Matching MemberCard Expiration Dates with Member Renewal Dates
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Q: Why match the expiration date on the MemberCard to a members’ actual
renewal date?
A: It’s a great urgency tool for renewals. Program guide covers (and
magazines) that proclaim “THIS IS YOUR FINAL ISSUE!” work because of the
urgency they create. The more specific you can be, the greater the sense of
urgency to renew.
Q: Our members receive program guides through the 13th month—should the
MemberCard date match?
A: We recommend yes, so your renewal copy can still speak to the
simultaneous loss of all benefits. You can capitalize on this by calling
attention to the additional time in the 13th month notice, for example: “We
hope this extra month of the guide and your MemberCard benefits help convince
you to remain a member; you are so very important to us!”
Q: What about the renewal notices we send in the 9th, 10th and 11th
months? How does using a member’s exact anniversary month (12th) on the card
boost response to these notices?
A: Since the Card is valid for a full year from their 12th (anniversary)
month, by renewing early, members get a card good for 13 or 14 months.
Highlighting these “bonus months” will increase response to your early
notices.
Q: How do I order cards to match members’ renewal dates?
A: When you run your MemberCard select (members giving a NEW or RENEWAL
gift at or above MemberCard level) sort and sub-total the list or labels by
members’ renewal dates. Be sure to list the exp date on the label so you can
match them easily. Fill in that information on the MemberCard order form
(listing the quantities of cards by members’ renewal dates) and cards will
arrive in 10 business days.
Q: I like to order MemberCards ahead of peak membership periods like
around drives, how do I match dates when ordering?
A: Pull a report of your order for the same period last year and order
75% or so of those quantities by the same renewal dates (update one year).
You may do this quickly by signing on for online MemberCard orders and click
on "review recent orders." With our quick turnaround time, you can
order the balance as needed without delaying fulfillment.
Q: What happens if I order too many MemberCards in advance and then can’t
use them because the expiration dates are wrong?
A: Most stations use the extra cards as thank-you gifts to talent and
other volunteers, or for special give-aways at area events. You can also
return them for credit. Providing that there is 6 months or more use left on
the cards, they can be returned to MBI for credit. We will generate a credit
memo based on $1.25 per card return fee.
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