Generating new members is a key component of association member development programs.
Most associations search for incentives that entice nonmembers to join. And aggressively recruit new members via direct mail, social media, one-on-one calling and other tools.
But, here’s the thing, if you offer incentives to join, what does that say to current members who joined or renewed before you offered new member incentives?
Two recent “pitches” to sign up for affinity credit cards made me feel stupid for getting the credit card before the incentive and made me realize that’s how current association members may feel too!
The second pitch (above) came from an airline credit card (which I already have) and offered up to 60,000 bonus miles IF I would sign up for the card and use it. Again, no mention of a bonus for a current card holder. Doesn’t make me a “happy camper” as I’ve had this card for about 15 years and have not been offered a “bonus” for renewing.
Perhaps associations should develop incentive programs for renewals too!
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