Key takeaways
- Call members a few weeks before their renewal date, and again shortly after a membership lapses.
- Ask how membership is going before asking them to renew; their answer is useful either way.
- Have the renewal link, dues amount and member benefits ready.
When to call
Renewal emails are easy to miss. A call a few weeks before the renewal date catches members while they can still act, and a second call in the first month after a lapse often recovers members who simply forgot. First-year members are worth calling first, since they haven't built a renewal habit yet.
Before you call
- Know the member's renewal date, dues amount and how long they've been a member.
- Note which benefits they've used, such as events attended or resources downloaded.
- Have a renewal link you can email during or right after the call.
Before the renewal date
“Hi, is this [member name]? This is [your name] calling from [association]. I'm calling because your membership comes up for renewal on [date], and I wanted to check in. How has your membership been this year?”
[Listen. Note any feedback.]
“Thanks for sharing that. Can I help you renew today? Dues are [amount], and I can email you the renewal link right now.”
Close: “Thank you, [member name]. We're glad to have you as a member.”
After a membership lapses
“Hi, is this [member name]? This is [your name] from [association]. Your membership ended on [date], and we'd love to have you back. Was there anything that kept you from renewing?”
[Listen.] “That's helpful to know. If you'd like to rejoin, I can send the link now, and you'll keep access to [key benefit].”
Common replies
- “I didn't use it much.” Mention one or two benefits that fit their role, without overselling. Their feedback is worth passing on.
- “My employer pays.” Offer to send an invoice to the right person.
- “I'm retiring or changing fields.” Thank them, and mention any retired or alumni rate if you have one.
How KFG helps
Kensington Fundraising Group runs membership renewal calls and non-dues revenue outreach for associations, in English and Spanish. See all our call scripts.