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Back to basics: Why do members lapse? (and what you can do about it)

from Marketing General Incorporated

There are many reasons members lapse, but often the answer is some version of, “I didn’t see the value of membership,” or, “I didn’t use my membership.” The organization’s internal response to this reasoning is usually something along the lines of, “But we sent you 20 emails telling you the value of membership and outlining your benefits.” If this sounds like you or someone you know, here are a few questions to ask yourself. more

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