April 30, 2026
Renewal season can feel like a guessing game. Which channel actually works? How many touchpoints is too many? When do you follow up, and when do you back off?
The good news is that you don’t have to guess!
MGI’s 2025 Membership Marketing Benchmarking Report gives us real data on what’s driving renewals right now, and some of it might surprise you.
Email is still #1. But it’s not enough.
Every single association surveyed stated they use email for renewals. This makes sense since email is affordable, scalable, and easy to track. Plus, it’s also one of the few remaining digital platforms that isn’t dictated by an illusive algorithm.
But email alone isn’t closing the gap. But we did come across a statistic that was a little more shocking
The channel that’s quietly outperforming everything
The associations hitting renewal rates of 80% or higher are doing something different. They’re picking up the phone!
Keep in mind this does not include text messages or ringless voicemail. It means an actual staff member, board member, or volunteer picked up the phone and called those high-risk members.
Yes, that’s a meaningful time investment, but the data says it’s worth it.
What about direct mail?
If you thought snail mail was outdated, it’s time to rethink this physical reminder.
Direct mail is showing 13% effectiveness for reinstatement. (Compare that to near-zero for text messages, and the case for physical mail gets a lot stronger.)
Meanwhile, social media has moved into a supporting role. While 31% of associations use it for renewals, these posts rarely drive action on their own.
What this means for your renewal strategy
Phone calls and snail mail can feel like yesterday’s tools. But when your members are drowning in digital noise, a real phone call and a piece of mail in their hands cut right through.
At IMN, we work with associations across dozens of industries, and we’re seeing the same patterns the data describes. Renewal works best as a multi-touch sequence: anchored in email, reinforced by phone, supported by mail where it fits.
Here’s a practical starting point:
- Lead with email. It’s your foundation.
- Call your high-risk members. First-year members and anyone not responding to email deserve a personal touch.
- Use direct mail intentionally. This is especially effective for the members most likely to lapse.
- Test texts and ringless voicemail before scaling. Make sure these methods are right for your audience before going all in.
One more thing: always lead with value
No channel works if the message falls flat.
Every email, phone call, social post, and mailer should remind your members why they joined your organization in the first place. What has your association done for them? What would they miss if they left?
Your renewal messaging isn’t a billing notice. It’s a value story. Make sure it reads like one.
How IMN helps associations during renewal season
Renewal strategy is one of those areas where experience makes a big difference. We know what works across associations of different sizes, industries, and audiences, and we help our clients build multi-touch renewal sequences that reflect their members, not a generic template.
If you’re heading into renewal season and want a second set of eyes on your strategy, let’s talk. We’ve got you.
