Membership Renewal Letter: Worth the Effort? How to Automate Renewals in Salesforce

Many organizations find themselves in a bit of a pickle when it comes to a membership renewal letter. Everyone wants to keep their members engaged and remind them of the value they receive from a business. However, writing and sending renewal letters can feel like herding cats. One step made wrong – and you can say hi to lapsed memberships.

With Salesforce and Advanced Communities, you can automate a renewal process, save precious time, and ensure your communications with members hit the mark every time. You can literally keep your members in the loop and eager to stick around with your business without lifting a finger (much).

Read this article to explore why effective renewal letters are paramount and how you can keep your members coming back for more with Advanced Communities and Salesforce.

What is a Membership Renewal Letter?

A membership renewal letter is a message that an association sends when trying to invite a person back and remind them about payment dues. The rule of thumb is that such letters are sent at a specific period of time during a year, depending on the membership renewal date. Two essential things to include in such a letter: the reason why a user needs to renew their membership and how to do that (it has to be simple).

Key components membership renewal letters should contain:

• Compelling, carefully thought-through subject line
• Personalized greeting
• Your organization’s logo
• Member data (name, membership program status, etc.)
• Strong body (membership program benefits, current member testimonials, membership application form, other membership programs available, etc.)
• Value proposition
• Renewal instructions or a clear CTA
• Member support information
• Company contact info (phone number, address, etc.)

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The Purpose of a Membership Renewal Letter

Do you have many lapsed members who just don’t renew their membership? Off the top of my head, the reason for that may be the absence of quality membership renewal letters. But if you think they serve strictly as yet another message in your members’ inboxes, it’s time to change this tune. Look at the miscellaneous purposes of a renewal letter – it goes far beyond a mundane reminder many Salesforce organizations generally use:

• Value communication: for organizations, a renewal process is a nice chance to show their membership value, mission, and membership benefits. They remind members why they joined them in the first place. If done right, renewal letters can help reaffirm member’s decision to come back.
• Personal connection and relationship building: by using tools like Salesforce or its native add-ons for better results, you can personalize letters based on member interactions and history and add a personal touch. Such a trick makes members feel valued.
• Feedback and engagement opportunities: a renewal letter or email can also serve as feedback, showing members that their opinions matter. This strengthens loyalty and provides insights for improvement.
• A sense of community: a membership renewal letter can reinforce the idea that a member is part of a larger group and their voice is counted. Enumerate community-building activities in your renewal reminders to incentivize members even more.
• Referral opportunities promotion: membership renewal incentives can be also used to encourage members to refer their friends and colleagues. This can help you expand the community and drive new members.

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Why is an Association Membership System on Salesforce Perfect for Membership Renewals?

Membership fees need an increased focus. With an AMS built on Salesforce, you can pay closer attention to everything that’s happening in your organization, including having your members renew automatically.

• Salesforce automates the entire process of renewals, making sure everything is sent at the right time.
• Salesforce centralizes all membership-related data in one platform, like dates, billing info, contact info, etc. This only fuels data-driven decisions.
• With its Customer 360 feature, you can keep close tabs on your members’ history, engagement levels, donations, event attendance, and communication preferences. This allows associations to personalize renewal reminders and offers based on individual member behavior.
• Advanced analytics and reports let identify members at risk of not renewing and measure the success of already renewed members.
• With member portals, directories, and communities (which are all available in AC MemberSmart), you can keep your audience engaged year-round. They can feel free to manage their profiles, track their renewal status, and connect with others, making their experience more interactive and insightful.

5 Pointers on Creating a Compelling Membership Renewal Letter

Your member renewal letter should be as convincing as possible. True that some members will already have their decision when a membership renewal letter ends in their inbox. However, you have to cook up another approach for those who don’t have it yet.

1. Equip with Proper Membership Management Software

While a handwritten note or a physical letter has a warm vibe, you can achieve the same with membership renewal letters and Salesforce. However, if you do that right.

Choose reliable Salesforce-native association management software that allows members to renew with a single click and includes an auto-renewal feature, so they never miss a membership fee. The AC Membership app hits the jackpot.

Built natively with Salesforce and Lightning Experience in mind, AC MemberSmart is everything you need to create a smooth and full-scale membership renewal process. What makes it so special? With the app, you can automate renewal letters and notifications and track them with ease. This is how AC MemberSmart’s renewal letter and the whole process work:

• When a member joins a community through a dedicated member portal, they can choose both payment (auto-payments) and a renewal form (auto-renewals). Plus, they can select the payment frequency.

• If a member chose a manual renewal form, it can be changed to automated if the Admin has given access to a member for that. Or the Admin can change it in the Membership Subscription Settings.

• Before checkout, the member will also see the grace period stated – it’s the amount of days they can stay subscribed without providing a payment. This can be manually adjusted by the Admin in the AC MemberSmart settings. There are no limits for that period.

