AAO-HNS Creates a Bold Plan for Membership Renewal
Facing its first major dues increase in years, AAO-HNS worked with Ricochet on tested renewal messaging and materials, exceeding revenue goals with minimal member complaints.
What was holding AAO-HNS back?
The American Academy of Otolaryngology-Head and Neck Surgery (AAO-HNS) has approximately 13,000 members. After years of stable rates, it needed to raise dues significantly, which meant core physician members would pay over $1,000. The organization knew the move was risky. Without a solid communication strategy, it could face backlash at renewal time. AAO-HNS partnered with Ricochet to handle the change with care.
What did Ricochet do?
Ricochet wrote a range of messaging options and researched them with AAO-HNS members to find which ones might draw negative feedback. With those findings, we guided the marketing team on the wording and design of renewal emails. We fully redesigned the printed and faxed renewal materials and worked with the printer and mailer on production. We set clear targets for the campaign and built a real-time view so staff could monitor progress as renewals came in.
What changed for AAO-HNS's members?
Members received renewal emails and printed materials with wording that had been tested with their peers before it went out. The dues increase reached them with a clear explanation instead of a surprise. Complaints from members about the higher dues were minimal, and AAO-HNS exceeded its revenue goals for the renewal campaign, setting it up for continued growth.
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