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What's the most important segment of a marketing strategy? What's often the most neglected segment of a marketing strategy?

The answer to both of these questions: renewals.

As important as they are, most renewal series must fend for themselves, while marketing and membership focus heavily on the exciting acquisition packages. But once rates begin to decline, interest regarding what the association should do to revive renewals starts to grow.

These eight tips can help your retention hold — or even grow.

2. Contact your members early and often. We've seen a significant increase in response before renewal by starting our renewal series early, adding two additional mailings, and e-mailing when memberships expire.

3. Tailor the renewal message to your acquisition message. Is your message consistent across your marketing materials? Review your renewal copy to make sure you're reselling what they originally bought. This is especially important when converting new members toward the end of their first year.

4. Vary your package. Redundant mailings are easy to ignore. Change the look of your mailer to get people to notice your message. This raises the cost slightly, but improved response rates will offset any increases.

5. Test methods. E-mail, phone, and mail are all valid channels for renewals. If your organization sends an e-newsletter, add a renewal reminder during "expiration month." Stick reminder cards in your monthly magazine. Create a pop-up for users when they log in to the members section of your Web site. Make it hard for them to forget to renew.

6. Test packages. While printing small quantities may drive up the cost of your renewal series, testing within your series is well worth the investment. Track by effort and by total response of the test and control groups. You'll want to select the methods and determine which ones drive the highest response for the least money.

7. Test offers. Package tests keep the series fresh, whereas offer tests open up a world of possibilities. It doesn't have to be complicated. Early on in the series, while you're creaming the crop, try a long-term offer with a modest discount for a two-year commitment, with a fall-back offer of your standard one-year renewal. We've incorporated a membership upgrade into our series that encourages members to join one of our professional segments and get a modest discount on their membership. They can simply renew at the regular renewal rate.

8. Keep it simple. With renewals and acquisitions, keep the offer simple. If it's too confusing — or if members perceive it as misleading — you'll get complaints instead of renewals.

9. Don't stop trying. How many efforts should be in your renewal series? When do you stop? The rule of thumb is: "Keep mailing until response is no longer profitable." After six months, we send "expires" to the prospect pool, where they perform handsomely. But you should still tailor your messages.

Don't let your renewal series become a sleeping dragon. Spending more time and attention on this important membership source will pay off.

Monica Williams is membership project manager, American Society for Training and Development, Alexandria, Virginia.

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