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Making the Most of First Impressions-Retaining New Members Here's an interesting fact: even if your association offers the most extensive list of member benefits known to mankind, member retention is not guaranteed. Unless your members are fully aware and taking advantage of their member benefits, the value isn't real to them. Your challenge is to continually prove the relevance of membership by ensuring awareness and encouraging the use of your member benefits. This effort is especially critical during the first year, when new members aren't familiar with your organization. If you don't invest the time to embrace new members, guess what's likely to happen when they receive that first renewal notice? Member retention needs to begin the moment an individual joins. In January 2002, I developed and implemented a comprehensive retention strategy for the Society of Cable Telecommunications Engineers (SCTE), a 15,000 member association that provides professional development, information and standards for the broadband industry. The theme, "Make the Most of Your Membership," was reiterated throughout the year in communications with all members. The result? Despite a year of significant industry consolidation and economic hardship, SCTE's member retention improved by 5%. The retention strategy included the introduction of a special outreach program for new members. A meaningful message geared to raise awareness of and participation in the various member benefits is delivered to new members once a month. The topic of the message and the communication vehicle is determined by the month of membership. Those who have been a member for one month, receive one message. Those who have been members for six months receive a different message. As you can imagine, staying organized and leveraging the technology of your database is key to the success of this approach. SCTE's New Member Outreach Schedule Within 48 hours A new member kit, including the membership card,
is mailed. The names of SCTE's newest members are posted online to make them feel extra special. Month 2 SCTE's Customer Care Center makes a welcome phone call to each new member. A personalized e-mail is sent announcing Communications Technology
as the official trade publication of SCTE and informing members
that their membership entitles them to a free subscription. The
e-mail features a link to the subscription page. Month 5 Mail a letter from a certified member inviting new members to enroll in an SCTE certification program (include certification brochure and application) Month 6 E-mail an invitation from David D. Weber (the member who manages SCTE's listserv) to subscribe to the SCTE-List, a technical email discussion group. Month 7 E-mail information about SCTE's Job Bank (applicable to those who are hiring and those who are career seekers). Month 8 Mail an SCTE scholarship brochure which explains that all members are eligible for grants related to their professional development. Month 9 Mail a "Make the Most of your Membership" postcard,
which reiterates the value of key member benefits. Month 11 Mail 2nd renewal notice with reiteration of member benefits. Month 12 E-mail an HTML card wishing them a happy first anniversary. In addition to the efforts that are specific to new members, in early 2002 we also launched a Member Monthly HTML newsletter for all members. The purpose of SCTE Member Monthly is to raise awareness of existing resources, new programs, upcoming events, and ways to get involved. By paying extra attention to your new members during their first year, you'll begin to create a foundation for a lifetime of membership in your association. You only have this opportunity once, so make the most of it! Contacting the Author |
