It’s also an opportunity to re-connect with them on a personal level as you are with your other members who are receiving the renewal letter or email.
Your renewal letter or email offers an opportunity to outline the benefits of membership and acknowledge your member’s valued support.
Associations and other membership organizations can also use your membership data to personalize renewal emails or letters.
Start the process by thinking about what sets your members apart - for example: The more you know about your members, the more you can personalize the letter or email to speak directly to them.
Your overview of the benefits doesn’t have to be long-winded – but it does need to be relevant and outcomes-focused.
If you’ve done some thinking about customizing to suit your audience, it can be a brief, bullet-point list that speaks directly to the member.
If you can, customize the closing to suit the member type or the profile of the member so that it is warm and personal – offering up that emotional connection and a sense of membership value that reminds them why they became involved with your organization in the first place.
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If you fumble the salutation, your member may never get to your wonderful prose about how important he/she is or the amazing work your organization has accomplished over the last year.
So, here are a few tips on getting the hello or welcome right: Receiving your renewal letter or email may have your members thinking about another line from the Jerry Maguire movie: “show me the money”.
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You might want to consider creating separate letters or emails based on membership status, for example: Remember that famous line from the movie Jerry Maguire: “you had me at hello”?