Membership-driven organisations come in all shapes and sizes, from professional associations to gyms to galleries and museums. One of the few commonalities that binds them is the link between low member activity and reduced likelihood of renewal.
So how can you get inactive members excited again? Here are a few thoughts.
1. SPECIAL OFFERS
The most obvious solution, really, as it’s generally the most effective. Everyone loves a deal!
Offers could be price-driven, or involve something else of value. Segmenting members by level of inactivity is a good way of staggering the value of special offers, paving the way to offer particularly good deals to those deemed at highest risk of not renewing.
2. INCENTIVISED CAMPAIGNS
Another way to provide incentives is to excite the whole member base. We’ve worked on several recent campaigns for Quidco, the UK’s leading online cashback site, that offer the chance to win instant cash by playing a digital game – the perfect prize to remind members of a cashback site what it’s all about.
To play though, you must have a Quidco account. So we saw lots of previously inactive members receiving communications about the campaign, clicking through to the game, logging in and playing multiple times. Then continuing their journey to either the retailer sponsors of the games, or to make purchases through Quidco.
3. BENEFITS REFRESH
Sometimes people simply lose sight of why they joined your wonderful organisation, and what it can offer them. A gentle nudge could be all it takes to get them back. Gyms, for example, could highlight the health benefits and suggest lighter programmes to ease lapsed members in again.
“A gentle nudge could be all it takes to get them back”
It’s frightening to think of the money wasted on unused gym memberships. Some would argue the gym itself doesn’t mind. After all, it’s raking the money in. But ask any owner and they’d much rather have those people coming through the door. They’re motivated, they’re less likely to quit and undo the good work they’ve done – and they often spend while they’re in the building.
4. SHOW THEM THE LOVE
Simply making members feel valued and treasured is also a proven tactic. This could be carried out in conjunction with a special offer, or a reminder of the benefits of being a member – as mentioned above.
Or it could simply be a great piece of copywriting that lays bare how your organisation values each and every single one of its members, and how much it treasures their support. Maybe it’s a phonecall doing the same. Either way, provoking the feel-good factor is a great trigger for reigniting activity.
5. PERSONALISED COMMS
Make your data work harder for you by delving into inactive members’ previous activity and building a picture of their membership to date. Is there anything you can glean that can be latched onto to persuade them to stick around?
Larger organisations may find they need to segment their audience for this one, but done right it should still be as effective as those smaller ones that can really reach out on a one-to-one basis.