Lessons in Juggling: AKA Renewal Season at AMPED!
Managing membership renewals for one association can be a juggling act: finding what members need to renew, generating the invoices, getting the invoices in front of the members, getting them to want to renew, and then sending reminders to members who still need to pay. Now, managing the renewals for three associations? You can go right ahead and call me crazy. Lucky for me, we have a great team here at AMPED and it’s “all hands on deck” around renewal season.
Renewal season at AMPED starts in early October. We get the whole team in a room and hash out our action plan. The three membership-based clients for whom we manage the renewals require a variety of renewal reminders (emails, mailings, phone calls, and social media), so we need a way to keep it all straight. Enter the good ol’ Excel spreadsheet.
I create an initial renewal calendar in Excel with a color assigned to each association that easily shows us when we’ll send each email/reminder/paper invoice, as well as when we will make phone calls or social media posts. The spreadsheet makes it easy to edit based on the team’s input. It’s also flexible for moving things around based on how the renewals are going. I also find it helpful to drop reminders in my Outlook calendar the day before a communication should go out so that I can get it set up in our AMS (or get lists ready for phone calls, invoices ready for mailings, etc).
Once the calendar is set, I draft a “master” renewal reminder for each client listing the benefits of renewal and how to make payments. This master reminder is reviewed by our writing staff, as well as the staff who work closely on each respective client, to ensure accuracy and that we are highlighting the best benefits. Each reminder thereafter will be a variation of this master reminder, so it is extremely helpful to be able to pull bits and pieces out of the master to create smaller reminders. We also devise a list of catchy email subject lines to use throughout renewal season.
From here on out, it is a matter of keeping very good documentation on what reports to pull for what associations to get the right output—I never want to confuse a member who has already renewed with an email reminding them to do so. I also like to give the team a heads up when an email is going out so they can be ready to grab the phones if members call in with questions or want to take care of things over the phone.