There are many reasons members lapse, but so often the answer is some version of, “I didn’t see the value of membership, or I didn’t use my membership.”
The organization’s internal response to this reasoning is usually something along the lines of, “But we sent you twenty emails telling you the value of membership and outlining your benefits.”
If this sounds like you or someone you know, here are a few questions to ask yourself:
Are you articulating the value of membership benefits or just listing features?
For example, do you simply tell members they have access to your job site, or do you tell them they can save time finding the most qualified candidates for open positions, or find an exc...