CHAPTER PLAYBOOK

Reactivation

Reactivation is the process of reinstating lost members into membership. Reasons that members allow their membership to lapse can range from a simple oversight or change in a credit card expiration date to serious concerns from the member regarding the value of their membership.

Reactivation Process – The reactivation process begins the moment a membership expires. Some of those steps are automated and involve the utilization of a nationwide financial system that allows us to update credit card expiration dates, while others are manual and involve a series of documented steps to contact the member and understand why their membership expired and what we can do to get them reinstated. One area of focus to improve reactivation, is to create and implement strategies to locate members who have lapsed because they changed companies. Successfully managing this process will enable us to make any necessary changes to generate a successful outcome.

Membership Power Hours – Membership Power Hours are a powerful new tool that came from a Chapter that focuses the effort on making outreach calls to expired members by scheduling an hour each month to gather volunteers on a video call to share the list, scripts, tools, and results. Despite a brief consideration of trying to do this on a national platform, we have determined that these efforts work best at the Chapter level, where people are reaching out to members from their area and have the opportunity to share information about what their Chapter is doing to add value to their membership. However, in addition to providing email language, scripts, lists, and systems, we are also prepared to organize and provide national staff to assist with the Chapter Membership Power Hours, on request.

Win-Back Campaigns – Organized win-back campaigns can be a great tool to help drive reactivation efforts by focusing extra attention and energy on the effort for a defined period. Reactivation is an ongoing process, more akin to a marathon, while win-back campaigns are more of a sprint. They focus on concerted efforts to engage new messaging to former members on parts of our value proposition that have been added or may have been overlooked when they allowed their membership to expire. These efforts will focus exclusively on communication and value delivery, not discounts.

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