With overall chamber
retention rates ranging from 70% - 90% percent, the list of lapsed members is
a group of members we need to understand why they walked away.
And remember, they’re your warmest leads!
And remember, they’re your warmest leads!
If you’ve done the survey,
you’ve probably received the following responses:
- Not in the budget this year, cutting back on subscriptions and dues;
- Didn’t attend any events or programs this past year; or
- No value.
It’s time to dig a little
deeper. Do some focus groups.
Invite six members who
recently dropped their membership, take them to lunch and ask some open ended questions. Then, just listen.
As the CEO, it’s important
you get the facts. One more thing! Don’t ask them to rejoin at this luncheon. Just thank them for their time and honest
feedback.
Reach out three or six
months later. Send the “we want you
back letter.” Incorporate their
feedback on how you’ve addressed their issue/s in your letter and attach an invoice at their last dues point.
Ask. Listen.
Respond.
That’s a recipe for success!
For a previous blog post on needs assessment tools to determine your members reasons go HERE.
That’s a recipe for success!
For a previous blog post on needs assessment tools to determine your members reasons go HERE.
