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The "Write" Way to Attract Members

Nancy Whistance-Smith
Edmonton, Alberta, Canada
From: LEAVEN, Vol. 37 No. 2, April-May 2001, p. 40

A few months ago, we realized that not only were we not getting a lot of new memberships (subscriptions), but mothers who had been members were taking a long time to renew when their memberships expired. The Leader Applicant in our Group and I decided to compose two separate membership letters. The first we send to members when it is time to renew. Along with the letter, we enclose a stamped self-addressed envelope to encourage them to renew promptly. The second letter we send to mothers who have attended two or more meetings. We also enclose a stamped self-addressed envelope with these letters.
So far, we have sent out four renewal letters and one letter to a new mother who had attended for a year with her first child and never bought a membership. She is now pregnant and attending meetings once again. All five letters have resulted in memberships!

It is interesting to note that from January to August, we sold four membership renewals, but after we mailed our first letters in late August, in the next three months we sold eight new memberships and received five renewals! One of our renewals also came with a donation to the Group.

We are very excited to have found such an easy way to increase memberships. We are more aware and more comfortable with approaching mothers about financially supporting La Leche League since each month we are conscious of the mothers to whom we should send letters. Often we approach mothers directly and remind them to renew even before we have to mad the renewal letter.

We hope these two letter samples will increase memberships in your Group.

Renewal letter

LLL of (Group name)
Address

Dear (Name),

We are so happy that you are a member of La Leche League of (Group name). With mother-to-mother sharing at the heart of our organization, your presence and input are always welcome and appreciated at our monthly Series Meetings.

The money from membership sales is vital to the continued existence of (Group name). With this in mind, I ask you to consider renewing your ($ amount) yearly membership with La Leche League. Your ongoing support ensures that LLL remains strong in reaching out to breastfeeding mothers and their babies.

A self-addressed envelope is enclosed for your convenience, or you may renew at the next meeting via cash, check (cheque), or credit card. (Editor's note: some Groups have credit cards as a payment option.)

Once again, thank you for your support in the past and your contribution to our Group.

Sincerely,
Leader's name

Letter to Non-Members

LLL of (Group)
Address

Dear (Name),

We are so happy that you have been attending monthly La Leche League meetings. With mother-to-mother sharing at the heart of our organization, your presence and input are always welcome and appreciated.

La Leche League is a volunteer-based, registered charitable service organization which depends on membership sales, along with the generosity of individuals, foundations, and corporations.

I ask you to consider purchasing a ($ amount) yearly membership with La Leche League. With your support, LLL will remain strong in reaching out to breastfeeding mothers and their babies both now and in the years to come.

We look forward to seeing you again at our next meeting!

Sincerely,
Leader's name

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