How to Write a Retention Letter

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A retention letter can serve as a valuable tool to an organization that charges annual fees. This letter can save a customer by reminding them to renew membership. You can draft an effective retention letter by following some simple steps. Your professionalism will maximize the chances of retaining a customer.

Start with the formalities. Write “Dear Member’s Name.” Using the member's name, rather than a generic title, will make the letter seem personal.

Open with the reason for your letter. Write “I’m concerned that we have not received your membership renewal.”

Write a paragraph reminding the person of the benefits. For example, “As a member of our organization, you have the chance to improve the quality of your life in our community.” Keep this paragraph limited to about three major selling points. This will keep the reader engaged.

Finish the letter. Tell the person to contact you if he has any questions about membership or any other issues. Include your phone number. Close the letter with “Sincerely” and sign it after you print it.

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