and then to the Join A Club
Logo Store.
And, again, if your club can use a Join A Club display for your convention,
shows or other venues, please send us the postal mailing address you would like
to have it sent to and we would be happy to send you one. Send information to:
info@JoinAClub.org
Club Membership Renewals
========================
For many collecting groups which have membership renewals on an annual basis,
December and January can be busy months. Perhaps outside of the annual
convention, this may well be the most critical activity of the calendar year.
Keeping members in the club year after year is just as important as recruiting
new members, and perhaps more so.
We are going to convey several thoughts ACC has regarding the area of club
membership renewals.
Membership Retention
====================
While recruiting new club members is tremendously important, retention of
members is probably even more important. Without the continuing membership base
it is difficult for clubs to operate, or even to survive. Since so many clubs
rely very heavily upon dues as the central portion of their annual operating
budget, this becomes tremendously important.
A couple of years ago ACC did a survey asking club leaders what an acceptable
attrition rate was for members not renewing. The number mentioned the most was
at the 30% level. With such fast-paced life styles, often people's interest
change rapidly. No longer should we expect that a hobby is going to be a "life
time" endeavor. Many people change hobbies, loose interest, or outgrow hobbies
quickly. With the "aging" factor many clubs are experiencing, a number of club
members are finding it is time to dispose of their collections, hence they may
no longer continue their membership. None of these have any reflection on the
operation or services of a club serving the hobby area if that member simply
doesn't renew.
However, a collecting club needs to keep a watchful eye on the club members
who do not renew. These members need to be reminded - perhaps more than once -
and you need to find out why they decided not to renew their membership.
It is amazing the number of clubs which simply announce through a special
mailing or their newsletter that it's time to renew and let it go at that. If a
member doesn't see the announcement or simply doesn't "get around" to renewing,
they're gone - perhaps forever!
The suggested formula, we believe, is first to send out the membership
renewal, and second, to follow up with a reminder six to eight weeks later for
those you have not yet heard from. Timing is important. If dues renewals come
due at the end of the calendar year, don't send them out too early (members will
automatically say "Oh, I've got plenty of time, and sit the renewal notice
aside), or too late getting involved with the December holiday rush. Usually
about one month out, i.e. Thanksgiving time, is a good time frame. Personally,
we urge clubs with renewals coming due at one time each year to perhaps choose a
time other than January 1 for renewals. The "other time" may differ with various
clubs but, for example, if your annual convention is in mid-summer (let's say
July or August), you may want to have renewals come due sometime around May 1 so
you can tie your renewal "pitch" to the upcoming convention.
Making Membership Renewals Easy
===============================
The easier it is to renew, the better the chance for receiving the renewals.
Some of the ways that can be considered include:
- Offering renewals with a credit card or Pay Pal
- Renewing online through the club website
- Renewal form as part of the member publication
- Offering multiple year memberships
- Considering membership renewal incentives.
Why Renew My Membership?
========================
The renewal approach should be as carefully thought out and presented as
membership recruitment tools.
Here are some approaches:
1 - "State of the Club" - Renewal time is always a good time to give the
membership a "state of the club" report on projects and accomplishments over the
past year. Whether this actually enhances membership renewal, or not, is hard to
say, but it still should be a consideration. This suggestion, obviously, is for
clubs which have all renewals come due at one time each year, however still
isn't a bad idea for the president or board to do on an annual basis for any
club.
2 - Plans and goals. Similar to the "State of the Club" idea, but with
emphasis on what the club leadership has planned for the future...the upcoming
year, particularly if there are some new projects or activities on the horizon
that would make a club member want to stay around.
3 - Reminder of benefits. Its never wrong to keep reminding the members of
the numerous benefits their dues brings them as a collector and a member of the
club. We find often when club leadership lists their benefits, they still miss
some. Be creative. Make it a brain-storming session at your next board meeting.
Incorporating member benefits into the renewal message is always appropriate.
4 - Member testimonials. Brief quotes, only a sentence or two, from club
members as to why they feel their membership in the club is beneficial...what
they are getting out of it...can often be a positive renewal tool. Be sure to
include a couple of testimonials from new members who have only been in the club
for a year or two.
5 - Survey. Membership renewal time is always a good time to ask the
membership for any ideas or comments they may have on club direction, new
projects or challenges the board may wish to have their opinion on. This type of
participatory action makes a member feel like their views and thoughts count.
Note: It is also an excellent time to ask renewing members if they would care to
volunteer for specific projects or activities.
Regardless of what type of membership renewal program your club or society
may have, always remember that renewing an existing member is easier than
recruiting a new one.
Membership Retention Follow-up
==============================
Are those members who do not renew gone forever? For some of them, yes. But
not for all of them.
We highly suggest that 6-8 months out, after a member's dues has expired and
they are no longer receiving the club publication or other benefits, that they
be contacted once again. Let them know that they are missed. Briefly update them
on any new activities or projects the club has going, or news on the upcoming
convention, and suggest they might want to consider re-joining. Send them a
brief survey asking them why they did not rejoin and any thoughts they may have
on the club. Include a stamped, re-turn envelope. Their responses are important,
regardless of whether they re-new or not. (Just showing your concern for their
non-renewal may be enough incentive for them to come back into the club.) Or,
you may want to offer a real incentive, like the magazine publishers. Offer a
reduced re-newal rate for coming back into the club, or 15 months membership for
the price of 12...whatever seems appropriate for your club's situation.
If you have comments or suggestions on membership renewals, we would welcome
them. Send to the Association of Collecting Clubs in any of the formats listed
at the bottom of this ACC Update newsletter.
WHAT KIND OF MEMBER ARE YOU?
============================
Some members keep their organization strong
While others join and just belong.
Some dig right in, some serve with pride
Some go along just for the ride.
Some volunteer to do their share
While some sit back and just don't care.
On meeting days some always show,
but then, there are those who never go
Some always pay their dues ahead,
Some get behind for months instead.
Some do their best, some build, some make,
some never give, but always take.
Some lag behind, some let things go,
Some never help their organization grow.
Some drag, some pull,
Some don't, some do.
WHICH OF THESE ARE YOU?
In discussing membership we thought the above poem might be appropriate. It
certainly is not original. We have seen it in newsletters and on websites of
several dozen member organizations in at least five countries, but not
collecting clubs. Yet, probably most clubs can "identify" with it.
Collector Insurance
===================
We have a lot of interest in the club-sponsored Collector Insurance Program.
If your club hasn't looked into this program yet, we urge you to take a look:
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