How do organizations address the ones who got away, the long-time members or customers no longer in their ranks?
Members and customers make decisions partially based on the perceived return on investment of an organization’s offerings. If we don’t let people know the value that they’ve been missing, how can we ever expect to get them to reinvest as a member or customer? In the spirit of Jay Baer's excellent new book, Youtility, share info in these marketing communications that is helpful to the recipient, not hype about the sender.
and if a professional association indeed has cultivated a community ...
the campaign that might most easily renew the connection and contribution of a lapsed member is the simplest one of all:
a photo of members around a table at an association event with an empty chair and a handwritten sign that says: