Tactfully managing association renewals in crisis situations is challenging. It’s important for association members to feel valued and critical for associations to reinforce their value.
To help associations navigate membership renewals in times of crisis, the second of two templates for member renewal letters is below:
“For the strength of the pack is the wolf and the strength of the wolf is the pack.” –Rudyard Kipling
Dear [Member Name],
I recently asked myself this question:
“How can I ask our members to renew their membership when the COVID-19 outbreak has all but devastated our economy?”
“How can I not ask?”
It would be disingenuous if I were to be apologetic toward the value of this organization. Long before the coronavirus epidemic, in times of crisis, [ASSOCIATION NAME] has circled the proverbial wagons. Today is no different.
Look at your email inbox. Your association team has been relentless in researching and providing timely, relevant information to help members survive and move forward.
My confidence in the value of membership is unwavering. Whether in the past or today, the association staff and board remain laser-focused on meeting the needs of and advocating for association members and our community as a whole.
As for your dues, discounting your membership investment would be discounting the value of [ASSOCIATION NAME]. That being said, to ensure we all “keep our wagons together,” during this uncertain time, we are happy to adjust your support as needed.
Regardless of the adjustment, you will remain at and receive the full benefits associated with your current investment level through the recovery period. To work together privately and quickly to determine a plan please call or email [NAME].
Keep moving forward,
Thank you to Pat McGaughey of ChamberMentor.com for sharing this template with GrowthZone to publish for association professionals.
Helpful Resources for Associations: