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Prioritize Member Preferences to Create an Effective Renewal Campaign

Know how members prefer to receive communication

Last year, the Aircraft Owners and Pilots Association (AOPA) retooled its email and direct-mail renewal campaigns. The goal was to create a campaign that was easy for members to complete and designed to make the most impact without overloading mailboxes.

“We moved to a print-on-demand system and used one template that changed the look, feel, and messaging, but it’s the same size and cut for all members,” said Kristen Rayner, AOPA’s program and marketing manager, member experience. “With our revamp, we’re beginning to make our renewal and overall member communications more personalized, which is critical.”

Rayner shared how understanding member preferences can help associations execute an effective renewal campaign.  

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