membership consultants' pulse of membership 2012 ye
DESCRIPTION
Membership Consultants, Inc. performs and annual Pulse of Membership survey of Membership Managers nationally. See the latest trends in membership topics such as direct mail, social media, renewal rates and aquisition trends.TRANSCRIPT
PulseofMembershipYearEnd2012
1/31
26.90% 46
4.09% 7
7.60% 13
2.92% 5
15.20% 26
12.87% 22
28.07% 48
12.28% 21
Q1Whattypeoforganizationdoesyourmembershipserve?
Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
ArtMuseum
Association
BotanicalGarden
Conservation/Nature
Organization
HistoryMuseum
ScienceMuseum
ZooorAquarium
Other(pleasespecify)
ArtMuseum
Association
BotanicalGarden
Conservation/NatureOrganization
HistoryMuseum
ScienceMuseum
ZooorAquarium
Other(pleasespecify)
TotalRespondents:TotalRespondents:171171
AnswerChoices Responses
by Membership Consultants`
PulseofMembershipYearEnd2012
2/31
63.16% 108
18.13% 31
18.71% 32
Q2Comparingyeartodatemembershiptotalsattheendof
year2012toyeartodatemembershiptotalsattheendofyear2011,didyourmembership...
Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Increasefromtheprevious
year
Decreasefromtheprevious
year
Staythesame
Increasefromthepreviousyear
Decreasefromthepreviousyear
Staythesame
TotalRespondents:TotalRespondents:171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
3/31
74.85% 128
11.11% 19
14.04% 24
Q3Incomparingmembershiprevenuesyeartodateattheendofyear2012tomembershiprevenuesyeartodateattheendofyear2011,haveyourmembershiprevenues....
Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Increasedoverprevious
year's...
Decreasedfromprevious
year's...
Revenuesareaboutthe
samein20...
Increasedoverpreviousyear'srevenues
Decreasedfrompreviousyear'srevenues
Revenuesareaboutthesamein2012asin2011
TotalRespondents:TotalRespondents:171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
4/31
30.99% 53
17.54% 30
51.46% 88
Q4Comparingyourmembershipexpenditurebudgetfor2012tothepreviousyear'sbudget,hasyour
membershipbudget....Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Increasedoverthe
previous...
Decreasedfromthe
previous...
Stayedaboutthesameastheprevio...
Increasedoverthepreviousyear'sbudget
Decreasedfromthepreviousyear'sbudget
Stayedaboutthesameasthepreviousyear'sbudget
TotalRespondents:TotalRespondents:171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
5/31
33.92% 58
15.79% 27
41.52% 71
8.77% 15
Q5Isyour2013expenditurebudget....
Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Increasingoveryour
2012budget
Decreasingfromyour
2012budget
Stayingthesameasyour2012budget
2013budgetisnotyetapproved
Increasingoveryour2012budget
Decreasingfromyour2012budget
Stayingthesameasyour2012budget
2013budgetisnotyetapproved
TotalTotal 171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
6/31
59.06% 101
20.47% 35
20.47% 35
Q6Comparingnewmembersacquiredin2012tonewmembers
acquiredin2011haveyourmembershipacquisitionefforts...
Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Acquiredmorenewmembersin2012th...
Acquiredfewernew
membersin...
Acquiredaboutthe
samenumbe...
Acquiredmorenewmembersin2012thanin2011
Acquiredfewernewmembersin2012thanin2011
Acquiredaboutthesamenumberofnewmembersin2012and2011
TotalTotal 171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
7/31
85.38% 146
93.57% 160
12.28% 21
78.36% 134
49.71% 85
64.91% 111
23.98% 41
50.29% 86
9.94% 17
Q7MembershipAcquisition.Pleaseselectallofthemeansofacquiringmembersthatyourprogramutilizes.
Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
DirectMail
Onsitemembership
sales
MemberGetAMember
Campaigns
GiftMembership
Program
FacebookorsocialmediaCampaign
OnlineMembershipCampaigns
EmployeeIncentive
Campaigns
MembershipPromotionatEventsor...
