EngagementIndustryMarketingTrends Reports & Surveys

Trend Reports & Surveys: Retention & Recovery

By April 9, 2013 No Comments

Only 2% of respondents were willing to attach the word “awesome” to their current member retention while as many as one-third admit dissatisfaction with their organization’s retention rate.

Still, it’s encouraging to see that 9 out of 10 recognize a need for member retention improvement plans, regardless of whether their current retention rate is favorable or not.

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“Most organizations know what they need to do. The real issue is how to get it done. To address retention in the most efficient way, you need a team of people,” explains Lori Swann, Daxko T2 Consulting Director of Membership.

Lori suggests forming a Member Experience Executive Team, or MEET, with these attributes:
• Senior-level team focused on the member experience
• Interdisciplinary makeup including experts in programs, financial development, membership, and marketing
• Vital involvement in decisions around pricing, programs, facilities, hiring, and training
• Ability to make data-informed decisions and provide strong recommendations for next steps

For the second year in a row respondents have identified connecting members to the mission as the number-one way to improve retention. One way to literally connect members to your mission is technology.

With 45% of adults carrying smartphones (77% between ages 20–35 carry them), emphasizing your online presence as a way to educate members on the mission is a necessity. (Source: Pew Research Center)

The 2012 Millennial Impact Report found that the top three ways Millennials prefer to learn about nonprofits are all web-based: website, social media, and e-newsletters, in that order.

Being proactive about member retention can help an organization get ahead of member cancellations. Still, when attrition occurs, having a plan in place to recover lost members is important. Just under half of organizations report having no member recovery plan at all, and 21% of those admit they don’t know where to start.

Conducting member surveys is a great way to collect insight into attrition. 74% of organizations report they already survey members, and tying those trends back to recovery is a great first step toward improving retention.

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