The American Bar Association is considering testing direct mail and telephone scripts that strongly encourage credit card payment to boost membership renewal rates.
The ABA is the largest volunteer professional association in the country, with about 400,000 members, including 300,000 attorneys. Lawyers are offered a free one-year membership when they pass the bar exam. After the first year, when payment is requested, retention is about 40%.
Membership levels are crucial, said Roger Marcus, the ABA’s director of database marketing, at the Chicago Association of Direct Marketing’s DM Days last month.
