There are dozens, if not hundreds of ways, processes and strategies for
increasing retention. There are eight point plans, twelve step plans, eighteen
“touch” plans and more.
Most of them would probably work pretty well if they were implemented and used on a
regular basis. A lot of times the main reason that these plans go by the wayside or are
used occasionally is because they require a fair amount of human interaction from board
members, staff and committee members.
Guess what? When you add the human piece there is automatically room for
procrastination, fear, discomfort and a whole variety of other obstacles and emotions to
get in the way. The “affinity” tool I’ll describe below eliminates most of the roadblocks
and is a great baseline for starting a true retention “system”.
Instead of sending out the typical renewal form letter signed by the Executive Officer,
Board President or Membership Director I want you to try using the “power of affinity”.
If a renewing member is “sitting on the fence” about renewing their membership there is
often little hesitation to quit if the only one asking them to renew is a staff person or a
Board President.
Here is where you can use affinity to keep that member from quitting.
Affinity is really just a big word for having a common goal or having familiarity with a
certain group. Here’s what all this means to you. If a member is considering whether to
renew or not the way to sway them is not by a second notice or a “we’re sorry to lose
you” letter from the Association office.
The people that have the most influence are those that the renewing member has
“affinity” or familiarity with. Here are the steps. This really will work.
1. Call or email all of you board members and tell them to bring 100 business cards with
them to the next board meeting. That’s pretty simple.
2. At the board meeting while business is being conducted have the board members
write “I’m glad you are a member” or “thanks for your support” or some other very short
personal note on the back of each of their business cards and then sign them.
Note: To be effective they must be handwritten not stamped, printed or copied.
3. When you send out your renewal letter simply drop in one card from each board
member with the personal note and signature on the back. If you have twelve board
members then there should be twelve individually signed business cards in the
envelope.
4. Watch the power of affinity do the “heavy lifting” for you. When your member believes
that ten, twelve, sixteen or more of their “peers” (people they have affinity with) are all
aware and watching for there renewal, not just an EO, Membership Director or
bookkeeper their odds of renewing will go up dramatically. Your renewing member does
not want to let his or her affinity group down by leaving the Association. They will also
appreciate the fact that so many individuals have taken an interest in their membership.
Do those four steps sound too simple to be effective? Just give it a try. It will work.
All it takes is a little effort during a board meeting and a little extra “stuffing” with the
renewal letter. What if just one member that was going to quit renewed because of the
power of affinity? What is you increased your retention by just one or two percent?