Pulse	of	Membership	Year	End	20121	/	3126.90% 464.09% 77.60% 132.92% 515.20% 2612.87% 2228.07% 4812.28% 21Q1	What	type	of	...
Pulse	of	Membership	Year	End	20122	/	3163.16% 10818.13% 3118.71% 32Q2	Comparing	year	to	datemembership	totals	at	the	end	o...
Pulse	of	Membership	Year	End	20123	/	3174.85% 12811.11% 1914.04% 24Q3	In	comparing	membershiprevenues	year	to	date	at	the	...
Pulse	of	Membership	Year	End	20124	/	3130.99% 5317.54% 3051.46% 88Q4	Comparing	your	membershipexpenditure	budget	for	2012	...
Pulse	of	Membership	Year	End	20125	/	3133.92% 5815.79% 2741.52% 718.77% 15Q5	Is	your	2013	expenditurebudget....Answered:	1...
Pulse	of	Membership	Year	End	20126	/	3159.06% 10120.47% 3520.47% 35Q6	Comparing	new	membersacquired	in	2012	to	new	members...
Pulse	of	Membership	Year	End	20127	/	3185.38% 14693.57% 16012.28% 2178.36% 13449.71% 8564.91% 11123.98% 4150.29% 869.94% 1...
Pulse	of	Membership	Year	End	20128	/	31Q8	Please	rate	each	source	ofMember	Acquisition	that	you	used	in2012	and	2011	and	i...
Pulse	of	Membership	Year	End	20129	/	31Social	or	digital	mediapromotion37.61%4155.05%607.34%8 109Other	methods 31.51%2367....
Pulse	of	Membership	Year	End	201210	/	3142.11% 7215.79% 2742.11% 72Q9	Comparing	membership	renewalrates	in	2012	to	those	i...
Pulse	of	Membership	Year	End	201211	/	314.09% 79.94% 1715.20% 2614.04% 2411.70% 2012.28% 218.77% 157.02% 125.26% 94.09% 77...
Pulse	of	Membership	Year	End	201212	/	3139.63% 6560.37% 99Q11	In	the	past	several	years	haveyou	utilized	outsourced	discou...
Pulse	of	Membership	Year	End	201213	/	3117.65% 158.24% 710.59% 97.06% 65.88% 517.65% 1532.94% 28Q12	If	used	to	sell	member...
Pulse	of	Membership	Year	End	201214	/	3137.50% 3362.50% 55Q13	Have	you	repeated	the	offer	asecond	time?Answered:	88	 Skipp...
Pulse	of	Membership	Year	End	201215	/	3144.94% 4055.06% 49Q14	Will	you	offer	these	types	ofdiscounted	offers	again	in	thef...
Pulse	of	Membership	Year	End	201216	/	3151.46% 5348.54% 50Q15	Did	other	departments	usethese	discount	programs?Answered:	1...
Pulse	of	Membership	Year	End	201217	/	3119.48% 152.60% 240.26% 3137.66% 29Q16	If	so,	did	their	discount	offers(for	tickets...
Pulse	of	Membership	Year	End	201218	/	3193.57% 16025.15% 4376.61% 13178.95% 13530.41% 52Q17	Please	indicate	the	methodsyou...
Pulse	of	Membership	Year	End	201219	/	3115.20% 2612.87% 2271.93% 123Q18	In	2012,	did	staffing	levelswithin	the	membershipd...
Pulse	of	Membership	Year	End	201220	/	3153.22% 9115.79% 2721.05% 369.94% 17Q19	Please	describe	yourorganizations	visitatio...
Pulse	of	Membership	Year	End	201221	/	3154.97% 948.19% 1436.84% 63Q20	In	your	professional	opinion,comparing	last	year	to	...
Pulse	of	Membership	Year	End	201222	/	31Q21	How	is	Membership	positionedin	your	organization?Answered:	160	 Skipped:	11
Pulse	of	Membership	Year	End	201223	/	3180% 12478.71% 12276.13% 11838.71% 6036.13% 5623.23% 36Q22	Does	Membership	planning...
Pulse	of	Membership	Year	End	201224	/	3148.54% 8346.78% 8076.61% 13119.88% 342.34% 4Q23	In	2013,	are	you	able	to....(check...
