The Problem with Treating Renewals Like a Last-Minute Sales Push

We’ve all been there. A member’s renewal date is around the corner, and suddenly it’s go time. Cue the emails, postcards, maybe even a voicemail that covers alllllll the benefits the member will lose out on if they don’t renew. With each send, the messaging gets a little more urgent and our fingers get a little more crossed.

But if we’re honest, that’s not really a strategy. That’s a scramble.

The truth is, if the first real value a member notices from you all year shows up in a renewal notice, it’s probably too late. At that point, you’re selling when what you should be doing is reinforcing a relationship that’s already strong.

Renewals shouldn’t feel like a sales pitch. They should feel obvious. Like the natural next step in an ongoing conversation.

So, let’s stop chasing renewals and start earning them.

Rethink the Starting Line

Most membership pros would say the renewal process begins 90 days out. That’s when the notices go out, right?

But by then, the decision has already been made.

Amanda Kaiser says it best: “Retention starts on day one.”

And she’s right. Every email, every interaction, every event or missed connection shapes how a member feels about their relationship with you. The 90-day push is just the final nudge—if it’s even needed.

Conversations, Not Campaigns

When’s the last time you asked a member what they wanted from their membership, rather than assuming what you think they want?

It could be as simple as:

• “What are you hoping to get out of your membership?”
• “How do you prefer to learn?”
• “Is this benefit relevant to you?”

And here’s the key: don’t just ask to ask. Ask, listen, and act.

One of my favorite ideas from a recent webinar we hosted came from this concept of “blueberry moments.” You can gather insights over time and bake the big pie (hello, annual survey), but some of the most powerful actions come from just one perfectly ripe data point. Like when a member says they’re looking for career growth, and you point them to your job board.

That’s a win. That’s a micro-engagement that builds trust.

Don’t Wait for Members to Expire

Think about the experience you want to create. Not just for new members, but for your second-year, third-year, and even 20-year members. Your goal is to create so much consistent value that the idea of not renewing feels like the exception, not the default.

That could mean:

• Personalized check-ins throughout the year
• Questions that trigger tailored resources or offers
• Light-touch nudges based on behavior or milestones
• Using your website and email to listen as much as you talk

The renewal process doesn’t have to be a one-size-fits-all countdown. You can build a journey that adapts, responds, and stays relevant.

The Final 90 Days (Still Matter)

Of course, the lead-up to expiration still plays a role. But by then, you should already know where your members stand.

Instead of a generic “Renew Now” message, ask:

• “Are you planning to renew your membership?”

That one question can help you segment your follow-ups. If someone says yes but hasn’t acted, they might just need a reminder or a phone call. If they say no, that’s your chance to learn why. If they say maybe, dig deeper. What’s giving them pause? What’s missing?

And for those lapsed members who haven’t come back? Sometimes, all it takes is asking, “Did you know your membership has expired?” You’d be surprised how many people didn’t.

Make It Easy to Say Yes

If there’s one big takeaway, it’s this:

Renewals shouldn’t feel like a push. They should feel like a continuation of a relationship that already feels worth it.

If you want to go deeper into how to reimagine your renewal strategy, we covered this topic in a recent webinar packed with examples, tactics, and frameworks. You can catch the replay here: https://media.usteducation.org/we-didnt-talk-all-year-but-wanna-renew/

Let’s stop making the case for renewal in the last three months. Start making it on day one.

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