Other(pleasespecify)
DirectMail
Onsitemembershipsales
MemberGetAMemberCampaigns
GiftMembershipProgram
FacebookorsocialmediaCampaign
OnlineMembershipCampaigns
EmployeeIncentiveCampaigns
MembershipPromotionatEventsorConferences
Other(pleasespecify)
TotalRespondents:TotalRespondents:171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
8/31
Q8PleaserateeachsourceofMemberAcquisitionthatyouusedin2012and2011andindicateifyourresultswerebetterthanlastyear,lessthanlastyear,oraboutthe
same.Answered:167 Skipped:4
0% 20% 40% 60% 80% 100%
DirectMail
OnsiteSales
MemberGetAMember
GiftMembership
Program
PromotionatEventsor
Conferences
Online,website
Socialordigitalmediapromotion
Othermethods
MoreSuccessful
AbouttheSame
LessSuccessful
DirectMail 43.92%65
43.24%64
12.84%19
148
OnsiteSales 60.78%93
30.07%46
9.15%14
153
MemberGetAMember
10.64%5
74.47%35
14.89%7
47
GiftMembershipProgram
38.41%53
55.07%76
6.52%9
138
PromotionatEventsorConferences
22%22
71%71
7.00%7
100
Online,website 58.11%86
37.84%56
4.05%6
148
MoreSuccessful AbouttheSame LessSuccessful Total
PulseofMembershipYearEnd2012
9/31
Socialordigitalmediapromotion
37.61%41
55.05%60
7.34%8 109
Othermethods 31.51%23
67.12%49
1.37%1 73
Comments(12)
PulseofMembershipYearEnd2012
10/31
42.11% 72
15.79% 27
42.11% 72
Q9Comparingmembershiprenewalratesin2012tothosein2011,
wouldyousaythatrenewalrates....Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Improvedin2012over
2011
Declinedin2012over
2011
Renewalrateswereaboutthesamei...
Improvedin2012over2011
Declinedin2012over2011
Renewalrateswereaboutthesamein2012asin2011
TotalTotal 171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
11/31
4.09% 7
9.94% 17
15.20% 26
14.04% 24
11.70% 20
12.28% 21
8.77% 15
7.02% 12
5.26% 9
4.09% 7
7.60% 13
Q10Whatisyourmembershiprenewalrate?
Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Over80%
75%to80%
70%to74%
65%to69%
60%to64%
55%to59%
50%to54%
45%to49%
40%to44%
Below40%
Don'tknowwhatthe
RenewalRa...
Over80%
75%to80%
70%to74%
65%to69%
60%to64%
55%to59%
50%to54%
45%to49%
40%to44%
Below40%
Don'tknowwhattheRenewalRateis
TotalTotal 171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
12/31
39.63% 65
60.37% 99
Q11InthepastseveralyearshaveyouutilizedoutsourceddiscountprogramssuchasGroupon,LivingSocialortheirequivalentsfor
membershippromotionalpurposes?Ifno,skiptoQuestion17.
Answered:164 Skipped:7
0% 20% 40% 60% 80% 100%
Yes
No
Yes
No
TotalTotal 164164
AnswerChoices Responses
PulseofMembershipYearEnd2012
13/31
17.65% 15
8.24% 7
10.59% 9
7.06% 6
5.88% 5
17.65% 15
32.94% 28
Q12Ifusedtosellmembershipsatdiscountedprices,whatwasyourrenewalrateforthediscounted
memberships?Answered:85 Skipped:86
0% 20% 40% 60% 80% 100%
lessthan5%
6%to9%
10%to14%
15%to19%
20%to25%
Higherthan25%
Notsure
lessthan5%
6%to9%
10%to14%
15%to19%
20%to25%
Higherthan25%
Notsure
TotalTotal 8585
AnswerChoices Responses
PulseofMembershipYearEnd2012
14/31
37.50% 33
62.50% 55
Q13Haveyourepeatedtheofferasecondtime?
Answered:88 Skipped:83
0% 20% 40% 60% 80% 100%
Yes
No
Yes
No
TotalTotal 8888
AnswerChoices Responses
PulseofMembershipYearEnd2012
15/31
44.94% 40
55.06% 49
Q14Willyouofferthesetypesofdiscountedoffersagaininthe
future?Answered:89 Skipped:82
0% 20% 40% 60% 80% 100%
Yes
No
Yes
No
TotalTotal 8989
AnswerChoices Responses
PulseofMembershipYearEnd2012
16/31
51.46% 53
48.54% 50
Q15Didotherdepartmentsusethesediscountprograms?
