Retaining existing members is less time-intensive and less costly than constantly acquiring new members. It also leads to deeper, more invested communities and more value through recurring payments and participation. Focus on retention over acquisition and if forced to choose, prioritize retaining existing members.
Build strong relationships: retention starts with a strong relationship between the supporter and your organisation, based on a clear value proposition. Expand the audience funnel and consider a "flipped funnel" that focuses on activities and engagement after someone becomes a member.
Start retention strategies immediately: begin planning for retention from the moment someone joins. Four vital ingredients for retention are:
- Consistently delivering value in your core service.
- Consistently delivering value in your membership program.
- Providing opportunities for participation.
- Implementing smart tech defaults and customer service to prevent avoidable member losses.
