17 Dec Membership Surveys and Renewals
By David Allen, Development for Conservation
My mother and her husband recently moved from Estes Park, Colorado to Portland, Oregon. In celebration and support, my wife and I bought her a membership in the Oregon State Parks Foundation, a day-use parking sticker for their car, and a book of maps and trails.
When I give or join any organization, I always pay close attention to the donor experience, and this gift membership was no exception. And frankly, for the most part, the member experience was not particularly noteworthy.
Then, about a month before my renewal month, I received this email:
It struck my as exemplary in many ways:
- It arrived a month before my renewal month.
- It was addressed to me personally.
- It was clearly presented as being from a real person, in this case Maegan, and her picture was included.
- It connected me to a survey – think specific and singular call to action with a specific deadline – not trying to do too much in one email.
- The survey had seven questions which collectively served to remind me of the reasons I supported the Foundation last year.
- The sixth question particularly struck me – Do you intend to renew your membership? It came after questions about how I first heard about the Foundation, why I joined, what I liked most, and what I might like (if anything) as a membership premium. And it was followed by a question about how often I visit a state park.
I thought it was brilliant, and I thought it set me up in the best way possible as a renewal candidate.
First year renewal rates are notoriously dismal. Often, first gifts are impulsive and emotional. One year is not enough time for many people to replace those feelings with those of love and loyalty. So a first renewal rate of 40-45% is pretty healthy. Anything you can do to boost that rate will help you grow your membership faster.
I’ve seen several organizations using membership surveys to periodically gather information. But this email and survey from Oregon State Parks Foundation was different and felt exemplary.
And worth passing along.
Cheers, and have a great week!
PS: I did renew!
Photo by Trevor M from Pixabay