This week is YMCA week. We spend a great deal of time with YMCA’s and yesterday we spoke about member retention and today we are going to speak to the importance of Recovery. Member Recovery is the about having processes in place to, reach back out to past members and get them to re-join.
The great part about Member Recovery is that this target market has already been a member. There are strategies we implement to drive them back. If your YMCA has 9,000 Members and your retention rate is 50% then you lose 4,500 members per yer. First that is way too low and you should also be working on retention strategies, but recovery plans are equally important.
With Member Recovery, you have customer information like: Name, Address, Phone, Email, Type of Membership in the Past, etc. All your efforts to Recovering members will be a 2 part strategy: Direct Marketing and Direct Sales.
Direct Marketing: Stay in communication via email and mailer. Send you past members a survey and find out why they left. You may be doing things wrong and not know it and that is why members are leaving. Never assume you know. Keep you past members updated with what is happening at the YMCA. Find out the type of membership they had in the past and send them a mailer with a discounted offer with call to action to help increase your probability of hitting their “sweet spots”. Email us for more strategies: firstname.lastname@example.org
Direct Sales: You can not image how dirty of a word sales is at YMCA’s. It is Dirty. But Direct Sales is more effective than Direct Mail, so why are you not doing it? Assign your most likely sales person to make phone calls one day out of the week. Print your past member database and let one of your staff hit the phones. Go over a script, talking points and action items. The start of the script should be to determine again, why they left your YMCA. Ask them what is needed to get them back as a valued member. Take action with trying to close them on another membership over the phone or schedule a meeting at the Y to discuss coming back. It is best to try to close the membership over the phone.
Member Recovery is a very important step in your strategy and should not be underestimated. Member Acquisition, Retention and Recovery Strategies are all vital to having maximum impact on member growth. Email us to discuss more YMCA strategies: email@example.com