When a member leaves, it doesn’t mean goodbye forever. Members who have walked away may be the easiest ones to get back. Most organizations turn to recruiting new members to fill gaps in enrollment, but since they don’t already know you, this group is harder to convert. You have much convincing to do before they’re ready to sign on.
Meanwhile, for every four or so new members you get, you lose one existing member who doesn’t renew. Let’s put it this way—if your retention rate is 75 percent, you need to replace a quarter of your membership with new members every year before you see any growth.
If you want to boost enrollment, your organization’s best bet is improving retention. Engaging new members immediately when they join is the key to cultivating an engaged base that renews without a second thought.
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