29 Tips for Gaining and Retaining a Donor Base

Member segments to survey are all current members, lapsed members (to see why they didn't renew), visiting members and long-time members.

Two things she noted: Don't put the survey in your newsletter; make it a separate item. And have a deadline for response.

28. Use the Internet. The Internet should be an additional channel to an organization's marketing mix, not a substitution, Rich said. It can be used for acquisition and renewal via e-mail communications, an online newsletter and event registration. Rich also suggested creating members-only Web pages such as chats, "ask the experts" and a calendar of events.