For museum membership programs the minimum is three mailed letter packages over a 3 month time span. It it an additional help if those mailed letters are accompanied by 2 or three emails renewal reminders - one in advance of the first mailed letter, one just before expiration and one as a clean up at the end. Depending on the type of museum you can have varying levels of renewal rates, more difficulty getting people to renew and may have to do a five or six renewal touch strategy. History museums have the highest renewal rates and easiest time getting people to renew and children's museums have the lowest renewal rates and and have to try the hardest.
Whatever your case be sure to track how each renewal attempt is working so that you know what each is producing and which mailing or touch is creating the best return
msil us still the most effective driver. It cannot be abandoned many people who receive a mailed reminder hop online to do the transaction. Email will produce a few percentage point of response but mail can produce 10% to 30% per touch. Letter packages work better than postcards. Letters allow more of a conversation and a bigger space to talk about accomplishments, mission and are more personal
for a lot more info on renewals we just released a new book entitled "Membership Marketing in the Digital Age"
Dana Hines
Membership Consultants
dana@membership-consultants .com
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Dana Hines
President & CEO
Membership Consultants
Saint Louis MO
Original Message:
Sent: 02-11-2016 04:30 PM
From: Emily Esterson
Subject: Membership renewal correspondance
Hello,
We're looking for best practices for membership renewal solicitations. What mix of emails, letters, postcards, invoice-type documents has worked best for you? How many "touches" are too many? What have been your most successful messages?
Thanks for any help,
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Emily Esterson
CEO
E-Squared Editorial Services
Albuquerque NM
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