Member Retention 1 The Membership Relationship The Membership

Member Retention 1

The Membership Relationship The Membership Lifecycle • • Awareness Recruitment Engagement Renewal • Reinstatement 2

Member Retention Member retention includes three steps in the Membership Lifecycle— Engagement, Renewal, and Reinstatement. If membership organizations are to grow, strong acquisition programs should be followed by successful retention programs, and lapsing members should be rescued by reinstatements. 3

Member Engagement…when members feel they belong with you 4

Member Renewals Renewal…when lapsing members decide whether to keep you 5

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Member Reinstatement…when former members agree to return to you 7

Measuring Retention 8

r g c ne Ju r ay M Ap ar M Fe b 16 n- De v No t Oc pt Se Au Ju ly ne ay M Ap ar M Fe b Ju Ja c 15 De n- Ja t v No Oc pt Se g Au Ju ly ne Ju r M ay Ap ar M 78. 0 Fe b 14 n- Ja Overall retention rate 88. 0 84. 6 83. 0 81. 7 79. 3 73. 0 70. 2 68. 0 9

c r 10 n 92. 0 Ju ay M Ap ar M Fe b 16 n- c v De No t Oc pt Se g Au Ju ly ne Ju r ay M Ap ar M Fe b 15 De 76. 0 Ja t v No Oc n- Ja g pt Se Au Ju ly ne Ju r ay M Ap ar M 86. 0 Fe b 14 n- Ja Converter retention 91. 0 90. 0 88. 0 87. 0 84. 0 82. 0 80. 0 78. 0 76. 9 74. 0 72. 0 70. 0 68. 0 66. 0

g c ne Ju r ay M Ap ar M Fe b 16 n- De v No t Oc pt Se Au Ju ly ne Ju r ay M Ap ar M Fe b 48. 0 Ja c 15 De n- Ja t v No Oc pt Se g Au Ju ly ne Ju r M ay Ap ar M 52. 0 Fe b 14 n- Ja Renewer (2+ years) retention rate 70. 0 68. 0 66. 0 64. 1 64. 0 62. 0 61. 2 60. 0 58. 0 56. 0 54. 0 53. 0 50. 0 48. 8 46. 0 11