Lack of effective communication = lapsed members
The Client
The client is a large, national trade union (blue collar).
The Situation: A communication problem
A lack of effective and tailored communication with members from this union had caused widespread membership leakage in the form of over 2,800 lapsed memberships worth over $2 million. Some members had been un-financial for up to two years.
The Challenge
- Optimum Contact was engaged to provide the skill, resource and tools for a targeted outbound telephone campaign, specifically:
Renew and return unfinancial members to the fold. - Request payment to renew the current year’s membership and address any arrears, including negotiation of payment plans.
- Cleanse the member database by validating contact details and communication preferences.
- Gather, collate and analyse member feedback and report on trends.
- Up to two calls to each member over a 10-day period. Phone lines remained open for five business days after the campaign to service any late return calls.
The ROI
The return on investment for the campaign for the union was 1,581%
The Results
- 652 un-financial members successfully renewed
- Over $500,000 in membership dues recovered.
- Database cleansed with contact details updated (details were largely incorrect).
- Intelligence gathered, collated, and analysed.
- In most cases, the lapse of membership was not deliberate. Members are time-poor, disorganised or simply forgot to renew.
- Members appreciated the personal touch of a follow-up phone call and assistance with renewal.
- Some members weren’t aware that they were un-financial despite email and hard mail contact by the Union.
- A targeted, efficient outbound call campaign run by a specialist team that acted as an adjunct to the union’s already stretched membership team made the difference and cleansed the data so that all future campaign avoided marketing spend waste.
- The union have committed to an annual campaign.
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