Hi everyone,
I'm curious whether any of you have data-driven schedules for communicating with members to increase renewal rates. For instance, how many special emails a year do they get? Or, more interestingly, are there proven timings that are useful? For instance, X months into the membership, or Y weeks before their expiration date? Obviously any special communication needs to be largely driven by program schedules, but I'm wondering if the membership cycle should be layered in there as well.
Thanks!Beth
Beth,
We don't have any formulated schedule in place, but we are working on beginning to track our stewardship touches (including renewal asks) using Plans in Tessitura so that we can track data about when we contact our members and patrons, what types of contact are being made, and whether it appears that we're making enough contact with our most valuable members/patrons and if that seems to have a direct impact on their propensity to renew.
We've actually created a Campaign without any funds in it for our current fiscal year called FY17 Stewardship to be tracking this in plans and reporting it out going forward. Hopefully, once we've been doing it for a little while, I'll have some good data to bring back into this conversation.
Thank you,
Brian