Do you know who your “long-term” members are? By long-term, I mean any company or individual who has been a member of your association for more than seven years.
Can you easily pull a report of anyone who has been a member for more than seven years? And can you run a report of any “long-term” member whose membership is expired but still in the “membership grace period”?
Everyone knows that keeping a member is much, much cheaper than acquiring a new member. So keeping your long-term members is especially critical. You should be able to easily determine if any of your long-term members are in danger of dropping membership, and if they are, you should have a plan in place for high-touch personal contact (this is not the time for generic renewal emails) to determine what’s wrong and how the association can address the issue.