Answered:103 Skipped:68
0% 20% 40% 60% 80% 100%
Yes
No
Yes
No
TotalTotal 103103
AnswerChoices Responses
PulseofMembershipYearEnd2012
17/31
19.48% 15
2.60% 2
40.26% 31
37.66% 29
Q16Ifso,didtheirdiscountoffers(fortickets,freeadmission,etc.)effectmembershipinanyway?
Answered:77 Skipped:94
0% 20% 40% 60% 80% 100%
Yes,positively
Yes,negatively
No
Notsure
Yes,positively
Yes,negatively
No
Notsure
TotalTotal 7777
AnswerChoices Responses
PulseofMembershipYearEnd2012
18/31
93.57% 160
25.15% 43
76.61% 131
78.95% 135
30.41% 52
Q17Pleaseindicatethemethodsyourprogramutilizestodrive
membershiprenewals...Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
DirectMailletter
packages
DirectMailpostcards
onsiterenewals
phonesolicitations
DirectMailletterpackages
DirectMailpostcards
onsiterenewals
phonesolicitations
TotalRespondents:TotalRespondents:171171
Other(pleasespecify)Other(pleasespecify)((77))
AnswerChoices Responses
PulseofMembershipYearEnd2012
19/31
15.20% 26
12.87% 22
71.93% 123
Q18In2012,didstaffinglevelswithinthemembership
department...Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Increased
Decreased
Stayedthesame
Increased
Decreased
Stayedthesame
TotalTotal 171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
20/31
53.22% 91
15.79% 27
21.05% 36
9.94% 17
Q19Pleasedescribeyourorganization'svisitationorusage
patternsthisyear.Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Visitationorusagehasincreased
Visitationorusagehasdecreased
Visitationorusagehas
stayedthe...
Donotknowaboutourvisitation...
Visitationorusagehasincreased
Visitationorusagehasdecreased
Visitationorusagehasstayedthesame
Donotknowaboutourvisitationorusage
TotalTotal 171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
21/31
54.97% 94
8.19% 14
36.84% 63
Q20Inyourprofessionalopinion,comparinglastyeartothisyear,is
themembershipclimateAnswered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Improving
Deteriorating
Aboutthesameasalways
Improving
Deteriorating
Aboutthesameasalways
TotalTotal 171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
22/31
Q21HowisMembershippositionedinyourorganization?
Answered:160 Skipped:11
PulseofMembershipYearEnd2012
23/31
80% 124
78.71% 122
76.13% 118
38.71% 60
36.13% 56
23.23% 36
Q22DoesMembershipplanningoccurwithanddoyouhavethe
supportofthefollowingDepartments?(checkallthatapply)
Answered:155 Skipped:16
0% 20% 40% 60% 80% 100%
Marketing
Development
VisitorServices
Finance
Education/Outreach
Curatorial/Missionbased
efforts
Marketing
Development
VisitorServices
Finance
Education/Outreach
Curatorial/Missionbasedefforts
TotalRespondents:TotalRespondents:155155
Other(pleasespecify)Other(pleasespecify)((1414))
AnswerChoices Responses
PulseofMembershipYearEnd2012
24/31
48.54% 83
46.78% 80
76.61% 131
19.88% 34
2.34% 4
Q23In2013,areyouableto....(checkallthatapply)
Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Attendmembership/as
sociation...
AttendMembership/as
sociation...
Participateinwebinars
Couldnotattend
conferences
Other(pleasespecify)
Attendmembership/associationconferencesinothercities
AttendMembership/associationconferenceswithindrivingdistance
Participateinwebinars
Couldnotattendconferences
Other(pleasespecify)
TotalRespondents:TotalRespondents:171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
25/31
40.35% 69
64.91% 111
67.84% 116
40.94% 70
Q24Ifyouweretoparticipateinwebinarsrelatedtomembershiptopics,whattopicsareofgreatestinteresttoyou?(Checkallthat
apply)Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Membershipauditsandstrategic...
