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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]
Parents
  • $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
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  • $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
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