A good membership renewal letter is short, personal and easy to act on: it reminds the member what they got this year, says what’s coming next year, and gives them one button to renew. Send a sequence, not a single letter: about 60 days before dues are due, again at 30 days, on the due date, and a “we miss you” note to anyone who lapses. The four templates below cover all of them.
What makes a renewal letter work
- It’s from a person. Your executive director or president, by name.
- It reminds them what they used. Events attended, resources, people met.
- It looks ahead. One or two things coming next year that they won’t want to miss.
- It has one clear button. Renew now, with the details already filled in.
- It’s short. If it scrolls on a phone, cut it.
Most renewal letters today go by email. Keep a printed version for members who prefer mail, with a web address to renew online.
Template 1: 60 days before renewal
Subject: Your [Association] membership renews on [date]
Hi [First name],
Thanks for being part of [Association] this year. [You joined us at [event] / Our members came together for X events / Something specific from this year.]
Your membership renews on [date]. Next year we have [one or two highlights, like the annual conference on (date)], and we’d love to have you there.
Renewing takes about a minute:
[Renew my membership]
If you have any questions, just reply to this email.
Thank you,
[Name]
[Title], [Association]
Template 2: 30 days before
Subject: 30 days left on your membership
Hi [First name],
A quick reminder that your [Association] membership renews on [date]. Renewing now keeps your member pricing for [upcoming event] and your place in the member directory.
[Renew now]
Thanks for being a member,
[Name]
Template 3: The due date
Subject: Your membership is due today
Hi [First name],
Your [Association] membership is due today. If you’ve already renewed, thank you, and you can ignore this note.
If not, here’s the link. It takes about a minute:
[Renew today]
[Name]
Template 4: Lapsed member
Subject: We miss you at [Association]
Hi [First name],
Your membership ended on [date], and we noticed. [Short, specific line about something coming up they’d care about.]
If it just slipped through the cracks, you can pick up right where you left off:
[Rejoin [Association]]
And if something about your membership didn’t work for you, I’d honestly like to know. Just reply and tell me.
[Name]
Renewal letter mistakes to avoid
- Sending one letter and hoping. A sequence renews far more members than a single reminder.
- Leading with the invoice. Lead with the value, then the button.
- Making them log in to find the renewal page. Link straight to it.
- Guilt. “We need your support” works less well than “here’s what’s next.”
- Old details. Double-check the subject line, date and price every time.
For the bigger picture on keeping members, see our membership retention strategies, and for the rest of your email calendar, email marketing for associations.
Frequently asked questions
What should a membership renewal letter say?
Thank the member, remind them of what they got this year, mention what’s coming next year, give the renewal date and include one clear link to renew.
When should you send membership renewal letters?
About 60 days before dues are due, again at 30 days, on the due date, and a follow-up about 30 days after for anyone who lapsed.
How do you write a lapsed membership renewal letter?
Keep it warm and short. Say you noticed they’re gone, mention something coming up they’d care about, give a one-click way back and invite them to tell you if something didn’t work.
Should renewal letters be emailed or mailed?
Email for most members, because they can renew with one click. Keep a printed version for members who prefer mail, with a web address to renew online.
Make renewing one click
Purple Pushpin gives associations and chambers online dues and email on one membership website, so the button in your renewal letter goes straight to a page where members can pay.