Shortly after becoming 2nd Vice-Chairman I was given the tasks of researching and evaluating our procedures for contacting lapsed member, and the life member mailing conducted in 1994.  Little or no statistics are available regarding either of these activities, and the AMC had no idea of the effectiveness of these programs.  My goal was to finalize the task begun with the full life member mailing and lapsed member contacts, provide the numbers, and make recommendations. 

The remainder of this document summarizes my findings. 
  

Every year around January/February, the National Office sends out what they call an “H” mailing.  This is a postcard that is sent to the current year lapsed members AND those that have lapsed in the previous two years.  For example:  In early 1996, the lapsed members from the 1996 membership year (those that did not renew as of March 31, 1995), and those members who had lapsed in both the 1995 and 1994 membership years, received this postcard [copy attached to original]. 

In addition, in May/June of each year, the Local Secretaries of every group receive a listing of all the lapsed members from their respective groups, and are encouraged to personally contact those members in the hopes that a voice closer to home may persuade them to renew their memberships.  Each local group is reimbursed $.40 per lapsed member contacted. 

If we look at these yearly figures, we find that each lapsed member (if they remain lapsed), will be contacted three times by the National Office before being dropped from our contact listings, and may also be contacted at least once by their last local group. 

If we were to do more than is currently being done, we must look at some of the reasons why members decide to lapse, and try to determine if any of those are within AML’s ability to change.  Some, but certainly not all of the reasons why members lapse are as follows: 

Category 1--Forgot to renew 
Those lapsed members that fall into category 1 are usually caught with one of the numerous renewal mailings.  The first renewal notices usually go out in November (these are called the “A” billings).  If a member has not renewed within a reasonable time, a second billing (the “B” bill, which is the same as the “A” bill) will be sent to them in February.  If they still do not renew, the “C” bill is sent in April (this is typically a short memo from the national Office which asks if the member has forgotten to renew).  If they still have not renewed by May/June, that’s when they appear on the lapsed member listing sent to the Local Secretaries (this is designated the “D” billing). 

As you can see, this constitutes at least three, and possibly four contacts for members who do not renew between November and June.  Then, during January/February the following year they are once again contacted with the “H” mailing from National.  So in total, every member is contacted six times, and maybe seven, before falling off the list; the “A” mailing, the “B” mailing, the “C” mailing, the “D” mailing (if the local group makes a contact), and the three years associated with the “H” mailing.  If a lapsed member can still “forget” to renew after six-seven reminders, there just isn’t much more we can do.  Additional contacts seem unreasonable, but perhaps a change in the letter(s) we send to these members (making them more friendly, for instance) could make a difference. 

Category 2--Can’t afford the dues 
There is not much AML can do for those members that fall in this category other than reinstate the Mensa Fellowship Program/Dues Waivers.  And since this is not an option that the AMC wishes to entertain at this time, we will simply have to live with the loss of these members. 

Category 3--did not receive renewal form 
With the number of mailings that National sends, and the possible local group contacts, I think it is safe to say that the only way a member can reasonably imply that they did not receive a dues renewal is that the member moved and failed to contact the National Office with the new address.  This is also out of our control. 

Category 4--Member is upset about someone/something 
These members can be contacted by their respective local and national officers who may be able to rectify the situation.  However, in most cases the member is upset about something political or having to do with AMC.  In these instances there is little we can or should do about it.  That’s not to say that AMC should ignore these members, simply that we can not bend over backwards to placate each and every member who has a gripe.  If we did, we would be doing nothing else.  We should listen to what they have to say, certainly.  Do what is within our power to do, yes.  But the AMC must concentrate on running AML to the best of its abilities for the entire membership and staff. 

Category 5--Found little or no interests in the group 
Those members who leave the group due to lack of interest are also beyond our control.  With the many RGs, the AG, the SIGs, and the local group activities, there is not much more that can be done to provide outlets for these members. 

