Dormant Member Campaign
Situation
A membership organization had experienced a steady YoY decline in membership for several years and traditional methods of outreach were failing to get them re-engaged with these former members.
Action
The organization reached out to members who had left during a two year period to see if it could win them back. The campaign consisted of email messages asking one of several simple questions:
Does your organization plan on rejoining?
Is there anything we can do to help you reinstate your membership?
What's most important to you and your colleagues this year?
Why is your organization hesitating to rejoin?
To maximize reach, these check-ins were sent to all contacts at each of the former member organizations.
Result
The organization enrolled 1,545 contacts from 310 former member companies in the campaign. Over the course of the two month long campaign, 100 responses were received from 96 individuals (6% of enrolled contacts). Of those, 12 individuals from 11 organizations expressed direct interest and intent to rejoin, which were then followed up with 1-on-1 by a staff member.
Throughout the campaign, 30 individuals said "no" to rejoining and 27 of those gave a specific reason why to help the membership team better understand if they are a viable prospect in the years to come. In addition, 38 individuals expressed they were unsure if they would be interested in reinstating, and of those, more than half (20) said it was because they were not the correct decision-maker. The first check-in had the highest response rate at 4%, with an average response rate of 2% throughout the campaign due to the wide net of contacts included.
