THE TOOL
SHED
The Exit Survey
Exit surveys for lapsed members are
critical. Whether you use a form, a postcard
mailer, or an electronic approach with your exit survey,
the key is to include the right content.
The following four sections should
elicit the answers and/or action that you need to
improve retention efforts.
__ Please renew my membership
immediately.
Include payment fields to be
completed by the lapsed member so that they can act
immediately.
__ I did not renew my membership for
reasons unrelated to the association.
Include a list of reasons, such as
changed positions, role has changed, company has
closed, company is no longer in this business, etc.
__ My main area of dissatisfaction
with the association is:
List all major activity
areas/products.
Given the level of dues I am paying,
you could improve membership value for me by:
Provide space for a written response.
__ In the future,
Provide relevant options ranging
from follow-up content, being kept on the wait list,
to being completely removed from the association's
list.
NOTE: Even if removal is requested,
generally you should not remove the name from your
database. Flag the record appropriately, or
change the record status, but it is important to
retain the record so the individual is not
accidentally added back as a prospect.
The Tool Shed
is the place to find the right tool for the right
job...and the tools are designed to work in associations
and other not-for-profit organizations.
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