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!