Our session on renewals really made me think about how the whole renewal effort should really be a constant process that should start almost as soon as the member joins. On my first day as the Director of Membership for a Trade Association several years ago, I received an earful from a member who had just received a renewal notice and told me “it really burns me up that the only time I hear from you is when you want my money.” After that I started a “12 Touch” program to ensure that every member heard from us at least once a month throughout the calendar year with some sort of program or benefit related information.

But you know what I didn’t do? I didn’t put in place metrics to track it, which would have given me the data I needed to generate customized follow up. Had I done that, I would have been able to segment my larger pool of renewers into whatever categories I wanted, and then leverage our integrated email system to create customized renewal campaigns.

Twelve touches are great. Twelve touches that differ based on number of years as a member, combined with event attendance data, engagement metrics, areas of interest and industry subset would have been even better. All those groupings could have had their own workflows and messages designed to convey Association-value based on unique metrics.

If that sounds like something more like marketing than renewal, you’re right. The truth is that any time we are communicating on the value of the association we’re marketing, even if that is happening as part of a more mundane process. As we discussed during the webinar, renewals are a golden opportunity for messaging, communicating and marketing. With a little advance work and planning, maybe that first day phone call is a “thanks for all you’re doing” instead of a need to defend the value proposition.

Related Blogs

8 Elements of an Association Marketing Strategy for Member Recruitment

8 Elements of an Association Marketing Strategy for Member Recruitment

Improve your member recruitment with an association marketing strategy that puts you on the map with help from Impexium!
Making Sense of Member Data: 3 Immediate Benefits of Better Data Management

Making Sense of Member Data: 3 Immediate Benefits of Better Data Management

Member data is right there in front of you with Impexium’s association management software. Use it to your advantage and...
How to Attract New Members to An Association

How to Attract New Members

Learn how to build and empower a strong membership and how to attract new members to your association with these...
7 Steps to Boost Member Retention within Your Association

7 Steps to Boost Association Member Retention

These 7 steps will help boost member retention within your association. You work hard to bring in new members; keep...


  • “We wanted a partner that would grow with us and one that could innovate with us. Impexium checked all those boxes. They took us from outdated to automated.”

    Laurie Bollig CoSIDA
    Laurie Bollig
    Director of Membership Engagement at CoSIDA
  • “…very excited because of the possibilities that I see for NADA moving forward, the ability to give our executives the information, any intelligence that they need in order to help our members better…the ability to simplify the whole application ecosystem, removing unbelievable complexity and bringing simplicity to the application.”

    Rafael Maldonado NADA
    Rafael Maldonado
    Former CIO at NADA
  • “…Impexium has allowed us to significantly improve our processes and procedures. We’ve automated quite a lot with Impexium and removed a number of manual processes that we had before. And staff are very happy about that.”

    Impexium RAPS Case Study
    Wendy Sahli
    Technology at RAPS
  • “I like the fact that by using Impexium versus our previous system, we will be able to reduce staff’s workload. As a result, NAADAC’s staff will be happy, feel more capable and competent…in serving our members.”

    Cynthia Moreno Tuohy NAADAC
    Cynthia Moreno Tuohy
    Executive Director at NAADAC
  • “I found Impexium to be more modern, more sophisticated, more user friendly, more intuitive.”

    Jeff Sventek AsMA
    Jeff Sventek
    Executive Director at AsMA
  • “You have to have a support team that communicates clearly, is a good listener, is patient and can really handle the problem solving…I have been really pleased with Impexium’s support. They are on-top-of things responsive…I know they will stick with me until we figure it out.”

    Kelly Webb FCLB
    Kelly Webb
    PR & Pace Coordinator at FCLB
  • “What impresses me the most about Impexium is the ease of use…Everything I need in Impexium is one-click away.”

    James Brannigan, NYSAE
    James Brannigan
    Associate Director at NYSAE

Let's See If Impexium Is The Right Fit For Your Organization!

Trade associations, professional societies, and non-profits of all sizes have transformed their businesses and exceeded member expectations with Impexium’s membership management software. Request a personalized demo today.