Revenue
Renewal letters for members who are about to leave
Tell it who the member is, why you think they are leaving, and what they took part in this year. Civitas writes a short letter that starts with something specific they did.
Start freeThe problem
Lapsing members usually get a form letter listing benefits. That letter tells them the chamber never noticed what they did. A letter that names their year is the one that gets a reply.
What you answer
- Which member, what kind of business, and how long have they been a member?
- What is the situation?
- Do you know why?
- What did they actually do this year?
- What is coming up that they would care about?
- Is there anything you can offer?
What you get
- A letter under 250 words
- An opening drawn from their actual engagement
- An approach matched to the reason, whether that is cost, value, a struggling business, an ownership change, a problem with the chamber, or simple drift
- Any flexibility you have, offered plainly
- A note on handling the two most likely replies
Fair Haven, Georgia is a fictional town used for examples.
Renewal letter to River Bend Outfitters
Who it is for
Membership directors and executive directors managing renewals, especially at chambers where one lost member is a noticeable share of dues.
Questions
Why does it ask why they are leaving?
A member leaving over cost needs a different letter than one who sees no value. Each reason gets its own approach.
Will it list our member benefits?
It avoids bullet lists of benefits, since that is the letter most lapsing members already ignored.
Related documents
Member Spotlight
Member spotlights in three formats at once
Weekly Newsletter
Your weekly chamber newsletter, from a few bullet points
Board Impact Report
Quarterly board reports framed as impact