Best Practice: Retention Calling Program
Chapter: NAWBO Greater Tucson
Contact: Denise McCreary, denise@heavenlyspreadables.com
Goal: Seeking to retain more members, NAWBO Greater Tucson launched its Retention Callers program in Fall 2006. By connecting dedicated members with newer members up for renewal, the chapter is already reaping the rewards of this effective outreach program.
Implementation: In order to understand why certain members chose to renew or not, the chapter asked for volunteers to make personal phone calls. The callers collected information on what members got out of their membership and what was missing. They didn’t pressure members into renewing their membership, just asked why they were choosing to stay or leave.
Data was stored in a database that was easily accessible to future chapter leaders. Volunteers were recruited by emphasizing that they could make the calls on their own time and that they could connect with other members.
Results: The program revealed that some members felt disconnected from the chapter. This gave birth to the chapters mentoring program, which helps new members create goals for their first year of membership and provides them with tools to make the most of that time.
Members who were in danger of lapsing have re-engaged thanks to the calling program. First-year satisfaction rates have gone up. With the data in hand, the chapter is creating a new marketing plan that will speak directly to the issue of keeping members involved.