Your members are the backbone of your membership program. To keep your members excited about your organization, you probably pull out all the stops, from reeling them in with a positive application experience to keeping them engaged throughout their membership.
In membership programs, it’s all about the details, and there might be one seemingly small detail that your organization isn’t devoting enough attention to the all-important member renewal letter!
Whether you haven’t reworked your member renewal letter in years or don’t even know how to begin drafting, don’t worry. We’ll walk you through the steps to write a renewal letter that your members are excited to receive (and one that will ensure their renewal for years to come!).
And, if you need an extra push to get started, we’ve even provided a free member renewal letter template at the end of this post.
Now, let’s get writing!
1. Start With Your Salutation
What’s the very first thing your member sees when they open their renewal invoice? Aside from your organization’s letterhead, it’s probably their name.
While it may seem like a minute detail, the way you address your members says a lot about how your organization perceives them. A negative first-glance at your letter can keep your members from even reading your renewal request—and you definitely don’t want that!
To hook them from the first word, abide by the following tips:
- Be personal. Whether you’re a multinational organization or a local club, you want your members to feel that they’re known and valued on a personal level within your organization. Never address them as “Dear Member” or “To Whom It May Concern”; if they’ve been in your membership program long enough to receive a renewal letter, you should know their name!
- Be casual. There’s really no need for a “Mr.” or “Mrs.” within your salutation. Again, you should know your members well enough to use their first name! Plus, a dreaded mix-up can imply that your organization doesn’t care enough to get a member’s title right. Better to avoid that chance altogether.
- Be accurate. The most obvious point is also the most necessary: make sure you know your members’ preferred first names! Your membership software can help you ensure accuracy, but in case of faulty data or human error, always check that members receive the correct greeting.
You don’t want to start on the wrong foot, so don’t take your salutation lightly! Your membership management software should have some marketing & communications tools — like mail merge — that will help you keep communications personal, but accurate.
2. Remind Members Of Their Membership Value
While you want to keep your renewal letter concise, you don’t want to immediately launch it into your pitch. Take a paragraph or two to remind your members why their membership is important.
You can jog your members’ memories of their interest in your organization by answering two general questions:
- What did the organization do for members this year?
- What did members do for the organization this year?
Let’s break these questions down a bit.
What Did The Organization Do For Members This Year?
Let’s face it: your members are probably invested in your cause, but it’s more than possible that their lives don’t revolve around your organization.
It’s also possible that they’re a member of multiple programs and might be receiving more than one renewal offer—don’t let them forget how engaged they’ve been with your organization!
Briefly remind members what you’ve offered them in the past year by mentioning:
- Successful events you’ve planned.
- Community-building activities you’ve facilitated.
- Services or opportunities you’ve offered.
After a quick jaunt down memory lane, your member should be able to fondly recall all they’ve gained after a year as a member of your organization.
What Did Members Do For The Organization This Year?
Organizations with membership programs are able to accomplish much more with the help of their members’ contributions. Members love to know where their membership fees are really going, so show them just how impactful their membership has been (and why they should renew it)!
You can use your renewal letter to quickly remind your members what their donations have helped you achieve, including:
- Changes you’ve affected relative to your cause (be specific!).
- Volunteer opportunities that have impacted your community.
- Advocacy initiatives you’ve begun (or furthered).
In addition to showing off all of the past year’s accomplishments, you can also use this section of your letter as a space to announce your organization’s upcoming goals. What will you be able to achieve as a result of this member’s renewal?
3. Get To The Point — Ask Them To Renew!
You’ve set the stage, and now it’s time to make the request.
Don’t beat around the bush during this phase of the letter. After all, the purpose of your message is to secure their renewal! Speak with a sense of urgency so that your members feel compelled to complete the renewal process as quickly as possible.
At this point, it’s important that you don’t forget the other most crucial step to membership renewal: the membership application form!
