you need to make sure you provide them with real solutions to the problems they’ve faced.
Lapsed members aren’t going to want to come back to your association if the struggles they dealt with aren’t handled. They want to know your team is taking accountability, working towards fixing these problems, and care about the concerns of their members.
You should not only reach out to members and apologize for any wrongdoings, but show members that you’re acting on these wrongdoings to create a better space for members.
By creating a win-back campaign, your association will have the edge up when trying to increase membership rates. Consider using our tips to make sure your members stick with your association for the long haul.