533719 Improving My Paywall

My site, [login to view URL], is an index of magazine articles that people subscribe to. They pay $9.95 through PayPal for a year's access. If they want another year, they pay another $9.95. I have to email members manually when they are about to expire. My renewal rate is dreadful. I'd like to improve this. The current Paypal system has zero flexibility. I would like the ability to auto renew my memberships. I would like the flexibility to put the site on sale for a specific period of time. I would like to be able to renew users at only $4.95 instead of $9.95. I don't want to have to change how the database works, which is in Access, or the site overall. Just the payment methodologies. Please tell me how you would enable me to make these changes and provide samples of your previous work. Thank you.