Pulse	of	Membership	Year	End	201225	/	3140.35% 6964.91% 11167.84% 11640.94% 70Q24	If	you	were	to	participate	inwebinars	re...
Pulse	of	Membership	Year	End	201226	/	3147.95% 8260.23% 10347.37% 8167.25% 11559.65% 10254.97% 9437.43% 6428.65% 4953.80% ...
Pulse	of	Membership	Year	End	201227	/	3132.75% 5622.22% 3818.13% 3116.37% 2810.53% 18Q25	How	many	members	does	yourorganiz...
Pulse	of	Membership	Year	End	201228	/	3116.37% 286.43% 1117.54% 3014.04% 2428.07% 4810.53% 182.34% 41.17% 23.51% 6Q26	What...
Pulse	of	Membership	Year	End	201229	/	3135.50% 6043.79% 7417.16% 292.37% 41.18% 2Q27	What	is	your	professional	title?Answe...
Pulse	of	Membership	Year	End	201230	/	317.19% 1214.37% 2425.15% 4226.95% 4526.35% 44Q28	How	long	have	you	served	in	amembe...
Pulse	of	Membership	Year	End	201231	/	3111.38% 1923.35% 3914.37% 2413.77% 235.99% 1010.18% 174.79% 84.19% 73.59% 60.60% 17...
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Membership Consultants' Pulse of Membership 2012 YE

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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.

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  1. 1. Pulse of Membership Year End 20121 / 3126.90% 464.09% 77.60% 132.92% 515.20% 2612.87% 2228.07% 4812.28% 21Q1 What type of organization doesyour membership serve?Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Art MuseumAssociationBotanicalGardenConservation/NatureOrganizationHistoryMuseumScienceMuseumZoo orAquariumOther (pleasespecify)Art MuseumAssociationBotanical GardenConservation/Nature OrganizationHistory MuseumScience MuseumZoo or AquariumOther (please specify)Total Respondents: Total Respondents: 171171Answer Choices Responsesby Membership Consultants`
  2. 2. Pulse of Membership Year End 20122 / 3163.16% 10818.13% 3118.71% 32Q2 Comparing year to datemembership totals at the end ofyear 2012 to year to datemembership totals at the end ofyear 2011, did your membership...Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Increase fromthe previousyearDecrease fromthe previousyearStay the sameIncrease from the previous yearDecrease from the previous yearStay the sameTotal Respondents: Total Respondents: 171171Answer Choices Responses
  3. 3. Pulse of Membership Year End 20123 / 3174.85% 12811.11% 1914.04% 24Q3 In comparing membershiprevenues year to date at the end ofyear 2012 to membership revenuesyear to date at the end of year 2011,have your membership revenues....Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Increasedover previousyears...Decreasedfrom previousyears...Revenues areabout thesame in 20...Increased over previous years revenuesDecreased from previous years revenuesRevenues are about the same in 2012 as in 2011Total Respondents: Total Respondents: 171171Answer Choices Responses
  4. 4. Pulse of Membership Year End 20124 / 3130.99% 5317.54% 3051.46% 88Q4 Comparing your membershipexpenditure budget for 2012 to theprevious years budget, has yourmembership budget....Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Increasedover theprevious...Decreasedfrom theprevious...Stayed aboutthe same asthe previo...Increased over the previous years budgetDecreased from the previous years budgetStayed about the same as the previous years budgetTotal Respondents: Total Respondents: 171171Answer Choices Responses
  5. 5. Pulse of Membership Year End 20125 / 3133.92% 5815.79% 2741.52% 718.77% 15Q5 Is your 2013 expenditurebudget....Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Increasingover your2012 budgetDecreasingfrom your2012 budgetStaying thesame as your2012 budget2013 budgetis not yetapprovedIncreasing over your 2012 budgetDecreasing from your 2012 budgetStaying the same as your 2012 budget2013 budget is not yet approvedTotalTotal 171171Answer Choices Responses
