Lapsed Member Recruitment

I recently attended a breakout session on lapsed member recruitment led by Vivian Swertinski.  We could all learn from the following ideas the next time we decide to kick-start a lapsed member campaign.

Oh by the way, don't make it up as you go! Here's her four step strategy of lapsed member campaign.

1.              Analyze the data

What happens after they lapse?

  • What do they have access to
  • What do they still need
  • What would be different or new

Reasons for not renewing - forgot to renew, not sure of ROI or no longer working in industry.

Message to deliver - be part of the solution, access to the latest information to help you run your business.

And by the way, your lapsed members are still engaging with you, you just don't know it!  At the organizational level people are still working with those lapsed members.

2.              Target Audience

  • Length of time lapsed
  • Length of relationship
  • Demographic data
  • Membership type

Talk about what they've missed during the time that they lapsed

3.              Create the Campaign

  • You want to make an emotional connection
  • They take center stage
  • Renewal is not the end goal

Assume they forgot to renew.  The pitch - we're committed to help your small business, the top priority for us is to be your advocate and we want to make sure you have the latest information to be successful.

Attached is your invoice to make it easy for you to get back in the know, game, etc.

4.              Execute the Plan

  • Friendly From (what name would they recognize - CEO)
  • Subject Line (we want you back)
  • Short and Long Message

Automate your campaign and segment your messages. Message to 3 - 6 months lapsed members, assume they forgot to renew. Message to 7 - 24 months lapsed members, showcase new programs, focus on whatever is new that they may not know about that your doing for the small business sector or the community at large.

A couple of tips:

  • Subject Line:  Rediscover the (Name of Your Chamber);
  • It's been x amount of time since you lapsed and we want to highlight what's new; and
  • We encourage you to visit (you fill in the URL) and see where you can plug in.

At the end of the day, you want to serve them and let them plug themselves in where it appeals to them.

Don't use the "We Miss You" verbiage letter, make a connection with what they need.  It's all about them, not us.

Try to make an emotional connection with your lapsed member - it's all about the altruistic member.

Use a theme like "get back in the game" and don't forget to make it easy for your lapsed member to renew!

If they renew, give them a special thank you (handwritten note) when they renew not just the normal acknowledgement email the typical renewal member gets.

In Summary:

Analyze your data, target your audience, create a campaign and execute your plan.

Remember, lapsed members are generally your warmest leads so spending some quality time in communicating with them with the right message can yield positive outcomes.

Good luck on your next lapsed member campaign!

High Impact Marketing on a Small Budget

I attended a breakout session recently on the title of this blog and jotted down the following suggestions from the speaker.

The following 8 tips are worth a review as you look for ways to get your message out to not only your members but to your non-members in the community.

Here's also a great website to get more ideas on marketing on a small budget from Entrepreneur Magazine.

#1 Exclusive Campaigns

  • TBT (throw back Tuesday) is a great example of an exclusive campaign in social media
  • Get pictures from past events - pictures, facts, etc.
  • Tie it to each programs (i.e., months lunch, annual meeting, etc.)
  • Book it on Hootsuite
  • History Monday - facts on your chamber

#2 Thought Leadership

  • Staff as experts (networking tips)
  • Content marketing
  • Visit a member and write about it
  • Building the brand

#3 Earned Media

  • Relationship building
  • Be a source in good times and bad (answer the phone)
  • Find the hook
  • Find the human element

#4 Testimonials

  • On your events or mission
  • On helping a business grow
  • On a legislative victory

#5 Out

  • Membership plaques
  • New member orientations

#6 IN

  • In-window clings
  • E-plaques
  • Membership 101 (for everybody, including new members)

#7 Public Service Announcements and Media Partnerships (free)

  • Radio station (quote something from research, etc.)
  • One minute spots each week (interviews with business owners)
  • Spots run 8 times a day for a week

#8 Video

  • Storytelling
  • Everyone is going in this direction
  • Use your smartphone, hold phone horizontally and use a business card holder to keep phone steady
  • Portable light for phone (battery powered) - side of face
  • Put yourself between the light and the interviewee
  • Keep camera rolling at all times
  • Do not script answers, ask questions
  • Know what your story is going to be about - asking 2, 3 or 4 questions should do it
  • Use iMovie to tweak the finished product

Great tips to think about as you market your chamber to your members and the community at large.