1. Making Member Retention Happen:
Cementing Member Loyalty

2. Membership Lifecycle Awareness Recruitment Engagement Renewal
Reinstatement

3. Retention Strategy Organizational Members Main Contacts (Grade 76)
Additional Actives
(Grade 04)
Utilities (Grades 80-86)
Service Providers
(Grades 90-94)
Partner Agencies
(Grade 74)
AWWA
awwa
Individual Members
Individual Actives (Grade 02)
Admin/Operations (Grade 06)
Life/Honorary (Grades 10 & 12)
Students
(Grade 14)
International
(Outside North America)
Sections
awwa

4. Member Relationship Specialist
Provides individualized customer service to most important members
Onboards new and renewing members
Maintains accounts and contacts

5. Retention Activities Thank You Letter Value Messages
Ads in Journal/Opfow
Presence at Events
Member Appreciation
Social Media

6. Renewal Efforts Prior to Expiration Activity Month Web Notice 10
1st Notice 10
1st Mail Notice 10
2nd Mail Notice 11
2nd Notice 12
Last Issue 12
After Expiration
Activity Month
3rd Mail Notice >30
Post card >30
3rd Notice >60
Call >60
4th Notice >90
Win Back Calling April/Oct

7. 1st-Year Member Retention
Benchmarks
Individuals
67%
2012, 49%
2013, 53%

9. Onboarding New member kit arrives in 1st month and includes: Letter
Card
Certificate
Coupon
Quick References
Resource Guide

10. Onboarding Email Series includes: Web Resources Welcome W1
Get Familiar M2
Get Connected M3
Web Resources
Get Involved

11. Section Responsibilities
Communicate with new members – Month 1
Recognize new members – Q1
Push new members to engage – Month 4
Thank new members – Annually

12. What is your Section doing to create a unique member experience?

13. 1st-Year Member Retention
What are their problems?
What is your Membership Committee doing today?
What are your great ideas?

14. Individual Active Retention
What are their problems?
What is your Membership Committee doing today?
What are your great ideas?

15. Operator Retention What are their problems?
What is your Membership Committee doing today?
What are your great ideas?

16. Utility Retention What are their problems?
What is your Membership Committee doing today?
What are your great ideas?

17. Questions