Renewal and Retention
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
- The Membership Officer or Local Secretary may reach out to members about renewal or retention.
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:
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.