For nonprofits with membership programs, retention is everything. No matter how engaging or profitable your membership program is, if you can’t convince members to come back year after year, you’ll never achieve true progress or growth.
Luckily, there’s one oft-overlooked aspect of the member stewardship game that you can leverage to maximize your retention rates and supercharge your membership program. We’re talking about the ever-so-crucial membership renewal letter.
Though you might perceive these pesky communications as necessary evils, there is a way to ensure your renewal letters are more than just a requirement. They’re a way to engage your members and remind them of the value of the membership experience (while asking for a donation in the form of a membership fee).
In fact, if you follow our tips, you might even start to enjoy the renewal process—and more importantly, so will your members!
We’ll help you take your member renewal letters from okay to amazing in just 5 simple steps:
- Get personal.
- Take your members down memory lane.
- Understand the urgency.
- Stay gracious.
- Don’t forget the details.
1. Get personal.
More than likely, you’ll utilize your membership management software to help you create and send large batches of renewal letters. Because these communications are often automated (or aided by your database), it’s easy to get lost in the transaction and forget to include a human touch.
Even though it’s an easy mistake, this error is more fatal than you might think!
For nonprofit organizations, your members are your most dedicated constituents. Not only do they give on a recurring basis and participate in engagement activities, but they set themselves apart by actually identifying themselves as part of your organization.
Since your members are so deeply invested in your nonprofit, it’s important to show the same level of respect and appreciation for them. By interacting with members in a personal way, you’re showing them that they’re not just a face in a crowd—they’re valued on an individual level!
You should make your letter as personal as possible by including:
- An accurate, friendly greeting. You should know your members well enough not to refer to them as “Dear Member,” so call them by their (correct!) first name. Use your database to ensure accuracy, and always double check to make sure the right letter is going to the right person.
- A personable tone. This letter is more than just a formal invoice of members’ dues, so don’t fall into the trap of taking a transactional approach. Let your members know that you’re excited to have them contribute for another year, not just to receive their money!
- A short handwritten note. If possible, have your membership director add a brief handwritten note to the end of the renewal letter. Especially if you’re a local organization or have interacted personally with this member before, adding a personal touch can go a long way.
When you use your member renewal letter as an opportunity to remind your members how much you care about them, you’ll be much more likely to see eager renewals.
The point is: Don’t treat your members like they’re nothing more than their membership fees. Show them you value them by crafting a letter that’s personal and friendly, and you’re sure to see your retention rates soar.
2. Take your members down memory lane.
Before you launch into a request, take a paragraph to remind your members how far their membership fees have gone to further your organization’s cause and enrich their lives since their last renewal.
Look at it this way: your members have other expenses too, and they likely can’t afford to shell out membership fees for an organization that hasn’t given them their money’s worth. If they can’t remember what last year’s dues paid for, they definitely won’t see the point in signing up for another go-round!
To prevent that from happening, spend some time briefly recapping the value of their membership. If member stewardship has been a priority (and we hope that it has!), you’ll have no issue coming up with a highlight reel of all your membership program has done (and all your members have done for your membership program).
You might want to remind your members of any (or all) of the following:
- Impact on your cause or community. Did you raise a record amount for your charity’s mission? Perhaps your members’ volunteer efforts had a radical effect on your community. Whatever the case, your nonprofit probably accomplished a lot last year with the help of your devoted members, so let them know you couldn’t do it without them.
- Member engagement activities. One of the strongest benefits to membership programs is the community they naturally foster. Your events and programs have likely worked to develop a supportive group of like-minded individuals, so make sure this benefit is at the front of your members’ minds.
- Services and opportunities. Does your membership program offer exclusive content or services for members? Don’t let them forget! Whether you had an educational speaker at your member get-together or hosted a conference, remind your donors how much your organization has helped them learn and grow this year.
You don’t want to spend too much time celebrating the past year’s successes (that’s what your year-end newsletter is for), but you do want to make your rationale clear: your members can’t get the experience of this membership program anywhere else!
The point is: Take some time to help your members recall the value of your membership program. By briefly going over the impact of your program, you’ll have no problem recruiting them for another year.
3. Understand the urgency.
As much fun as it is to rehash old times, you can’t avoid the purpose of your letter for long. By the second or third paragraph, it’s time to ask your members to renew their membership.
