Increase Your First Year Member Retention
Industry statistics show that the first year of membership is critical — the majority of those who do not renew their membership are first-year members. That is why it’s so important to reach out to new members and give them personal attention.

After a successful National Membership Day, you should welcome new members into your SMC, explain the benefits of membership, and get them involved. 

An Ambassador Club is one way in which your SMC can welcome and orient new members. The ambassadors give the new member a friendly face at events, educate the new member about benefits, and encourage a first-year member to renew. The following FAQs from NAHB’s Membership department outlines how to create an Ambassador Club.

What is an Ambassador Club?
An Ambassador Club is a group of active members who welcome and orient new members to the SMC. As invaluable liaisons between new members and the association, they’re great at generating enthusiasm and encouraging new member involvement the first year. Their volunteer efforts usually guarantee increased new member satisfaction and renewals.

What do Ambassadors Do?
Ambassadors fulfill a prestigious and important role within the SMC. Responsibilities may include organizing or assisting with new member orientations; hand delivering new member packets; escorting and introducing new members at meetings; and acting as new member information resources or as mentors. They stay in contact with new members the first year, providing feedback to the association about new member needs and interests.

How Do We Start an Ambassador Club?
An Ambassador Club is a fun and effective way to increase membership satisfaction, growth, and retention. Establishing one is as simple as 1-2-3!

1. Recruiting Ambassadors. You probably know who your Ambassadors are — your most active and involved members who are already telling others how much they get out of membership. Recruiting them should be easy — at membership meetings, from your membership committee, or other enthusiastic members. Solicit volunteers for the Ambassador Club by running an ad in your newsletter or adding the information to your Web page.
   
   
2. Resources and Materials. Give your Ambassadors the resources they need to be your membership experts. These might include sample new member packets; SMI magazine; membership brochures and materials; newsletters; schedules of events and meetings; committee information; history and background; and any other materials to help encourage new member participation and involvement.
   
   Developing a handbook for easy reference is an excellent way to orient volunteers to their responsibilities as Ambassadors, and to provide the background they need about association membership benefits, products, and services.
   
   
3. Training. Just as you provide a New Member Orientation for new members, you’ll want to orient, educate, and remind your Ambassadors of the benefits of membership.
   
   An Ambassador Orientation is a great way to ensure that your ambassadors know all there is to know about local and national membership benefits, and it’s a great time to distribute the materials and resources they will need to share with new members. Also send your Ambassadors new SMC information and updates as soon as they come out.

For more membership information, see Resources for SMCs and HBA Resources sections of www.nahb.org. [ return to top ]