The key to member retention during the holidays lies in offerings that resonate with your community and foster lasting connections.
Heading into the hustle and bustle of the holidays, nonprofits and associations often shift their focus to year-end events and renewals. But how can you ensure that you retain members for the long term? You’ll find the solution by offering value-added services and using thoughtful strategies to keep them engaged and boost member retention during the holidays.
Here are seven effective ways to boost member retention during the holiday season and beyond.
1. Personalize engagement with year-in-review reports.
People want to know how they’ve benefited from their membership, especially as they’re reflecting on the year. Use your organization’s data to send personalized year-in-review reports, highlighting individual contributions, event participation, and professional development. For example, if they attended specific events or participated in online discussions, create a summary of their involvement. This shows members the value they received and reminds them of what they’re gaining by being part of your organization.
2. Segment communications based on membership history.
Not all members have the same needs. Use the tools in iMIS or your AMS to segment members by length of membership, event participation, or engagement with your services. By customizing your messaging, you can provide content that speaks directly to unique needs and interests. For instance, long-term members may appreciate recognition for their loyalty while newer associates might benefit from a “how-to” guide for maximizing their membership benefits.
3. Offer incentives for auto-renewals.
Encourage members to commit to automatic renewals by offering small incentives. A discount for signing up for auto-renewal makes it easier for them to stay on board year after year. Offering a 10% discount for those who choose automatic renewal, for instance, not only secures future revenue but also ensures that members don’t miss out on the benefits your organization provides. You might also consider breaking membership payments into smaller, more manageable monthly installments to reduce the financial burden.
4. Engage in personalized outreach.
While email blasts are a quick and effective way to communicate, sometimes a more personal touch can make a world of difference. For members who haven’t been engaging with your events or content, reach out with a phone call to better understand their needs and challenges. This effort shows them that you genuinely care about their experience. A direct conversation can also uncover missed opportunities for engagement and help identify barriers that may be keeping members from getting the most out of their membership.
5. Highlight member benefits they may overlook.
During the holiday season, your members may not be thinking about all the extra benefits their membership provides. Affinity programs in particular—such as discounts on services like insurance, car rentals, or travel—are often overlooked. Remind them of these savings opportunities in your communications, especially when they may be making large purchases or planning travels during this holiday season and year-end wrap-up!”
6. Leverage technology to keep everyone informed.
By utilizing automated emails and reminders, you can keep members up to date on events, renewals, and important announcements during the busy holiday season. With the help of iMIS or your AMS, it’s easy to automate member communications that provide updates about seasonal promotions, events, and renewal deadlines—saving you time while keeping your members in the loop. Digital tools can streamline communication and offer personalized experiences, ensuring your members feel connected and informed.
7. Personalize your gratitude.
A little appreciation can go a long way in boosting member retention. While emails are efficient, a handwritten note shows a level of thoughtfulness that can strengthen your relationship. Handwritten thank-you cards or personalized notes make constituents feel valued, especially during the holiday season. They can be particularly impactful for those who have been with your organization for years.
The holidays are the perfect time to reinforce the value of your membership program and show your members just how much they mean to your organization. With the right strategies in place, you can increase retention rates and keep your members loyal year after year.
If you’re ready to enhance member retention during the holiday season with the right technology, Intuitive Business Concepts can help! Our expert AMS, LMS, and cloud solutions streamline processes and maximize value. Contact us today to get started.
About IBC: At IBC, we have a deep understanding of the critical business needs and processes specific to associations, non-profits, and unions. We ‘get’ your culture, your goals, and what drives you, too. Focused exclusively on and dedicated to delivering the most effective AMS, LMS, and Cloud Financial Software for our clients, we’re well-versed in identifying and applying the integration techniques that will save you time and money. Since 2001, our cutting-edge products, unparalleled responsiveness, and award-winning services have helped organizations like yours increase their operational and financial performance by leveraging best practices and proven solutions. For more information about IBC, please visit the website at www.ibconcepts.com or call 443.603.0215.
