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.

Meeting membership goals can be just one missing communication link away.

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.