Reactivating former members is a critical step for associations looking to regain lost revenue and strengthen their community. Whether due to financial constraints, changes in personal interests, or simply a lapse in engagement, it’s not uncommon for members to drop off. However, with the right approach, associations can effectively re-engage these members, bringing them back into the fold. Here are some best practices to consider when reactivating members:
1. Personalized Communication
One of the most effective ways to reconnect with former members is through personalized communication. Instead of sending generic emails, take the time to craft messages that reflect the individual’s previous participation or interests within the association. This could include references to past events they attended, content they engaged with, or committees they were part of. Personalization demonstrates that you value them as individuals, which can go a long way in reestablishing their interest.
2. Analyze Data for Insights
Before reaching out, analyze your membership data to understand why members may have left. Was it due to specific programs, membership costs, or changes in their professional lives? By looking at past engagement history, you can identify patterns that will help tailor your re-engagement strategy. For example, if a member was active in certain events or programs, inviting them to similar upcoming activities can spark their interest.
3. Offer Incentives or Discounts
Offering an incentive or discount is a powerful tool for reactivating members. This could include discounted membership fees for a limited time, access to exclusive events, or special offers on upcoming conferences or training sessions. Members who left due to financial reasons or perceived lack of value may be enticed to return if they see tangible benefits upon rejoining.
4. Showcase New and Improved Offerings
Many associations evolve over time, and what may have once been a factor in a member’s departure could now be resolved. Perhaps you’ve introduced new programs, improved events, or created more relevant resources. When reaching out, emphasize the changes and improvements that align with the former member’s interests. Highlighting new value-added offerings can reignite their interest in becoming an active part of the association once again.
5. Engage Through Multiple Channels
Different members prefer different methods of communication, so don’t limit your outreach to just one platform. Use a mix of emails, social media outreach, phone calls, and even text messages if appropriate. Combining multiple communication channels ensures you’re reaching members where they are most likely to engage.
6. Invite Feedback
Sometimes, former members leave due to dissatisfaction with the association’s offerings or services. By reaching out to ask for their feedback, you show that their opinion matters. Whether positive or negative, feedback provides valuable insights into areas that need improvement. It also makes the former member feel heard and appreciated, which can be the first step toward re-engagement. Offering a follow-up action plan or addressing their concerns directly after receiving feedback can show your commitment to improving.
7. Create a Sense of Urgency
If you want to encourage reactivation quickly, create a sense of urgency. Offer limited-time promotions, early bird access to events, or exclusive members-only benefits that are only available for a short time. People are more likely to act when they feel that opportunities may pass them by if they wait too long.
8. Incorporate Social Proof
Former members may be hesitant to return if they don’t see the value in rejoining. Including testimonials, success stories, and recent achievements from current or returning members can help illustrate how the association is thriving and what benefits they are enjoying. Seeing others benefit can spark a sense of FOMO (fear of missing out) and encourage former members to return.
9. Host Exclusive “Comeback” Events
Invite former members to special events designed just for them—whether virtual or in-person. This could be a reunion, an exclusive webinar, or a VIP networking event. These events allow former members to dip their toes back into the association without feeling overwhelmed. They can reacquaint themselves with the community in a low-pressure, high-value setting.
10. Maintain Regular Engagement
Reactivating members doesn’t end with one communication or special offer. Establish an ongoing re-engagement plan that ensures you stay in touch with former members on a regular basis. This includes sending relevant content, invitations to events, or periodic check-ins. Keeping the communication open and consistent makes it easier for members to rejoin when they feel ready.
How Salesforce Can Help
Salesforce offers a range of tools that can make the reactivation process more efficient and data-driven. By leveraging Salesforce’s CRM platform, associations can segment former members based on their past engagement, identify trends, and personalize outreach efforts. The automation features in Salesforce can streamline communication, enabling automated follow-ups, personalized emails, and event invitations tailored to specific member interests. Additionally, Salesforce’s robust analytics provide insights into why members left and which strategies are most effective for re-engagement. With the ability to track interactions and manage ongoing relationships, Salesforce for associations help maintain consistent and relevant communication, significantly improving the chances of reactivating former members.
Reactivating members is a strategic effort that requires a combination of personalized outreach, understanding of their needs, and offering tangible value. By embracing these best practices and utilizing tools like Salesforce, associations can rebuild relationships with former members, ultimately fostering a stronger and more engaged community. In the end, it’s about creating an environment that entices former members to rejoin, recognizing their past contributions, and offering them new reasons to stay involved.