By Rick Whelan
We’ve got just a few weeks left before the end of the year, and many associations are scrambling to meet year-end membership and revenue goals.
One sure way to help “make your numbers” is not to overlook those who have: 1) yet to renew their memberships for 2011, 2) let their memberships lapse in 2010, and 3) those customers who have yet to join but are warm prospects.
Year-end tends to be a good time to do last minute membership campaigns with a sense of urgency. I have found that many members or prospects procrastinate during the year because of hectic work and travel schedules that tend to ease as the year winds down — meaning that they may have more time to consider your offer. Likewise many companies and organizations have a “use it or lose it” budget philosophy, so monies for memberships that didn’t seem to exist before suddenly become available.
If 2011 will see a dues increase or addition of new benefits, letting current prospects know that they can beat a dues increase or lock in a new benefit might just be the incentive they need to join now.
And thinking of incentives to join or come-back, do not forget to look to get rid of leftover premiums from the conference, books or other publications that might be ending their shelf life but still may have a high perceived value in the market place.
Finally, any marketing this time of year needs to be done with a sense or urgency and a 12/31 deadline, so forget the mail, and try to use email, faxes or the phone to contact your prospects and former members.
Rick Whelan is president of Marketing General Incorporated (MGI). For 32-years MGI has helped hundreds of associations grow brand awareness, new member recruitment, member engagement, renewal and reinstatement programs. Visit MGI on the web.