Professional Membership Tip: Delve Deeper to Regain Lapsed Members
Sept. 30, 2021
Extending back to members who have lapsed over one to two years is pretty standard, but what happens when you delve a little deeper and go back, say, five years? Finding the sweet spot of how far back to go is ongoing, says Maureen Geoghegan, communications and membership executive at the American Society of Anesthesiologists. But so far, it’s definitely been worth it.
How Does It Work?
Geoghegan’s team has a multichannel communications plan, but email is the main tactic for reaching out to lapsed members. They have focused on frequent communications and creating emails that aren’t just a laundry list of all the things lapsed members are missing out on.
They lead with a specific story, benefit or resource that directs the lapsed members to resources they might need without overwhelming them. It doesn’t always have to be a traditional resource, but something they might not know about like well-being information to manage burnout and stress.
Please select this link to read the complete article from Associations Now.