At this point in the letter, we can’t stress enough the importance of being to-the-point. If membership dues have increased since the last renewal period, tell your members directly. If you want to ask them to upgrade their membership level, quickly explain why and how. If you’re too vague, your members might think you’re hiding something from them, so just be clear from the start.
While you don’t want to be curt, you do want to stress that this is a matter best handled as soon as possible. When members feel they can put off their renewal for a later date, it increases the odds that they won’t ever get around to renewing—and you can’t let that happen!
Encourage your members to act sooner rather than later by using the following strategies:
- Include your application form. Take away the guesswork by including a link to your membership application, or a paper copy if your renewal letters are sent by mail. For the best results, make sure your form is user-friendly and well-designed. (Take a look at this article to learn how to optimize your application form!)
- Make renewals easy. Membership management software can streamline the renewal process for both you and your members. Depending on your provider, you might even be able to include an automated renewal option on your application form or your website’s member portal.
- Incentivize early renewal. If you’re having a hard time securing early or even on-time renewals, it might be time to up the ante. Though not realistic for every organization, providing benefits for those who take immediate action can seriously pay off. Consider offering a discount if members renew within two weeks of receiving their first renewal letter.
Don’t let your members lapse due to forgetfulness; convince them to secure another year’s involvement as soon as they receive their letter!
For more on requesting donations through letters, check out this post!
The point is: Get to the point quickly and make the pitch your members have been waiting for. Ask for their renewal in a direct, positive way, and make sure the renewal process is easy enough for them to complete on the spot.
4. Stay gracious.
Remember the bottom line here: your members make your membership program possible. Without their contributions and involvement, you wouldn’t have a leg to stand on, so show them your gratitude as you ask for their renewal.
Throughout your letter, write with a tone of respect and thankfulness. Don’t ever be demanding!
Moreover, you might consider the following thank-you protocol for both your letter and the follow-up:
- Close your letter with sincerity. Gratefulness should be the last thing your members see in their member renewal letters. Don’t overdo it (and risk cheesiness), but do include a sincere line to reiterate how appreciative you are as you close your letter.
- Keep communication open. By failing to include follow-up details for your organization, you’re assuming your members will renew without question. On the contrary, make sure they’re aware that your team is eager to answer any and all of their questions by providing relevant contact information, including a specific point person on your team.
- Send a thank-you note. Instead of only automating an acknowledgement or receipt, you should send your member a personalized thank-you note as soon as possible. An email is fine, but a handwritten note from your membership director or a board member can reiterate your personal connection to your members.
Gratitude during the renewal period is a major step toward member retention in the long run. Start on the right foot this membership term by proving to your members how much you value them (and avoiding tricky membership engagement mistakes along the way).
The point is: You can’t thank your members enough for what they do for your organization, but you can certainly try! Be gracious throughout your letter and always follow up personally as soon as you can.
5. Don’t forget the details.
We can’t talk about effective membership renewal letters without discussing at least a few technical details!
The smallest elements can push your letter to the next level, so let’s break down a few key technical components you can’t ignore:
- Keep it concise. As you edit your letter with our tips in mind, you might see your letter growing and growing to include all the necessary elements. Keep in mind that your members are busy and don’t have time for long-winded letters! A page is plenty to get your message across, but definitely don’t got over a 2-page limit.
- Be persistent. While we’ve only been referring to the membership renewal letter as a singular communication, don’t be fooled into thinking you can get away with sending only one request. Start sending renewal reminders as early as a few months before membership expiration. (Hint: your software can automate these reminders so you don’t have to keep up with them!)
- Don’t forget lapsed members. Have some members who missed the renewal window? Don’t let them lapse without sending a final reminder. This can be a good time to provide incentives, especially for long-time members.
The point is: Don’t forget the minor details of your renewal letter, from timing to length. Be thoughtful as you review your letter, and your members will appreciate the attention to detail!
Member renewal letters don’t have to be a hassle, for you or your members. When you send a letter that’s engaging and sincere, your members will notice (and they’ll be excited to sign up for another year!).
Need a little extra help crafting your letter? Check out this guide from Neon!
And for more on membership programs, check out these additional resources:
- Check out this list of 11 top membership management tools to find the right software for your program.
- Learn the basics of nonprofit membership programs with this handy guide.
- Start your nonprofit membership program on the right foot by following these 7 steps.