Zealous member involvement leads to strong renewals

It’s that time of year again. In December, which can involve so many things: Advent, Christmas, the end of the year, kids getting ready for final exams, and returning home for winter break. At Legatus, among other happenings, it signifies renewal season. With all that is occurring in our country and worldwide, many of our chapters are asking ... what makes for a strong renewal season? How do we work on retention all year ... not just when renewal invoices come out? How do we keep members wanting to come back year after year? These are important questions and ones every chapter should be considering on a regular basis.

Rally top speakers

Ken Haneline from the Cleveland Chapter identified a few things that contributed to their near 100 percent renewal for 2021. “The number of really good, nationally known speakers is so important. It does cost a bit more, but it beats losing members.”

Additionally, the chaplain is vitally important. “Our chaplain, Bishop Roger Gries, is a very popular bishop in our area.” We also have a new-member mentoring process where a long- time member will mentor a new member to help in keeping involvement levels high.”

Encourage feedback

Rob Reynolds, president of the Tampa Bay Chapter, noted their chapter has seen 100 percent retention for two consecutive years. His input is insightful. “Engage member-couples individually toward the end of each year and ask if they’ve found value in their membership. Have they found the past year of events worth their time, and how can the chapter improve? I did this myself years ago as membership chair; now all our chapter officers participate. We don’t ask to keep our retention high; we ask because we care about members’ experience and ideas for improvement. I want this to be worth everyone’s time and something everyone looks forward to. We’re trying to network together and build the Kingdom; it’s important to make this an attractive experience. Our members pay good money each year and it’s important they’re asked to weigh in on and improve it.”

“Deep fellowship with the members...it’s family,” is the approach we maintain to keep our members wanting to come back year after year, says Berni Neal of the Orange County Chapter. “And great programming to augment our faith formation, beyond what we are already getting.”

Support in tough times

Chapters should check in on members who may have missed a few consecutive events during the year. Preemptive work on resolving issues and finding out if Legatus can assist a member going through a tough time
is worthwhile strategy. The Legatus family is a natural support system and sometimes it just takes a bit of reaching out.

Chapter best practices

What makes for a strong renewal season? “Utilize small group activities as an opportunity for members to renew,” says Nate Wine, Great Lakes Regional vice president. “If your forum is meeting, take a moment at the beginning or end to encourage your fellow members to renew right there online. Take time during a chapter event to encourage members to renew on the spot. Make it a collaborative effort.”

Wine further goes on to share some other best practices: personal outreach to individuals from chapter officers, have your chapter administrator send out to the membership a letter from the president, along with the 2022 program brochure in October in advance of the renewal invoices being sent out.

Finally, we must ensure Legatus’ value proposition is understood and appreciated by members. What is the benefit of membership? Revive your Leadership. Renew your Purpose. Readjust your Map. Visit legatus.org/member- benefits. We look forward to seeing you in 2022 and thank you for your commitment to Legatus – and to Christ.

LAURA SACHA is chief operating officer for Legatus.