The problem
Lapsed members are the cheapest new members you will ever get. They already know you. Most associations never ask them back.
When to run it
Once a quarter, for everyone who lapsed in the last 3 to 12 months.
The steps
Pull the lapsed list
Export everyone whose membership ended 3 to 12 months ago. Add their last event attended and any committee they served on. Those two details tell you who they knew and what they valued. Remove anyone who asked not to be contacted.
Get the rest of Play 004
- 4 more steps
- The mistakes to avoid
- The member lifecycle emails template
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The Weekly Play. Short enough to read before your next board call.