  6. 6. Pulse of Membership Year End 20126 / 3159.06% 10120.47% 3520.47% 35Q6 Comparing new membersacquired in 2012 to new membersacquired in 2011 have yourmembership acquisition efforts...Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Acquired morenew membersin 2012 th...Acquiredfewer newmembers in...Acquiredabout thesame numbe...Acquired more new members in 2012 than in 2011Acquired fewer new members in 2012 than in 2011Acquired about the same number of new members in 2012and 2011TotalTotal 171171Answer Choices Responses
  7. 7. Pulse of Membership Year End 20127 / 3185.38% 14693.57% 16012.28% 2178.36% 13449.71% 8564.91% 11123.98% 4150.29% 869.94% 17Q7 Membership Acquisition. Pleaseselect all of the means of acquiringmembers that your program utilizes.Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Direct MailOn sitemembershipsalesMember Get AMemberCampaignsGiftMembershipProgramFacebook orsocial mediaCampaignOnlineMembershipCampaignsEmployeeIncentiveCampaignsMembershipPromotion atEvents or...Other (pleasespecify)Direct MailOn site membership salesMember Get A Member CampaignsGift Membership ProgramFacebook or social media CampaignOnline Membership CampaignsEmployee Incentive CampaignsMembership Promotion at Events or ConferencesOther (please specify)Total Respondents: Total Respondents: 171171Answer Choices Responses
  8. 8. Pulse of Membership Year End 20128 / 31Q8 Please rate each source ofMember Acquisition that you used in2012 and 2011 and indicate if yourresults were better than last year,less than last year, or about thesame.Answered: 167 Skipped: 40% 20% 40% 60% 80% 100%Direct MailOn site SalesMember Get AMemberGiftMembershipProgramPromotion atEvents orConferencesOnline,websiteSocial ordigital mediapromotionOther methodsMoreSuccessfulAbout theSameLessSuccessfulDirect Mail 43.92%6543.24%6412.84%19 148On site Sales 60.78%9330.07%469.15%14 153Member Get AMember10.64%574.47%3514.89%7 47Gift MembershipProgram38.41%5355.07%766.52%9 138Promotion at Eventsor Conferences22%2271%717.00%7 100Online, website 58.11%8637.84%564.05%6 148 More Successful About the Same Less Successful Total
  9. 9. Pulse of Membership Year End 20129 / 31Social or digital mediapromotion37.61%4155.05%607.34%8 109Other methods 31.51%2367.12%491.37%1 73Comments ( 12 )
  10. 10. Pulse of Membership Year End 201210 / 3142.11% 7215.79% 2742.11% 72Q9 Comparing membership renewalrates in 2012 to those in 2011,would you say that renewal rates....Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Improved in2012 over2011Declined in2012 over2011Renewal rateswere aboutthe same i...Improved in 2012 over 2011Declined in 2012 over 2011Renewal rates were about the same in 2012 as in 2011TotalTotal 171171Answer Choices Responses
  11. 11. Pulse of Membership Year End 201211 / 314.09% 79.94% 1715.20% 2614.04% 2411.70% 2012.28% 218.77% 157.02% 125.26% 94.09% 77.60% 13Q10 What is your membershiprenewal rate?Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Over 80%75% to 80%70% to 74%65% to 69%60% to 64%55% to 59%50% to 54%45% to 49%40% to 44%Below 40%Dont knowwhat theRenewal Ra...Over 80%75% to 80%70% to 74%65% to 69%60% to 64%55% to 59%50% to 54%45% to 49%40% to 44%Below 40%Dont know what the Renewal Rate isTotalTotal 171171Answer Choices Responses
  12. 12. Pulse of Membership Year End 201212 / 3139.63% 6560.37% 99Q11 In the past several years haveyou utilized outsourced discountprograms such as Groupon, LivingSocial or their equivalents formembership promotional purposes?If no, skip to Question 17.Answered: 164 Skipped: 70% 20% 40% 60% 80% 100%YesNoYesNoTotalTotal 164164Answer Choices Responses
  13. 13. Pulse of Membership Year End 201213 / 3117.65% 158.24% 710.59% 97.06% 65.88% 517.65% 1532.94% 28Q12 If used to sell memberships atdiscounted prices, what was yourrenewal rate for the discountedmemberships?Answered: 85 Skipped: 860% 20% 40% 60% 80% 100%less than 5%6% to 9%10% to 14%15% to 19%20% to 25%Higher than25%Not sureless than 5%6% to 9%10% to 14%15% to 19%20% to 25%Higher than 25%Not sureTotalTotal 8585Answer Choices Responses
