Getting personal: Using hand-written notes to connect with members and increase retention
I received the loveliest note from a dear friend yesterday. Handwritten on a humorous greeting card only she and I could truly appreciate, she thanked me for our friendship and for just being me. It was simple and unexpected and I’ll cherish it forever.
I have another friend who mails me postcards every few weeks — kitschy relics he picks up at antique stores and re-uses. My favorites are vintage photos of old supper clubs and motor inns. I save them all.
I have, in fact, a box full of special notes, letters and cards that go back to my childhood — precious messages written by hand from high school friends, my mother, my grandmother, my husband. They mean a lot to me and I wouldn't dream of throwing them away.
In a world of knocked out texts and emails, hand-written notes are an anomaly. Think about the last time you received a hand-written note by mail. I bet it got your attention and made you slow down so you could appreciate the message. Maybe it was nice enough that you tacked it to your office wall for everyone to see. It made you feel good didn’t it? Kind of special?
What if you extended that same feeling to your association members? Imagine the impact a sincere, hand-written note would have on member satisfaction and retention.
It starts with prospective members. What if you had a targeted list of pre-qualified prospects and your CEO hand-wrote a special note to each inviting them to join your association or attend one of your events as her guest. Wow! At the most, they’d join or attend. At the least, you’ve opened a door of communication that will likely be reciprocated, but most certainly remembered.
For new members, a hand-written welcome, along with your “new member kit,” is a great first step to building relationships and engagement.
Get yourself a set of branded notecards or stationary and start reaching out today. Consider these ideas:
Letters of congratulations for
- New jobs
- Business growth
- Industry awards
Letters of thanks to
- Event volunteers
- Authors or blog contributors
- Board and committee members
There are so many ways to connect personally with your members and make impressions that last. It requires extra time and thought, for sure, but that extra touch will be remembered and appreciated, and will likely translate to greater member satisfaction and increased retention.
Now, grab a pen and make someone feel special today!