Membership Marketing Benchmarking Report: Presented at the July Alexandria Brown Bag Luncheon

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
Gain an understanding of the membership marketing practices of associations
Define what practices they believe are most effective
Understand through cross tabulation with renewal and growth rates what practices correlate with better outcomes

Research Methodology
Survey open from February 12, 2010 to March 8, 2010
3,250 requests to participate
12.5% response rate with 407 participating associations (one response per association)
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 12% 10% Not Sure 26% 21% Decreased 20% 22% No Change 42% 49% Increase Reported in 2010 Reported in 2009 Change in Acquisition

Comparison of 2009 to 2010 Reported Change in Renewal Rate 8% 9% Not Sure 44% 31% Decreased 27% 39% No Change 21% 22% Increase Reported in 2010 Reported in 2009 Change in Renewals

Comparison of 2009 to 2010 Reported Change in Membership 3% 5% Not Sure 47% 35% Decreased 14% 16% No Change 36% 45% Increase Reported in 2010 Reported in 2009 Change in Total Memb.

Membership Structure and Reported Organization Outcomes

Membership Renewal Rate by Association Member Size Over 20,000 5,001 to 20,000 1,001 to 5,000 Up to 1,000 Member Size and Renewal % 0% 11% 47% 19% 23% 4% 16% 39% 24% 17% 4% 17% 31% 29% 19% 2% 29% 44% 11% 13% Not Sure Over 90% 80 to 89% 70 to 79% 0 to 69%

Membership Renewal Rate by Association Member Size

Comparison of 2010 to 2009 Reported Reason for Non-Renewal Reported in 2009 Reported in 2010 TOP Reason for Member Non-Renewal 4% 4% Retirement 3% 4% Lost Job 11% 6% Forgot Renewal 22% 11% Too Expensive 22% 25% Empl Won’t Pay Dues 20% 36% Lack of Value

What Strategy Leads to Membership Growth? 39% 27% Priority on Retention 43% 34% Equal Priority 50% 38% Priority on Acquisition Over 1% Growth in One Year Over 11% Growth in Five Years Proportion of Responders with Growth

What Social Media is Officially Used by Your Association? +8% 13% Wikis +28% 17% Priv. Soc. Net +3% 30% Blog -3% 31% Listserve +6% 75% Facebook -24% 8% No Soc. Media -3% 35% YouTube -13% 59% LinkedIn +6% 66% Twitter Correlation with Member Growth Percent Report as Used Social Media

Do You Offer the Following Renewal Options? +46% 10% Annual EFT -6% 19% Early Bird Discount +19% 46% Installment Renewal (Monthly) +2% 22% Auto Annual Credit Card +9% 28% Renewal Bill-Me -83% 33% Multi-Year Correlation with 80% or Better Renewals Percentage Offering Option Special Renewal Options Offered

Free Report Download
Download a free copy of the full report at: www.MarketingGeneral.com
Or Contact:
Tony Rossell
[email_address]

Membership Marketing Benchmarking Report: Presented at the July Alexandria Brown Bag Luncheon

by Marketing General, Inc. on Jul 12, 2010

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Membership Marketing Benchmarking Report: Presented at the July Alexandria Brown Bag Luncheon — Presentation Transcript