Membership organizations are usually very happy to see a member’s renewal check (or today, their online payment).
What they should be really happy about is seeing a member ascend to a higher tier or level of investment.
It’s a win for the member and for the membership organization.
When a member joins your organization, they are at a certain place in their business’ evolution. Perhaps they are a start-up. But if they renew year after year, pretty soon they aren’t a start-up any longer, they are established. This means they have different wants and needs.
They have different problems that require different solutions.
It’s your organization’s job to know these current wants, needs, and problems. It’s also your role to provide solutions (and communicate them) through your products and services.
This usually means moving the member to a higher tier or level of investment.
Let me give you an example using a basic tier system.
A member comes in at your most basic level because they don’t have much money but they have time and need connections. So, they start at your Networking Tier.
Within a few years, their situation improves. With success comes more money but less time for networking. Since they don’t have time for the networking, they may be questioning the investment. Don’t let that happen. Instead of renewing them, ascend them to the next tier. Find something that fits their current business needs. This might be your Marketing and Advertising Tier, where they spend money to make (more) money.
After a few more years they might be ready to take a leadership role in your industry or community. That is a higher level tier. Ascend them to it.
Eventually, they will start to think of their legacy and leaving a lasting impact on their industry or community. That is a significantly higher tier.
Don’t just be happy renewing your members. Ascend them.
Before sending out a renewal invoice, meet with your member to see what their current wants, needs, and problems are. Look for ways to solve their problems.
They have already invested with you once. If you solved their prior problems, they should be open to you solving the problems they have now.
Also, create products, such as a Chairman Circle Level, where members can step up of their own accord.
Email these offers out to your members. Make sure they know about them and the benefits of each and the solutions they provide are clearly noted.
You may be surprised to see who is ready to ascend.
So true! Thank you so much Frank for this “reminder”.
If you and Norma ever travel through the Texas area we would love to have you stop by our Chamber.