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.
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.
“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.
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