1. Show new members how to use their membership
Your association offers a whole package of valuable benefits...make it easy for new members to learn about them all. Send new members an "owners manual" to guide them through all the different services.

2. Launch a new member newsletter
A quarterly newsletter can help new members make sense of yearly activities. Articles should explain the purpose of each event, and show them how to become involved. Columns can focus on other association publications and products.

3. Tell members why they should renew
When you send renewal invoices to members, add a brochure outlining everything their dues include. Focus on the ways membership helps increase their productivity, or saves money. For new members, include a letter from the president.

4. Create special recognition for multi-year members
A little recognition and appreciation to let members know they aren't just numbers to the association. Perhaps a membership "gold card," with special discounts awarded after five years as a member. Waive the fee for conference attendance as a 25th anniversary gift. Or even create special lapel pins for two- , five- , and ten-year participation.

5. Try a 5-step renewal series
Magazines know it often takes several prompts before a customer will resubscribe. Many associations find that it's well worth the cost to try the same thing with members. The series should start a few months before membership ends, and continue after termination. Here's one effective sequence:

1. a "renew now" piece, with a convenient, "check YES" response card; next,
2. an invoice and a brochure that details all the benefits of membership, plus accomplishments of the organization over the past year; a few weeks later;
3. a personalized letter from the membership chairman or president, again pointing out benefits and a call to renew membership;
4. an "it's not too late!" postcard a week or two before the last date of membership; or
   

   4a) a last minute fax renewal form sent the day before membership ends; and,

5. a "we want you back" piece shortly after membership termination. This one could include a delayed billing option, and a short deadline, to prompt a quick response. With all five pieces, be sure to stress benefits, benefits, benefits!