  14. 14. Pulse of Membership Year End 201214 / 3137.50% 3362.50% 55Q13 Have you repeated the offer asecond time?Answered: 88 Skipped: 830% 20% 40% 60% 80% 100%YesNoYesNoTotalTotal 8888Answer Choices Responses
  15. 15. Pulse of Membership Year End 201215 / 3144.94% 4055.06% 49Q14 Will you offer these types ofdiscounted offers again in thefuture?Answered: 89 Skipped: 820% 20% 40% 60% 80% 100%YesNoYesNoTotalTotal 8989Answer Choices Responses
  16. 16. Pulse of Membership Year End 201216 / 3151.46% 5348.54% 50Q15 Did other departments usethese discount programs?Answered: 103 Skipped: 680% 20% 40% 60% 80% 100%YesNoYesNoTotalTotal 103103Answer Choices Responses
  17. 17. Pulse of Membership Year End 201217 / 3119.48% 152.60% 240.26% 3137.66% 29Q16 If so, did their discount offers(for tickets, free admission, etc.)effect membership in any way?Answered: 77 Skipped: 940% 20% 40% 60% 80% 100%Yes,positivelyYes,negativelyNoNot sureYes, positivelyYes, negativelyNoNot sureTotalTotal 7777Answer Choices Responses
  18. 18. Pulse of Membership Year End 201218 / 3193.57% 16025.15% 4376.61% 13178.95% 13530.41% 52Q17 Please indicate the methodsyour program utilizes to drivemembership renewals...Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Direct MailletterpackagesDirect Mailpostcardsemailon siterenewalsphonesolicitationsDirect Mail letter packagesDirect Mail postcardsemailon site renewalsphone solicitationsTotal Respondents: Total Respondents: 171171Other (please specify) Other (please specify) (( 7 7 ))Answer Choices Responses
  19. 19. Pulse of Membership Year End 201219 / 3115.20% 2612.87% 2271.93% 123Q18 In 2012, did staffing levelswithin the membershipdepartment...Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%IncreasedDecreasedStayed thesameIncreasedDecreasedStayed the sameTotalTotal 171171Answer Choices Responses
  20. 20. Pulse of Membership Year End 201220 / 3153.22% 9115.79% 2721.05% 369.94% 17Q19 Please describe yourorganizations visitation or usagepatterns this year.Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Visitation orusage hasincreasedVisitation orusage hasdecreasedVisitation orusage hasstayed the...Do not knowabout ourvisitation...Visitation or usage has increasedVisitation or usage has decreasedVisitation or usage has stayed the sameDo not know about our visitation or usageTotalTotal 171171Answer Choices Responses
  21. 21. Pulse of Membership Year End 201221 / 3154.97% 948.19% 1436.84% 63Q20 In your professional opinion,comparing last year to this year, isthe membership climateAnswered: 171 Skipped: 00% 20% 40% 60% 80% 100%ImprovingDeterioratingAbout thesame asalwaysImprovingDeterioratingAbout the same as alwaysTotalTotal 171171Answer Choices Responses
  22. 22. Pulse of Membership Year End 201222 / 31Q21 How is Membership positionedin your organization?Answered: 160 Skipped: 11
  23. 23. Pulse of Membership Year End 201223 / 3180% 12478.71% 12276.13% 11838.71% 6036.13% 5623.23% 36Q22 Does Membership planningoccur with and do you have thesupport of the followingDepartments? (check all that apply)Answered: 155 Skipped: 160% 20% 40% 60% 80% 100%MarketingDevelopmentVisitorServicesFinanceEducation/OutreachCuratorial/Mission basedeffortsMarketingDevelopmentVisitor ServicesFinanceEducation/OutreachCuratorial/Mission based effortsTotal Respondents: Total Respondents: 155155Other (please specify) Other (please specify) (( 14 14 ))Answer Choices Responses
  24. 24. Pulse of Membership Year End 201224 / 3148.54% 8346.78% 8076.61% 13119.88% 342.34% 4Q23 In 2013, are you able to....(check all that apply)Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Attendmembership/association...AttendMembership/association...Participatein webinarsCould notattendconferencesOther (pleasespecify)Attend membership/association conferences in other citiesAttend Membership/association conferences within drivingdistanceParticipate in webinarsCould not attend conferencesOther (please specify)Total Respondents: Total Respondents: 171171Answer Choices Responses
