The Perfect Time to Reach Out to Lapsed Members
Lapsed members are often overlooked—but they shouldn’t be. These are people who once said yes to your organisation. They saw the value, joined your community, and engaged—at least for a while. And while they may have drifted away, they’re not starting from scratch.
That’s why reactivating lapsed members can be one of the most cost-effective and high-impact strategies in your membership lifecycle.
Why Focus on Lapsed Members?
Let’s face it—acquiring a brand new member takes more effort, time, and budget than re-engaging someone who already knows and (at one point) believed in your mission.
Lapsed members:
- Already understand your offering
- Have existing emotional or professional connections to your community
- May just need a reminder of the value you provide
- Are often more open to returning than you think
The key? Reaching out at the right time, with the right message.
So When Is the Perfect Time?
Here are three windows where your outreach is most likely to succeed:
- Within 3–6 Months After Lapse
The sooner you reach out after a member lapses, the better. They still remember what they liked, and their circumstances may have simply shifted. A gentle nudge—especially with a personalised note or a limited-time incentive—can be all it takes.
- Just Before a Major Event or Benefit Release
If you have an annual conference, new member-only content, or an exciting initiative launching, use it as a reactivation hook. Remind them what they’re missing—and how easy it is to come back.
- During Key Life or Career Transitions
Pay attention to signals like job changes, industry shifts, or major news. These moments often reignite a need for support, networking, or professional development—things your membership likely offers.
What to Say When You Reach Out
Reactivation messaging should be:
- Warm and human: Acknowledge their past involvement and express genuine interest in welcoming them back.
- Clear on value: Remind them of the benefits they had—and what’s new or improved since they left.
- Easy to act on: Provide a simple path to rejoin, ideally with a small incentive or limited-time offer.
And above all, avoid guilt or pressure. This is a re-invitation, not a reprimand.
Make Reactivation Part of Your Strategy
Reactivating lapsed members shouldn’t be a one-off campaign—it should be a regular part of your membership lifecycle planning. With the right toolkit in place, you can turn “former” members into loyal advocates once again.
Lapsed members are low-hanging fruit…
Let’s create a reactivation toolkit to bring them back—get in touch today and let’s re-engage your community.