This proposed lapsed membership series was designed to re-engage former members after their membership expired. The campaign combines a modest renewal incentive with a feedback request, giving the organization an opportunity to recover lapsed revenue while learning more about member satisfaction, renewal barriers, and future programming opportunities.
Strategy
Reach lapsed members with a clear reminder that their membership has expired, then invite them to renew with a limited 5% discount. The campaign also includes a feedback opportunity for members who may not be ready to renew, creating a secondary value path through market research and member experience insights.
Audience
Former members whose memberships have recently expired and who did not renew during the standard membership renewal campaign.
Tactic
A 3 email series sent after the membership lapse date.
Email 1 sent 2 weeks after lapse
Email 2 sent 1 month after lapse
Email 3 sent 2 months after lapse
Each email includes two actions. The primary action is to renew the membership with a 5% discount. The secondary action is to complete a short feedback form.
Key Message
Your membership has expired, but there is still time to come back. Renew today to continue enjoying member benefits and save 5% on your renewal.
Goal
Reactivate lapsed members through a small renewal incentive while gathering useful feedback on the member experience, renewal process, and potential barriers to renewal.
Roadblocks and Considerations
The largest operational challenge would be list management. A full 3 email sequence would require clean segmentation to avoid emailing members who have already renewed after receiving the first or second message.
Depending on the available email platform and internal resources, this could be automated through membership status triggers. If automation is not available, the simplified approach would be to send one lapsed membership email as a standalone reactivation campaign, then continue reaching former members through the general newsletter or broader marketing email list.
Measurement
Success would be measured by renewal link clicks, completed renewals, feedback form submissions, open rates, click-through rates, and unsubscribe activity.
Lapsed Email 1
Timing: About 2 weeks after lapse
SUBJECT: We’d love to welcome you back
Dear [First Name],
We noticed your [Children’s Museum] membership has recently expired, and we wanted to say thank you for being part of our museum community.
We hope your family enjoyed the exhibits, programs, events, and everyday moments of discovery that come with membership.
If you would like to rejoin, we are offering 5% off your membership renewal for a limited time.
[Renew Your Membership]
Your membership helps your family keep exploring while also supporting our mission to create a welcoming space where children can imagine, discover, and connect with the world around them.
We would also love to hear about your experience. Your feedback helps us improve member benefits, exhibits, programs, and the overall museum experience for families like yours.
[Share Your Feedback]
Thank you again for being part of [Children’s Museum]. We hope to see you back soon.
Warm regards,
[Children’s Museum]
Lapsed Email 2
Timing: About 1 month after lapse
Subject: Still thinking about renewing?
Dear [First Name],
We miss seeing your family at [Children’s Museum].
Your membership may have expired, but it is easy to restart. Renew today and receive 5% off your membership.
[Renew Today]
Membership gives your family continued access to hands-on exhibits, playful learning experiences, special programs, and member benefits throughout the year.
It also helps support the work we do every day to inspire children of all ages and abilities.
If you have a moment, we would also appreciate your feedback. Whether you plan to renew or not, your thoughts help us better understand what families value most.
[Take the Feedback Survey]
Thank you for your past support. We would be grateful for the chance to welcome you back.
Best,
[Children’s Museum]
Lapsed Email 3
Timing: Final lapsed follow-up
Subject: One more invitation to come back
Dear [First Name],
We wanted to reach out one more time with an invitation to renew your [Children’s Museum] membership.
For a limited time, you can restart your membership and save 5%.
[Renew and Save 5%]
Renewing means your family can continue enjoying unlimited museum visits, engaging exhibits, special programs, and the member benefits that make each visit easier and more fun.
If now is not the right time to renew, we understand. We would still value your feedback on your membership experience.
[Share Your Feedback]
Your input helps us improve the museum for families across our community.
Thank you again for being part of [Children’s Museum]. We hope to see you and your family again soon.
Best regards,
[Children’s Museum]
Jared Ray Conger 