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Retention Efforts

Alva Tang
$organization
Hi, We've been trying to add more loyalty initiatives into our existing campaigns and creating new efforts here and there, but I was wondering what are some things you have done that you have seen work for you? Do you see results from segmenting further and using different language to address these segments? Do you send out thank-you notes? Do you have employees personally call patrons to thank them or check in on them? Really, just any ideas that crosses your mind that you have seen results from in the past would be fantastic. I supposed ultimately, the questions are: How do you increase your retention rates? What efforts are made? I think that this would be a great place for us all to bounce ideas off of each other. I'm happy to hear everyone's thoughts to this topic! Thanks in advance. Cheers, Alva


[edited by: Alva Tang at 6:57 PM (GMT -6) on 7 Feb 2017]
  • $organization
    Alva, Every year, our ticketing/marketing team entice retention with offers including packages of chocolates for people who renew by a certain time; though it may seem a token gesture from the outside looking in, it does seem to have an effect on encouraging renewals. At TLCC 2016, part of my presentation in "Data-Based Decision Making for Development" tackled segmentation to entice lapsed donors to return to us: slides here: http://www.tessituranetwork.com/tlcc/2016/Pres/12_14_Data-Based_DEV.pptm. We do a variety of things over the course of the year from the Development side to try and increase retention; this includes prompt acknowledgment of gifts, "surprise and delight" notes on patron seats at performances, and even a thank-a-thon phone effort after the season has concluded (this past summer, we actually had one of our dancers call our VIPs). Thank you, Brian
  • $organization
    All of those are good ideas! 1) Segmentation is useful, mostly in keeping track of "why did they give to us the last time?" So "interested in membership benefits," "gave to year end appeal," "gave with subscription," etc. These don't have to be mutually exclusive, they just need to give you an idea of what messaging to use. 2) For membership, their expiration dates are also useful multiple times before and after their expiration date. At my old job we did three contacts: letter/e-mail/"you just expired!" letter. This was in addition to one annual mailing and monthly-ish e-mails about member events and benefits. 3) At higher levels, personal calls from gift officers work very well. It takes a lot of time! But, "we missed you at X event," "we'd love to keep you involved," etc. is both effecting in retention and relationship building. -- Mike
  • $organization in reply to Brian Parker (Past Member)

    Yes, all of these are effective for sure! We've done the renewal chocolate for the past few years, and are actually thinking of doing it as an acquisition incentive for new subscribers as well. People love it. Thanks for your thoughts, and I'll definitely check out those slides!

  • $organization in reply to Mike Mariano

    I like the idea of "you just expired" and "we missed you at X event!" definitely worth a shot to see what the response rates are like from there on. Thank you for your thoughts! If anything else comes to mind, please do not hesitate to post more.