Suppose your renewal letter is more of a renewal email. In that case, you should clearly and prominently display a link to fill out your online application form (if you require that members complete it annually). If you’ve sent your letter using more traditional means, include a paper copy as well as information for completing the form online.
In this section, you may also include additional renewal options, such as membership level upgrades or other donation opportunities. Just be sure to lay out the fees associated with each clearly, and don’t overwhelm your members by asking for too much. More than anything, you want them to know that you’re grateful for their membership, no matter how involved or generous they’re able to be.
4. Offer Membership Renewal Incentives
While not necessary, you may also want to provide your members with extra incentives for renewing their membership.
This step isn’t appropriate for every organization, particularly if you don’t have the resources to pull it off in a reasonable way. But, if you want to go the extra mile, offering additional benefits can be a highly effective way to increase retention!
To maximize this strategy’s effectiveness, consider the following tips:
- Reward urgency. Since you should be sending out multiple renewal reminders in addition to your official renewal letter, you can provide incentives for members who renew sooner rather than later. Offer discounts or promise a token of appreciation for members who secure their renewal within the next two weeks (or another time frame).
- Encourage upgrades. Perhaps you’d like to see more members take advantage of your more expensive membership packages. You can offer incentives for renewing at a higher level or for multi-year renewal; just make sure you clearly outline any additional costs they’ll be responsible for.
- Don’t jump the gun. Many members will happily renew without any additional incentives, so don’t be too quick in implementing this strategy. Instead, save this method for when your organization isn’t seeing the return on renewal letters that you’d like, or if you need to take your retention strategy to the next level.
When timed correctly, adding a few special benefits to the mix can be a game-changer for your renewal responses!
5. Provide Follow-up Details
Your member has made it to the end of the page, but they’re still not confident in renewing their membership for another year. Perhaps they have a lingering question or would like to speak with someone at your organization who can further persuade them.
There would be nothing worse than leaving a member stranded and unable to renew their subscription. You can make sure that members are able to take the next step by providing clear contact information for your leadership team.
At the end of your letter, simply tell your members where they can direct any questions, comments, or concerns. Of course, you should include:
- The appropriate contact person’s full name.
- A phone number.
- An email address.
- The address of your organization’s offices.
Your member may already know how to access your team, but there’s no harm in going over these necessary details once more. Plus, including a note that questions are welcome will make your members feel more comfortable speaking to your staff (and reminding members that your organization is accessible is never a bad thing!). And for the long-run, consider creating a member login portal on your website — so members can access information and stay engaged without having to contact you.
6. Thank Your Members (Again and Again)
You should always have a gracious attitude toward your members, but you should be especially considerate when you’re asking them to renew their membership.
As you close your letter, tell your member again how grateful you are for their continued involvement in your organization. Keep it concise (you don’t need to oversell it!), but be sincere.
It also might be a good idea to include a handwritten note alongside your closing words, especially if your organization has a local affiliation or is on the smaller side. If the member has a personal connection with your leadership team, a simple note can go a long way in demonstrating how highly you value your constituents.
After your member has secured their membership and submitted their membership fees, take an extra step, and thank them again. This time, reach out personally with a thank-you note (not just an acknowledgment email!) to show your appreciation for their investment.
Though small, we can assure you these gestures don’t go unnoticed by members!
7. Follow Our Free Template
For even more specific guidelines, check out our template of a winning renewal letter below!
Member renewal letters might seem daunting, but with a little extra time and effort, you can craft a compelling message that reminds your members why they love being a part of your organization.
When it comes to managing member data, Neon has a powerful suite of tools designed to make your job a little easier. Discover all the features within Neon’s membership management software (and schedule a demo)!
And For Even More Ways To Get The Most From Your Membership Program, Check Out These Resources:
Boost Member Engagement in 6 Simple Steps – Using your membership software and a little creativity, you can ensure your members are excited about your membership program for years to come.
Five Ways Digital Membership Cards Can Improve Your Membership Program – Digital membership cards are an attractive and innovative solution for membership programs.