Category 6--No particular reason 
Finally, those members who have lapsed for no specific reason are our most promising target.  These are the members we should be contacting.  The problem is in identifying these members.  Unless a member actually comes out and tells someone the reason why they decided not to renew, it is virtually impossible to identify this target group.  One possible action national can take is to do a special mailing, sent to a random sampling of lapsed members, asking for their reason for not renewing and attempting to win them back.  This letter/questionnaire may best be written by an unbiased third party with experience in writing marketing materials.  many attempts to contact members have been made in the past using poorly written letters or using slanted/biased wording.  These letters have not improved Mensa’s standing with these members, and may have worked against us. 

Recently, Fred Worm of the National Office conducted his own lapsed member mailing to a random sampling of members.  480 lapsed members were contacted, or which 32 renewed and over 150 addresses were correctly updated.  This mailing cost approximately $250.  The 32 members who renewed brought in revenue of $1,440.  This was approximately a 7% return.  Quite a good return on investment.  (For those into statistics, according to Fred, a 2% return on a promotion of this kind is considered good.)  Although the return on investment seems good, we must keep in mind that most of the monies received from these renewed members goes towards providing the various services associated with membership, and is not available as “found” money. 

Even though AML is doing its share to contact our lapsed members, it is my intention to offer a motion at the March [1996] that we produce a form asking lapsed members why they chose not to renew and asking them to reconsider.  (If national wishes to conduct this survey, the letter should be sent to 1,000 lapsed members selected at random from our lapsed member listing.  If we wish the local groups to have a part in this, we can ask that each local group mail the letter to their lapsed members as part of its “D” mailing.)  A self-addressed stamped envelope should be used to facilitate the return of the forms.  The cost of this project should not exceed $1,000. 
  

LIFE MEMBERS 
In 1994, then-Treasurer Tim Hardy conducted an extensive Life Member survey for the purpose of verifying addresses, names, and whether or not each life member was still alive.  This was conducted on the recommendation of actuary William Lumsden.  While the information obtained was the most comprehensive AML ever received regarding our life members, little or no statistics were ever released to AMC. 

This survey was accomplished through the form of a letter and a self-addressed postcard which the life member could return without cost to them [copy attached to original].  Many members complained that the letter sent with the survey was biased and attacked the AMC (hence the suggestion that we have an unbiased third party produce our form letters). 

Currently, I have in my possession every postcard that was returned to the National Office as part of this survey.  I have compared the postcards returned with the full listing of life members, and compiled the following results: 
 

Number of letters/postcards sent  % of total sent (100%)	1529
Number of postcards received from members  % of total sent (79.7%)	1218
Number of letters/postcards returned as undeliverable  % of total sent (1.8%)	28
Total postcards returned   % of total sent (81.5%)	1246
Number of postcards never returned/missing  % of total sent (18.5%)	283

It is my intention to research those 28 postcards returned as undeliverable, checking addresses and names with the life member list to determine if these members are still listed with incorrect information.  Those that have the same addresses as listed on the postcards originally sent in 1994 should be removed from our list and their monies removed from the life member fund and put into an escrow account until such time as we can be assured that the member is no longer with us.  At that time all monies should be reverted to the General Operating Fund.  (Even though over two years have elapsed since this mailing, we must be absolutely sure these members are not deceased before moving any money.) 

Those 283 members who never responded to the survey should be contacted again with a new letter/postcard advising them that if AML does not hear from them with correct information, they well be removed from the life member list and their monies made part of the General Operating Fund.  (This, only after conferring with legal advisors as to the legality of such an action.) 

With this in mind, it is my intention to present a motion at the Chicago AMC meeting stating that a new survey should be conducted, similar to the one conducted in 1994, for the purpose of verifying our life member information.  Those members who do not respond to this survey should be removed as a life member and all monies put into an escrow account until such time that AML can reasonably assume that the member is deceased.  The cost of this survey should not exceed %500. 
  

Respectfully submitted, 

Tony Jackowski 
2nd VC 
Chairman of Lapsed Member/Life Member Committee