If you’re a community manager who works under a marketing department, don’t forget this:
On average, it costs 6-7x as much to acquire a new customer rather than retaining an existing one.
– data from Mack Collier, “Customer Relationships – Four Ways to Create an Army of Fans for Your Brand : MarketingProfs Article”
That should inspire some loyalty programs and an investment in your best customers, should it not? And if you don’t have customers per se, this still holds true. The barrier to getting someone new on board is so much higher than convincing someone who has been contributing to the community to come back or continue to do so.