Key takeaways
- Start renewal reminders 90 days before the due date and keep going until 30 days after.
- Each email should name one benefit the member used or can use, not a list of everything.
- Add a phone call for first-year members and anyone who hasn't renewed by the due date.
Renewal timeline
| When | Channel | Goal |
|---|---|---|
| 90 days before | Early notice and value recap | |
| 60 days before | Benefit spotlight | |
| 30 days before | Email and call for first-year members | Renew now |
| Due date | Last reminder | |
| 15 days late | Call and text | Personal check-in |
| 30 days late | We miss you, last chance |
Six renewal emails
1. Ninety days before
Subject: Your [association] membership renews [date]
Body: Hi [first name], your membership renews on [date]. This year you [one benefit used, such as: earned 12 CE credits]. Renew early and you'll [early-renewal perk]. [Renew button]
2. Sixty days before
Subject: Coming up for members: [event or benefit]
Body: Hi [first name], members get [specific benefit] at [event/date]. Renew by [date] to keep your access. [Renew button]
3. Thirty days before
Subject: 30 days left to renew
Body: Hi [first name], your membership renews in 30 days. It takes about two minutes. [Renew button] Questions? Reply or call [phone].
4. Due date
Subject: Your membership renews today
Body: Hi [first name], today is your renewal date. Renew now so you don't lose [benefit]. [Renew button]
5. Fifteen days late
Subject: We noticed you haven't renewed
Body: Hi [first name], your membership expired on [date]. Is there anything we can help with? [Renew button] or reply to this email.
6. Thirty days late
Subject: We'd love to have you back
Body: Hi [first name], we miss you at [association]. Renew this week and [win-back offer]. If something didn't work for you, I'd like to hear about it. [Renew button]
Renewal call outline
Call
Opening: “Hi, [name], this is [your name] from [association]. I'm calling about your membership, which renews [date]. Do you have a minute?”
Value: “How has your membership been this year? I see you [used benefit].”
Ask: “Can I help you renew today? It's [amount], and I can take care of it now or send you a link.”
If unsure: “What would make membership more useful to you next year?”
Close: “Thank you. I'll send a confirmation to [email].”
Voicemail
Message: “Hi, [name], it's [your name] from [association]. Your membership renews [date]. You can renew at [short link] or call me at [phone]. Thanks.”
Text (with consent)
Message: [Association]: Hi [name], your membership renews [date]. Renew in 2 minutes: [link]. Reply STOP to opt out.
Texts need the member's prior consent. See our texting rules guide. For a longer call script, see the membership renewal call script.
How KFG helps
Kensington Fundraising Group's callers handle renewal calls, first-year welcome calls and lapsed member win-backs for associations. See membership retention benchmarks and non-dues revenue ideas.