• The dues payments come with a renewal letter every day starting from 7 days before the membership expires. With AC MemberSmart, you can rethink standard Salesforce letters and add some creativity by customizing them (we’ll talk about that in a moment). In the Quick Find box, type in Email -> Classic Email Templates -> AC MemberSmart Email Templates -> Membership Renewal. From there, you can edit the text and add any other elements.

With AC MemberSmart, you can also use Lightning Email Templates. They let you break free from writing an HTML code (like in Salesforce Classic Templates), edit emails intuitively, and offer enhanced customization and email tracking features. With Salesforce Lightning available in AC MemberSmart, you can craft personalized emails that truly connect with your audience. Include your company logo, images, and files, add your official business address, format the text, and customize headers and footers— everything you need to present a professional image and improve communication with your members.

• If a payment somehow fails, we have an email template for that, too. Such email is sent automatically, with the date and time converted to the member’s time zone.

• To boost renewals on your Experience Cloud community, you can set reputation points to encourage members to renew. You can set as many points as you see fit in the MemberSmart Settings –> Engagement Score settings. They are displayed in AC MemberSmart on the customer profile and can be easily adjusted (only visible to Admins).

2. State a Membership Expiration Date

If we talk about membership renewals, a membership expiration date seems to be taken for granted. I mean, a member should know when they should pay, right? Wrong!

A fair share of membership managers think exactly this way and tend to overlook membership dues, forget to add them in letters, and, as a result, there are no members to renew their membership. That is why it’s paramount to add the exact date when the membership expires so that a person doesn’t have any frustration. Besides, such organization management software as AC MemberSmart by Advanced Communities pulls this data automatically, so you can rest assured your letter is correct.

One of the hacks you can use is to write this date in bold (even if the membership expires today) and locate it in three positions across the whole letter: the beginning, the middle, and the end. You should take into account, though, that sometimes stressing the date so hard might be too much. So everything depends on the message and your business communication style.

3. Come up with a Relevant Subject Line & Opening

Never underestimate the importance of a carefully thought-out subject line. Imagine you receive an email with the world’s most mundane subject line. Will you click and open it? I doubt so.

You have less than a second to make that first impression. Use it to the fullest! Craft your line with humour (if the business allows), A/B test different versions, keep it professional, provide incentives, check if it’s not too long but relevant, and add a sense of urgency. Here are some options to give you a head start (feel free to adjust them!):

• Renew Your Membership Today-Receive a Bonus!
• Hurry! Rejoin Our Organization Today
• Kudos to Your for Being Our Member for Another Year
• Another Year-Another Reason to Continue Your Subscription with Us

4. Incorporate Similar Members’ Testimonials

Receiving a renewal email shouldn’t be just another formality but a heartfelt handwritten note. And just like any other handwritten note, it provokes emotions. This is the power of member testimonials – they go far beyond marketing jargon and speak directly to the emotions of your member base.

Suppose you add personal stories from current members to your renewal email – no matter a detailed success story or a brief quote. In that case, they don’t just validate your organization’s true value but humanize it, shaping a deeper connection and building trust. That is, when current members share their sincere experiences with your business, it’s social proof that can ignite genuine excitement and win a new member.

5. Plan Additional Activities

While the timing is essential for a renewal letter, businesses tend to put them on the foreground and forget about other, equally important things. Have you ever tried inviting members back and renew with a phone call, an exclusive meet-up, or a handwritten letter?

A renewal letter shouldn’t be the last resort when it comes to effective communication with members. Think of how you can develop that sense of community members wanted to get when joined you, achieve a personal connection, and feel valued.

For that, you can teach your sales team some workshops and infuse phone calls into your renewal processes. But take it easy: such call should be nothing like sales pitches – this will drive members away. If you send handwritten letters, add some small comforts, candies, or other stuff and make them branded. Though be aware that this activity takes more time rather than a phone call or an email.

5 Professional Templates of Membership Renewal Letters

The best practices for writing member renewal letters can only take you so far. To provide you with a little nudge and inspiration, we’ve generated these membership renewal letter samples that you can copy, customize, and paste into your member renewal process. The subject lines are included into these sample membership dues letters, though you can tailor them as you see fit:

1. Standard Membership Renewal Letter Template

Subject line: Your Membership Renewal – Let’s Keep Growing Together!

[Your Organization’s Logo]

Dear member [member’s name],

As we reflect on the incredible journey we’ve shared over the past year, we want to take a moment to express our gratitude for your continued membership with [Your Organization]. Your involvement has been essential in helping us grow and succeed-we’re excited to continue this partnership in the year ahead!

Why Renew Your Membership Now?

You’ll keep enjoying exclusive access to[events, resources, professional development opportunities, industry insights, etc.]along with many more chances to advance in your field.

How to Renew Membership Quickly?

Renewing is easy and quick through our member portal. Simply click the link below to renew now: [renewal link].

If you need any help with the renewal process, feel free to reach out to our team at [contact info] or visit our FAQ section.

We can’t wait to continue supporting your journey and working together to achieve even greater success down the road. Thank you for being a vital part of the [Your Organization] community.