Membershipacquisition
Membershiprenewals
Directmailcampaigns
Onsitemembership
sales
Evaluatingmembershipbenefitsa...
Convertingmembersto
donors
Membershipandsocial
media
Membershipupgrade
campaigns
Membershipbenchmarkingandreporting
Monthlyandonlinegiving
programs
Budgetingandforecasting
Benchmarkingandindustrystandards:...
Annualgivingprograms
Notinterestedin
webinars
Membershipauditsandstrategicplanning
Membershipacquisition
Membershiprenewals
Directmailcampaigns
TotalRespondents:TotalRespondents:171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
26/31
47.95% 82
60.23% 103
47.37% 81
67.25% 115
59.65% 102
54.97% 94
37.43% 64
28.65% 49
53.80% 92
28.65% 49
2.92% 5
Onsitemembershipsales
Evaluatingmembershipbenefitsandduesstructures
Convertingmemberstodonors
Membershipandsocialmedia
Membershipupgradecampaigns
Membershipbenchmarkingandreporting
Monthlyandonlinegivingprograms
Budgetingandforecasting
Benchmarkingandindustrystandards:howdoesyourprogramstackup?
Annualgivingprograms
Notinterestedinwebinars
TotalRespondents:TotalRespondents:171171
PulseofMembershipYearEnd2012
27/31
32.75% 56
22.22% 38
18.13% 31
16.37% 28
10.53% 18
Q25Howmanymembersdoesyourorganizationhave?
Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
Under5,000
5,000to10,000
10,001to25,000
25,001to50,000
over50,000
Under5,000
5,000to10,000
10,001to25,000
25,001to50,000
over50,000
TotalTotal 171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
28/31
16.37% 28
6.43% 11
17.54% 30
14.04% 24
28.07% 48
10.53% 18
2.34% 4
1.17% 2
3.51% 6
Q26Whatisyourgeographiclocation?
Answered:171 Skipped:0
0% 20% 40% 60% 80% 100%
NortheasternUS
EastcoastUS
WestcoastUS
SoutheasternUS
MidwesternUS
SouthwesternUS
MountainStatesUS
National
International
NortheasternUS
EastcoastUS
WestcoastUS
SoutheasternUS
MidwesternUS
SouthwesternUS
MountainStatesUS
National
International
TotalTotal 171171
AnswerChoices Responses
PulseofMembershipYearEnd2012
29/31
35.50% 60
43.79% 74
17.16% 29
2.37% 4
1.18% 2
Q27Whatisyourprofessionaltitle?Answered:169 Skipped:2
0% 20% 40% 60% 80% 100%
DirectorofMembership
MembershipManager
MembershipCoordinator
MembershipAssociate
MembershipAssistant
DirectorofMembership
MembershipManager
MembershipCoordinator
MembershipAssociate
MembershipAssistant
TotalTotal 169169
AnswerChoices Responses
PulseofMembershipYearEnd2012
30/31
7.19% 12
14.37% 24
25.15% 42
26.95% 45
26.35% 44
Q28Howlonghaveyouservedinamembershipposition?
Answered:167 Skipped:4
0% 20% 40% 60% 80% 100%
Lessthan1year
1to2years
2to4years
5to10years
over10years
Lessthan1year
1to2years
2to4years
5to10years
over10years
TotalTotal 167167
AnswerChoices Responses
PulseofMembershipYearEnd2012
31/31
11.38% 19
23.35% 39
14.37% 24
13.77% 23
5.99% 10
10.18% 17
4.79% 8
4.19% 7
3.59% 6
0.60% 1
7.78% 13
Q29Whatisyourannualsalaryrange?
Answered:167 Skipped:4
0% 20% 40% 60% 80% 100%
Under$30,000
$30,000to$40,000
$40,001to$50,000
$50,001to$60,000
$60,001to$70,000
$70,001to$80,000
$80,001to$90,000
$90,001t$100,000
$100,001to$125,000
Over$125,000
Prefernottodisclose
Under$30,000
$30,000to$40,000
$40,001to$50,000
$50,001to$60,000
$60,001to$70,000
$70,001to$80,000
$80,001to$90,000
$90,001t$100,000
$100,001to$125,000
Over$125,000
Prefernottodisclose
TotalTotal 167167
AnswerChoices Responses