It’s that time of the year to jump start your membership with a lapsed member campaign.
I’ve written about this in the past, but it is at least an annual campaign you need to have in your membership marketing plan.
I personally believe you should conduct at least two, and I’ve worked in organizations that did them on a monthly basis. If done right, they’ll generate members and money.
Two things you need to put in order before you launch your campaign.
- Clean-up your member database; and
- Decide what your offer is going to be.
As stated in the past, I've done the mailings in two ways:
- Invoice only; or
- Invoice with a cover letter highlighting the latest activities of the organization and any recent activities they’ll recognize that they benefited from.
If you do a letter, make sure you have a contact person they can reach out to directly and also the ability to pay online. The key is to make it easy for them to rejoin!
And what's most important is that you don’t delay. Jump start your year with that lapsed mailing campaign, with updated membership, data today!
For a great resource on tips and templates for lapsed membership campaigns go to MemberClicks HERE.