  25. 25. Pulse of Membership Year End 201225 / 3140.35% 6964.91% 11167.84% 11640.94% 70Q24 If you were to participate inwebinars related to membershiptopics, what topics are of greatestinterest to you? (Check all thatapply)Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Membershipaudits andstrategic...MembershipacquisitionMembershiprenewalsDirect mailcampaignsOn sitemembershipsalesEvaluatingmembershipbenefits a...Convertingmembers todonorsMembershipand socialmediaMembershipupgradecampaignsMembershipbenchmarkingand reportingMonthly andonline givingprogramsBudgeting andforecastingBenchmarkingand industrystandards:...Annual givingprogramsNotinterested inwebinarsMembership audits and strategic planningMembership acquisitionMembership renewalsDirect mail campaignsTotal Respondents: Total Respondents: 171171Answer Choices Responses
  26. 26. Pulse of Membership Year End 201226 / 3147.95% 8260.23% 10347.37% 8167.25% 11559.65% 10254.97% 9437.43% 6428.65% 4953.80% 9228.65% 492.92% 5On site membership salesEvaluating membership benefits and dues structuresConverting members to donorsMembership and social mediaMembership upgrade campaignsMembership benchmarking and reportingMonthly and online giving programsBudgeting and forecastingBenchmarking and industry standards: how does yourprogram stack up?Annual giving programsNot interested in webinarsTotal Respondents: Total Respondents: 171171
  27. 27. Pulse of Membership Year End 201227 / 3132.75% 5622.22% 3818.13% 3116.37% 2810.53% 18Q25 How many members does yourorganization have?Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%Under 5,0005,000 to10,00010,001 to25,00025,001 to50,000over 50,000Under 5,0005,000 to 10,00010,001 to 25,00025,001 to 50,000over 50,000TotalTotal 171171Answer Choices Responses
  28. 28. Pulse of Membership Year End 201228 / 3116.37% 286.43% 1117.54% 3014.04% 2428.07% 4810.53% 182.34% 41.17% 23.51% 6Q26 What is your geographiclocation?Answered: 171 Skipped: 00% 20% 40% 60% 80% 100%NortheasternUSEast coast USWest coast USSoutheasternUSMidwestern USSouthwesternUSMountainStates USNationalInternationalNortheastern USEast coast USWest coast USSoutheastern USMidwestern USSouthwestern USMountain States USNationalInternationalTotalTotal 171171Answer Choices Responses
  29. 29. Pulse of Membership Year End 201229 / 3135.50% 6043.79% 7417.16% 292.37% 41.18% 2Q27 What is your professional title?Answered: 169 Skipped: 20% 20% 40% 60% 80% 100%Director ofMembershipMembershipManagerMembershipCoordinatorMembershipAssociateMembershipAssistantDirector of MembershipMembership ManagerMembership CoordinatorMembership AssociateMembership AssistantTotalTotal 169169Answer Choices Responses
  30. 30. Pulse of Membership Year End 201230 / 317.19% 1214.37% 2425.15% 4226.95% 4526.35% 44Q28 How long have you served in amembership position?Answered: 167 Skipped: 40% 20% 40% 60% 80% 100%Less than 1year1 to 2 years2 to 4 years5 to 10 yearsover 10 yearsLess than 1 year1 to 2 years2 to 4 years5 to 10 yearsover 10 yearsTotalTotal 167167Answer Choices Responses
  31. 31. Pulse of Membership Year End 201231 / 3111.38% 1923.35% 3914.37% 2413.77% 235.99% 1010.18% 174.79% 84.19% 73.59% 60.60% 17.78% 13Q29 What is your annual salaryrange?Answered: 167 Skipped: 40% 20% 40% 60% 80% 100%Under $30,000$30,000 to$40,000$40,001 to$50,000$50,001 to$60,000$60,001 to$70,000$70,001 to$80,000$80,001 to$90,000$90,001 t$100,000$100,001 to$125,000Over $125,000Prefer not todiscloseUnder $30,000$30,000 to $40,000$40,001 to $50,000$50,001 to $60,000$60,001 to $70,000$70,001 to $80,000$80,001 to $90,000$90,001 t $100,000$100,001 to $125,000Over $125,000Prefer not to discloseTotalTotal 167167Answer Choices Responses

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