How to Authentically Re-engage Lapsed Members
You need the right tools and tactics
Associations are always trying to reach their people. But that doesn’t have to mean recruiting new members—sometimes it’s about making sure the people who know you stick around.
Many associations saw a membership increase during the pandemic as professionals attempted to gain insights and stay in touch with peers. But it can be a challenge to reengage these members. Even so, associations are rethinking their efforts to recruit new members and are prioritizing engaging the members they already have, explained Janelle Benefield, vice president of AffiniPay for Associations.
“Everybody wants to get new members, but it’s very expensive to market to get new members,” she said. “So I think there’s a renewed focus toward really paying attention to who’s already there, who’s already paying, making sure they get maximum value.”
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