Track results of all membership marketing efforts. This will help determine what works best, so you will know where to spend your greatest effort and money in future campaigns. Call lapsed members. APHA's recent telemarketing project to former members was a huge success. You'll find that many members did not intend to drop.
Some people respond better to phone calls than to direct mail.
For direct mail on a limited budget, make sure your mailing pieces comply with postal regulations. Apply for a bulk rate permit if you don't already have one, and talk to a postal representative about how to design your mail pieces for maximum automation. You can collect these easily by calling members of your leadership, or asking for comments at your annual meeting. Avoid negative messages. It's acceptable to emphasize that more support is needed in your organization, but never give the impression that you are desperate or that your membership is declining.