membership marketing benchmarking report: presented at the july alexandria brown bag luncheon
DESCRIPTION
The 2010 Membership Marketing Benchmarking Report presents the survey responses from over 400 associations on how they do membership marketing and their opinion on what works best. But beyond cataloging membership practices, this benchmarking report also takes these practices and cross tabulates them with the actual membership results associations are experiencing in new member acquisition, retention, and growth or decline in member counts. The comparison of practices and outcomes in membership provides strong directional information on what tactics and strategies might be added or dropped to help improve a membership program. The 2010 report marks the second year that Marketing General, Inc. (MGI) has surveyed associations on their membership practices.TRANSCRIPT
The 2010 Membership Marketing Benchmarking Report: How Does
Your Association Compare?
July Alexandria Brown Bag Presented by
Tony Rossell
The Research Framework
The Membership Lifecycle•Awareness
•Recruitment
•Engagement
•Renewal
•Reinstatement
Research Goals
1. Gain an understanding of the membership marketing practices of associations
2. Define what practices they believe are most effective
3. Understand through cross tabulation with renewal and growth rates what practices correlate with better outcomes
Research Methodology
1. Survey open from February 12, 2010 to March 8, 2010
2. 3,250 requests to participate
3. 12.5% response rate with 407 participating associations (one response per association)
4. Margin of error + / - 5% with a 95% confidence level
Free Download
Download a free copy of the full report at: www.MarketingGeneral.com
Top Questions
• What are the trends in your membership numbers (renewal, acquisition, total)?
• What is the best growth strategy (acquisition, retention, combination)?
• How would you define the goal of your association?
• Why don’t members renew? • Does social media help with growing
membership?
Comparison of 2009 to 2010 Reported New Member Acquisition
Change in Acquisition
Reported in 2009
Reported in 2010
Increase 49% 42%
No Change 22% 20%
Decreased 21% 26%
Not Sure 10% 12%
Comparison of 2009 to 2010 Reported Change in Renewal Rate
Change in Renewals
Reported in 2009
Reported in 2010
Increase 22% 21%
No Change 39% 27%
Decreased 31% 44%
Not Sure 9% 8%
Comparison of 2009 to 2010 Reported Change in Membership
Change in Total Memb.
Reported in 2009
Reported in 2010
Increase 45% 36%
No Change 16% 14%
Decreased 35% 47%
Not Sure 5% 3%
Membership Structure and Reported Organization Outcomes
0
10
20
30
40
50
60
% Increase % Same % Decrease
Individual
Trade
Both
Membership Renewal Rate by Association Member Size
Member Size and Renewal %
0 to 69%
70 to 79%
80 to 89%
Over 90%
Not Sure
Up to 1,000 13% 11% 44% 29% 2%
1,001 to 5,000 19% 29% 31% 17% 4%
5,001 to 20,000 17% 24% 39% 16% 4%
Over 20,000 23% 19% 47% 11% 0%
Membership Renewal Rate by Association Member Size
Comparison of 2010 to 2009 Reported Reason for Non-RenewalTOP Reason for Member Non-Renewal
Reported in 2010
Reported in 2009
Lack of Value 36% 20%
Empl Won’t Pay Dues 25% 22%
Too Expensive 11% 22%
Forgot Renewal 6% 11%
Lost Job 4% 3%
Retirement 4% 4%
What Strategy Leads to Membership Growth?
Proportion of Responders with Growth
Over 11% Growth in Five Years
Over 1% Growth in One
Year
Priority on Acquisition
38% 50%
Equal Priority 34% 43%
Priority on Retention
27% 39%
What Social Media is Officially Used by Your Association?
Social Media Percent Report as Used
Correlation with Member Growth
Facebook 75% +6%
Twitter 66% +6%
LinkedIn 59% -13%
YouTube 35% -3%
Listserve 31% -3%
Blog 30% +3%
Priv. Soc. Net 17% +28%
Wikis 13% +8%
No Soc. Media 8% -24%
Do You Offer the Following Renewal Options?
Special Renewal Options Offered
Percentage Offering Option
Correlation with 80% or Better
Renewals
Installment Renewal (Monthly)
46% +19%
Multi-Year 33% -83%
Renewal Bill-Me 28% +9%
Auto Annual Credit Card
22% +2%
Early Bird Discount
19% -6%
Annual EFT 10% +46%
Free Report Download
Download a free copy of the full report at: www.MarketingGeneral.com
Or Contact:Tony Rossell