How to create a membership campaign targeting lapsed members
Learn how to use a range of filters to identify the profiles of past members who have let their membership lapse so you can target them for a “win-back” campaign and encourage them to rejoin your association.
Identify target profiles
There are a range of ways to identify the profiles you want to target for your campaign, for example to target lapsed members from the past 3 years
Set the Membership Status filter to Inactive
In the Paid Through Date Between field enter From and To dates that encompass the past 3 years.
You can further segment the data by using additional filters, some other options to consider for targeting profiles:
Specific membership types
Profiles who have attended particular events
Location specific campaigns
Utilise your custom fields for a highly targeted campaign
Save your filter set
Once you’ve decided how you want to segment your data, you can create a saved filter. This will allow you to use the same filter across several areas of the system.
Go to Configuration & Settings > Profiles > Saved Profile Filter.
Click the Add New Filter button.
Add your filters
Enter the name you wish to save the filter set with and click the Save Profile Filter button.
View your target audience
You can utilise the Profile Filter to view the profiles included in your target audience.
Go to Export Data > Profile Data.
Click the Load Saved Filter button.
Select the required filter from the list and click Load.
Click the Data Table button to view the list of profiles on the screen. You can also export the list by clicking the Excel button.
Discount code incentives
You can use the Discount Codes to offer a range of incentives in your membership campaign.
Create a Discount Code for any of the following:
Event registrations
Shop purchases
Membership fees
Discount codes can be either a percentage or dollar amount, and you can either set a date range they will be valid or set a number of times they can be used.
Communicate with your target audience
There are a range of ways you can communicate your membership campaign to your target audience.
Hard copy mail
Go to Export Data > Profile Data.
Click Load Saved Filter and select the appropriate filter.
Export the list by clicking the Excel button.
In an external program such as MS Word, create your collateral ie. letter, flyer and use the Mail Merge function to personalise the collateral and print mailing labels.
See the Export Data section of the User Guide for detailed instructions on how to create your export.
Broadcast email
Go to Communications > New Broadcast Email.
Click Load Saved Filter and select the appropriate filter.
Enter the Subject and select the appropriate Email Signature, then add your Body content.
Select the appropriate action and click Send.
See the Broadcast Email section of the User Guide for detailed instructions.
Broadcast SMS
Go to Communications > New Broadcast SMS.
Click Load Saved Filter and select the appropriate filter.
Enter your Message content.
Select the appropriate action and click Send.
Direct individual email or SMS
You can target individuals for communication via their profile.
On the profile, click the Communication button.
Select Send Email or Send SMS.
For email, select the Email Signature then add your Subject and Email Body then click Send.
For SMS, add your Message content then click Send.
More information about direct communication on a profile can be found in the User Guide.
Capture rejoining members
Consider how you want to capture the past members who are rejoining your association. Think about what information needs to be updated, or whether or not you can just reactivate their profile.
Utilise the joining form
Use your communications to direct lapsed members to the joining form on your website.
The lapsed member will complete a new application form with current information.
This does create a duplicate profile, however you can go to their old profile and use the Merge / Delete Profile function to merge it into the newly created one.
Use a custom web form
Include a link to your custom web form in the communications you send to lapsed members.
Once the form has been submitted you can do either of the following:
Create a manual invoice on the profile and update the Membership Type and Membership Status.
Create an individual renewal on the profile and update the Membership Type and Membership Status so they can log into their profile and complete an online renewal.