CBA shows how to extend the life of a lapsed member
How do you get valuable donors to reinstate their memberships with the least amount of resistance?
Research has shown that lapsed members or donors believe they’re still active even if they haven’t contributed for one or more years.
CBA uses this information in its strategy and creative approach in our reinstatement promotion, Extension Package. We treated lapsed members as though they’re still active in the message appearing through the special window: “Your membership has been extended to July, 2003.”
Former members are told they’ll receive the next full year, as though they’ve never expired. In the letter we say, “All we need is your final approval to make your membership permanent for the coming year!” This package reinstates a large number of members. But did they ever really leave?