Choosing to offer a discount during a membership renewal campaign can convince more members to stay, but it is important to do some thoughtful planning before you make that decision.
"If you often find yourself sending renewal notices and then a discount, members will hold off renewing until they get that discount, because that's what you've trained them to expect," said Elizabeth Engel, CAE, chief strategist at Spark Consulting. "You're training them to ignore you, and you can get to a point where you devalue membership."
Engel shared how associations can offer member discounts that are effective and showcase value, as well as alternative methods to build up excitement like incentives.
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