Renewal and Retention

For overall role context, see Membership Officer - Role Overview.

Purpose

Support continued membership by helping members feel connected, valued, and informed over time.

Renewal and retention efforts focus on maintaining relationships—not just prompting renewals.

Guiding Principle

Members are more likely to renew when they feel a sense of connection and value.

Renewal outreach is most effective when it reflects ongoing engagement, not last-minute reminders.

What This Means in Practice

• Maintain consistent, low-pressure communication
• Reinforce the value of membership in different ways
• Use renewal reminders as part of a broader engagement approach
• Provide opportunities to reconnect at any stage

Key Actions

Understand Why Members Leave

Members may not renew for a variety of reasons:

• Lack of connection or belonging
• Limited awareness of opportunities
• Life changes (time, location, priorities)
• Perception that the group does not meet their needs

Not all non-renewals can be prevented—but many can be improved through earlier engagement.

Use Renewal Reminders Thoughtfully

Renewal reminders help keep membership top of mind.

• National handles primary renewal notices
• Local outreach can:
  • Reinforce awareness of upcoming renewal
  • Highlight local opportunities and connection
  • Provide a personal touch

Role clarity:

• The Membership Officer supports awareness and connection
• The Local Secretary may handle formal or administrative communication, depending on group practices

Conduct Lapsed Member Outreach

Reaching out after a membership lapses can support re-engagement.

• Reconnecting with Lapsed Members
• Keep outreach:
  • Friendly and welcoming
  • Low-pressure
  • Focused on reconnecting, not persuading

Even a simple message can reopen the door.

Use a Non-Pushy Messaging Approach

• Avoid urgency-based or guilt-based language
• Emphasize:
  • Connection
  • Flexibility
  • Options for engagement

• Examples of tone:
  • “We’d love to see you again if it’s a good fit for you”
  • “Here are a few ways to reconnect, if you’re interested”

The goal is to invite—not pressure.

Support Re-Engagement

Members may return after periods of low or no participation.

• Make it easy to rejoin activities at any time
• Highlight low-commitment ways to reconnect
• Personally invite members to specific opportunities when appropriate

Re-engagement often starts with one small step.

Highlight Value Beyond Events

Not all members connect through events.

• Emphasize:
  • Community and connection
  • Intellectual engagement
  • Publications and content
  • Virtual or low-engagement options

See:

• Supporting Virtual Engagement
• Member Engagement

How This Connects to Other Areas

Renewal and retention are supported by:

• Welcoming New Members
• Member Engagement
• Member Communication

These areas work together to create an ongoing member experience.

Best Practices

• Keep outreach personal and low-pressure
• Focus on connection throughout the year—not just at renewal time
• Use multiple touchpoints when appropriate
• Make it easy for members to re-engage at any time

Common Pitfalls

• Only reaching out at renewal time
• Using pressure or urgency to drive renewal
• Focusing only on event participation as “value”
• Ignoring members who have become less active
• Treating non-renewal as a final outcome

What Success Looks Like

• Members are aware of renewal timing and options
• Outreach feels welcoming and not transactional
• Some lapsed members reconnect or return
• Retention efforts are consistent and sustainable

Key Takeaway

Retention is built through ongoing connection—renewal is a result, not the starting point.

Related

• Reconnecting with Lapsed Members
• Member Engagement
• Member Communication
• Supporting Virtual Engagement
• Templates and Samples