Retention Round-up

Lori Halley 20 September 2013 0 comments

This week’s Apricot Jam link round-up offers four posts with great ideas and insight into both member and donor retention. These posts offer: tips for understanding the “7 key drivers of donor commitment”; advice on demonstrating value to lapsed members; a reminder to  focus on “the human side of association membership work” as well as to remember “one size doesn’t fit all”.

The Rest Of The Retention Story – Part 4

In a comprehensive post on The Agitator, Roger Craver tells us:

Mastering ‘retention’ requires hard work:  research, organization-wide involvement across departments, and a willingness to swim against the conventional currents in the Sea of Sameness that is drowning our sector.

Unlike ‘acquisition’, fundraisers can’t just sign a purchase order for lists, printing, copywriters and consultants then hope for the best.

Craver asks: "What specific actions does your organization take toward the donor that help – or harm – donor commitment or loyalty?" And suggests that “The essential first step is to arrive at a list of key experiences that really matter; then use them to build a retention roadmap of donor experiences” and outlines “7 Key Drivers of Donor Commitment”.

Wish You Were Here 

Jeffrey Cufaude (Idea Architects) asks:

How do organizations address the ones who got away, the long-time members or customers no longer in their ranks?

Cufaude offers up details of his personal experience after deciding not to renew three long-term association memberships and suggests:

Members and customers make decisions partially based on the perceived return on investment of an organization’s offerings.  If we don’t let people know the value that they’ve been missing, how can we ever expect to get them to reinvest as a member or customer?

Don’t Forget Your Members Are People

Joe Rominiecki (Associations Now) reminds us:

There’s a lot of power in data, engagement scoring, and finely tuned marketing campaigns, but don’t lose sight of the people behind all those numbers. Here are a few reminders about the human side of association membership work.

Rominiecki offers four posts (including Jeffrey Cufaude’s above) that demonstrate “the value of strong relationship building”.

One Size Doesn’t Fit All 

Ann Green (Ann Green’s Nonprofit Blog) suggests:

A mistake some nonprofits make is to send everyone on their mailing list the same annual appeal letter. You have different relationships with these individuals, so you need to personalize your letters as much as possible. Don't worry, you can use some of the same content in all your letters. 

Green offers some “ideas for segmenting your lists and ways to personalize letters for different donor groups.”

Want more non-profit and membership links?

This is just a taste of the Delicious collection of membership and non-profit posts and articles we’ve bookmarked on Apricot Jam lately. You can check out the latest posts on topics such as: Membership, Volunteers, Communications, Events, Social Media, Leadership and Fundraising.

We hope you'll visit Apricot Jam often to see what’s new or subscribe to our RSS feed.

You can also find additional articles and guides on non-profit and membership topics in our Membership Knowledge Hub.

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Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Friday, 20 September 2013 at 8:30 AM

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