Warmest regards,

[Your Name]
[Your Job Title]
[Organization Name]
[Phone Number, Office Address]
[Website URL]

2. Official Membership Renewal Letter (Benefit-Oriented)

Subject line: Pay Your Membership Fee and Get Undeniable Benefits

[Your Organization’s Logo]

Hi [member’s name],

We are reaching out to remind you that your renewal date is set soon, so we would love to continue supporting your growth in the year ahead.

Benefits of Making Your Renewal Payment in a Timely Manner

• Priority event invitations – as an active member, you get first dibs on attending conferences, networking events, and members-only webinars. Connect with industry peers!
• Personalized member support – our [Your Company’s Name] team is always happy to assist you with any questions that may arise, challenges, and guidance. From tech support to strategic advice, you can ask us.
• Special discounts on products and services – enjoy awesome discounts on [Your offerings] from our [partners, etc.]. Whether it’s software, tools, or event tickets, your membership gives you access to valuable savings.
• Access to a vibrant community of like-minded peers – as your membership level upgrades, you become part of a dynamic community where you can collaborate, share ideas, and seek advice from others.[Insert Your Alternative Options]

Ready to Renew Your Membership?

If you are ready to rejoin other members of our community, please click the link to renew [Renewal URL]. Need any assistance – we are always here to help you!

Best regards,

[Your Name]
[Your Job Title]
[Organization Name]
[Phone Number, Office Address]
[Website URL]

3. Membership Renewal Email Template with Member Testimonials

Subject line: Rejoin Our Community – Stay with the Best

The past year was incredible and we want to take a moment to thank you for being a part of [Organization Name]. You are a valued member of our community and your involvement has helped shape it. As your membership is up for renewal, we just wanted to send this quick reminder so that you don’t miss out on it.

Hear What Our Customers Have to Say

Still sitting on the fence? Look at what other members think of staying with us for years to come!

[Insert Your Members Testimonials with Job Titles]

Renewing is Easy

We’ve made the renewal process as simple as possible. Just follow the link to renew your membership and stay with the greatest in the industry: [renewal link]

Best wishes,

[Your Name]
[Your Job Title]
[Organization Name]
[Phone Number, Office Address]
[Website URL]

4. Early Bird Membership Renewal Letter Template

Subject line: Early Bird Renewal for [Organization Name] Membership!

Dear [Member Name],

As this awesome past year draws to a close, we invite you to renew your membership for another one-and we have something special for you if you act quickly!

Why Renew Early with Us?

Renewing early isn’t about saving money-it’s ensuring that you don’t miss out on the incredible benefits that we offer to members [discounts, free gift, other incentives, networking with industry leaders, etc.].

How to Renew Membership Today?

Follow this [renewal URL] to claim your early bird discount. Should you require any help, connect us at [organization’s offices, contact info, etc.] and we’ll be glad to do that! Early renewal is only available until [Your Deadline]!

Warm regards,
[Your Name]
[Your Job Title]
[Organization Name]
[Contact Information]
[Website URL]

5. 2-Week Reminder Membership Renewal Letter Template

Subject line: Reminder – Your Membership Dues Soon!

Hi [member name],

Our hopes are you’ve enjoyed another great year with [Organization Name]! The generous donation you’ve made [insert the period] is much appreciated and we can’t be more excited about it.

Your membership is due for renewal in just two weeks from now! To ensure uninterrupted access to all the amazing benefits of your membership, we suggest you renew today.

Your Renewal Instructions

Hit the link to complete your renewal [insert the link]. To ensure your membership doesn’t lapse, submit it by [due date].

Warmest wishes,

[Your Name]
[Your Job Title]
[Organization Name]
[Contact Information]
[Website URL]

Final Thoughts

As you can see, writing a membership renewal letter is part art, part strategy. Before you set off creating a stellar renewal process in your organization, let me touch up on the essentials.

The first thing you need to get is a robust membership management software to keep track of membership fees, automatically set a renewal date, and bring more members to your association. Then, you should be serious about a subject line – this is the first thing a member sees and you’d better make it count.

Last but not least, don’t hesitate to ask us for help – we know everything about memberships and how to fine-tune a killer renewal letter. Contact us and we’ll share our secrets.

FAQ

1. How do I Ask for Membership Renewal?

In most cases, a membership renewal letter is an automatic process that organizations develop to remind members about payment dues. So the point is not in “asking” for membership renewal but to get it automatically.

2. What is a Membership Renewal Form?

A membership renewal form is used by associations and organizations to collect personal information from users who would like to re-engage. This information includes a name, an address, a current membership status, and a section where a member may denote their interest in the upcoming events.

3. What is a Good Renewal Rate for Membership?

A good renewal rate for membership varies from industry to industry. For nonprofits, renewal rates range from 40% to 70%, for professional associations, this number fluctuates between 70% and 90%, while the wellness industry usually sees these rates around 60% and 80%. Such factors as member engagement, perceived value, communication, and economic climate influence membership renewals.