Members are the lifeblood of every organization. For many different reasons, members that were once engaged can choose to move on and become distant. We must keep in mind that they may have different responsibilities that take up their time. Just because they no longer have the capability to engage with us doesn’t mean they stop caring.
Although members choose to become less engaged, we can always attempt to welcome them back later. There are many benefits to reengaging lapsed members. Lapsed members are already familiar with your organization and are considered “low-hanging fruit”, since they have shown interest in your organization before, and their information is still available in your database which will allow you to tailor your message and personalize it to them.
The first step in reengaging lapsed members is understanding who they are and why they lapsed. This will help understand what went wrong and build a strong foundation for your new relationship moving forward and prevent another lapse.
Once you understand the reason your member lapsed, you can come up with a plan to reengage. You can create a strategy that is specific to your members, remind them of the value your organization provides and make it easy for them to sign up. When drafting your communication, use any upcoming events and programming to further drive interest.
Next, clearly demonstrate the value of being a member. By putting yourself in their shoes and learning about why they have lapsed, you can showcase your value and personalize it based on what is important to them. Remember to use personal details in your email message or have a member of your leadership team give them a call. This interaction should be memorable and make your members feel special.
Another way to reengage a lapsed member is by providing a special discount. This can be through discounted membership or maybe a discounted rate for an upcoming event. Providing a good deal can entice members to renew their membership.
Finally, try to prevent it from happening again. You can achieve this by being proactive throughout the year. Send members reminders of the benefits of their membership, make it easy for them to renew and then follow-up with them personally if you notice that they fall off.
People will want to be a part of your organization when you provide a service that they need and when they are able to create connections with other members. By taking the time to understand why a member lapsed, using what you learned, personalizing your messages and showcasing your value, you can not only rekindle but actually strengthen the relationship moving forward.