Workflow Example: Member Retention

These examples were built out using materials from a GrowthZone/Frank Kenny webinar, "Automated Member Recruitment & Retention". Click here to access the webinar and materials.

The key to a stable association is members who renew consistently. Once your new members successfully complete their onboarding sequence, have a "Retention" series set up to continue periodic contact, calls to action, and additional tips and opportunities to move from being "the new guy" into a fully engaged member and advocate for your organization. Make sure to reach out regularly for the remainder of their first year with varying opportunities for participation and involvement. You can incorporate many of these goals into your regular eNewsletter: you're continuing to build on the foundation of your still-growing relationship by providing insight and updates on member benefits and support; participation by offering events, education opportunities, social hours, and committees to join; and community impact by sharing volunteer opportunities. By maintaining consistent communication, items and opportunities of value, and support, member renewals will become reliable and repeatable.

But also be sure to reach out to your non-engaged members as well and encourage them to take the next step. Have they registered for an event? Did they attend? Have they created their Info Hub account? Have they submitted any content (a job posting, volunteer opportunity, a coupon for fellow members)? When was the last time they logged in? This workflow has many possibilities based on what metrics you decide are most important to YOUR organization. You could even have multiple retention workflows if you wish to address more than one data point simultaneously (remember to target/segment your audience).

Landing Pages are a great way to measure your email engagement- keep your emails short, but direct members to click a link to view the actual content. Then you can structure your workflow with logic branches to see who is opening the emails for the content, and apply reminders and in-person calls or visits to members that aren't engaging as expected.

Our particular workflow is going to focus on a staggered approach, being sent out "opposite" months than our eNewsletter, with retention-specific content.

1. Renewing members get added to a list.
2. Are they an active member? This step checks to see if they are dropped. (Logic Branch, Dropped Member)
3. If they are dropped, the member gets moved to a different list with a different (Win-Back) workflow. (Move to List)
4. Send a "Thank you for renewing!" email.(Send Email)
5. Wait 2 months (Wait)
6. Are they active?
7. Again, if dropped, send them to a different list/workflow! (Move to List)
8. Send a "Get Involved!" email with events to attend, committees to join, mentoring or support opportunities- whatever you have available. (Send Email)
9. Wait 2 months (Wait)
10. Check for active membership (Logic Branch, Dropped Member)
11. Split off any dropped members (Move to List)
12. Check to see if they clicked the link in the previous email. (Logic Branch, Message Has Been Opened)
13. If not, have a staff member reach out to them. (Create Reminder)
14. Send a "Support" email, letting your members know of all the "in-network" guidance opportunities available to them- mentorship, financial assistance, grant writing, etc.(Send Email)
15. Wait 2 months (Wait)
16. Check for active membership (Logic Branch, Dropped Member)
17. Split off any dropped members (Move to List)
18. Check to see if they clicked the link in the previous email. (Logic Branch, Message Has Been Opened)
19. If not, have a staff member reach out to them. (Create Reminder)
20. Send a "Community Support" email, encouraging members to volunteer time/effort in various ways for community impact and visibility.
21. Wait 2 months (Wait)
22. Check for active membership (Logic Branch, Dropped Member)
23. Split off any dropped members (Move to List)
24. Check to see if they clicked the link in the previous email. (Logic Branch, Message Has Been Opened)
25. If not, have a staff member reach out to them. (Create Reminder)
26. Send a "Member Benefits" email, reminding your members of all the benefits and items of value you offer.
27. Wait 2 months (Wait)
28. Check for active membership (Logic Branch, Dropped Member)
29. Split off any dropped members (Move to List)
30. Send a "We want to hear from you!" email, including a feedback survey, and let your members know you will be reaching out to them personally to check in on their feedback.
31. Create a reminder for your staff to reach out regardless if the survey link is clicked or not; you want to check in with them in person prior to renewal anyway!