01/27/2022

Professional Membership Tip: Use FOMO to Spur Renewals

Jan. 27, 2022

Looking for a way to get back lapsed members? A simple strategy could be just the ticket. Hint: timing—and a great value proposition—are everything.

How Does It Work?

The American Bus Association’s (ABA) members-only tradeshow was right around the corner, so ABA’S Senior Director of Membership Lia Zegeye sent out an email to lapsed members a week before the event reminding them that their membership had not been renewed. Instead of sending out a long list of benefits, Zegeye kept it simple with a short message about the upcoming event and a reminder to renew so they wouldn’t miss it.

Why Is It Effective?

“I got the best response,” she said. “You get the best response when you plan your outreach closer to a members-only event.” And it doesn’t have to be a large conference, it can be a webinar or any other type of event. “Just be a lot more strategic,” she said.

Please select this link to read the complete article from Associations Now.