How to use emails to grow, engage and retain members

Shiv NarayananCMO, Wild Apricot

How to use emails to grow, engage and retain members

Our topic

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How to use emails to grow, engage and retain

members

You’re not alone

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We call this being in “Excel Hell”

● Collecting cheques from members● Depositing them at the bank● Reminding members about renewals● Chasing down people who haven’t paid● Going through all the same steps for

events● Keeping track of everything in Excel…

Worst of all: your organization and your cause suffer

Imagine a future where

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● Your members can auto-renew their dues● Your events can be registered to online● Your members receive renewal and event

reminders● You NO LONGER need to track everything in

Excel

What would you do with all that extra time?

Where you want to be

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Free...to focus on your passionThis is what drives us.

The question is HOW?

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The answer: Emails!

We’re going to show you 3 essential strategies to use emails to grow, engage and retain your members

Are you ready? (Type YES in the chat box if you are!)

Strategy #1: Retaining your members

Does your membership renewal process look like this?

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Membership expires

1. You realize (often too late) that a member is no longer a member via Excel

2. You chase the person down3. You collect payment, often as

cash/cheque4. You have to go to the bank to

deposit the funds5. You update your Excel

spreadsheet6. The process repeats the

following year

What your membership renewal process SHOULD look like

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Membership expires

Member receives a reminder in their email

Member pays online and renews membership

Your membership database is

automatically updated

Tip: Multiple reminders work!

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People forget things!

What your strategy should be

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Imagine your members’ membership expires in 45 days

14 Days LeftSend Reminder 1

7 Days LeftSend Reminder 2

On ExpirySend Notification

3 Days after ExpiryGrace Period Email

7 Days after ExpiryFinal Reminder

*Note 1: and if they renew, stop the email campaign!

**Note 2: always give them the chance to opt-out of your emails.

The formula for a good renewal email

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1. Thank them for being a member2. Notify them that their membership is about to expire — Give the exact date + how many days

they have left!3. Explain what benefits they will lose if they do not renew their membership (this is critical!)4. Give them exact steps on how they can renew their membership with a link to a payment page5. Give your contact information if they have any questions6. Thank them again7. Sign8. Add a P.S. that reiterates all the above information in 2 sentences — many people skip emails

but read the PS!

Strategy #2: Engaging Members

Here’s a cool stat

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If a member makes it to Day 100 with your organization, odds are they will stay with you for 5 years.

How much time do you spend welcoming new members?

How most people welcome new members

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New member joins Member receives simple welcome email

What new members are often feeling

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Your newest members are your most “excited” yet most “anxious” prospects

● Excited to join● Excited to participate● Also feeling anxious wondering

if they made the right decision

The right way to welcome new members

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New member joins Member receives simple welcome email

Think bigger!

Member gets invited to next event right away

Member gets all information they need to

succeed

Member gets to talk to a human being!

The formula for a good welcome email

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1. Thank them for joining2. Assure them that they’ve made an amazing decision!3. List all the benefits they have just opened up for themselves by joining your organization4. Get them engaged! Give them something to do! (This is critical)

a. E.g. ask them to attend an upcoming event (with the registration link)5. Give them all the logistical details for their membership6. Give your contact information if they have any questions7. Thank them again8. Sign9. Add a P.S. that reiterates all the above information in 2 sentences — again, many people skip

emails but read the PS!

Bonus: Follow-up!

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Remember: People forget things!

Also remember: if you help new members succeed in the first 100 days, they’ll stay for up to 5 years!

Check in after a week, 2 weeks to see how they’re doing! Call them via phone!

Strategy #3: Nurture Prospective Members

How much do you “Nurture” prospective members?

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Are you nurturing potential members who are engaging with your organization?

Example

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Imagine if you held an annual conference and several non-members registered.How can you help make them members?

Answer: Following Up!

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With someone’s email, you have the opportunity to talk about all the wonderful benefits of joining your organization

BIGGEST MISTAKE people make:They stop at the thank you email

What you should be doing

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1 day afterThank them via

email

3 Days laterSend them value

via email

7 Days laterSend them more

value

Prospect attends event

All emails should ask them

to become members!

Example of an email for prospects

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We’ve just scratched the surface

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Imagine a future where

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● Your members can auto-renew their dues● Your events can be registered to online● Your members receive renewal and event

reminders● You NO LONGER need to track everything in

Excel

What would you do with all that extra time?

Who uses Wild Apricot? Is this for you?

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Over 16,000 small organizations with over 55,000 admins serve over 5 million members

How Wild Apricot brings it all together

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My one request

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Our mission: to better the lives of passionate individuals running small organizations everywhere and to help those organizations make a bigger impact

My one request: Please commit your time and energy to move your organization forward...we’ve helped over 16,000 organizations already and we can help yours succeed

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If you have questions

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Email coaches@wildapricot.com We’d love to help you!

Thank you for attending!