I recently found myself searching the Internet for inspiration to refresh our Membership Renewal Communication. I found a website called Wild Apricot (www.wildapricot.org) with an article titled “8 Tips for Improving Membership Renewal Letters and Emails”. Renewal communications provide the opportunity to speak directly to our member, and since retaining members and keeping them active and engaged is critical - it might just be the most important communications piece you’ll send this year.
A recent passion that continues to grow in my association management career is determining the most efficient method of conveying the value associated with creating a “culture of foresight” within association Boards, Memberships, and even the privately held member businesses. In order to create this culture, it is first important to understand the term foresight as it relates to trends-watching.
I recently had the opportunity to attend a webinar hosted by Association Trends, entitled “Strengthening Engagement.” This webinar’s focus was how to create enduring high value relationships with your members, and thereby build your membership through engagement.
Over the summer, I was presented the opportunity to participate in the Association Trends Millennials to Members course. Out of nine modules, I chose Creating Must-Have Membership. In today’s economy, it is vital that associations focus on the needs and interests of their members in order to stay afloat. As they put it in the module, nothing else matters!