Membership survey 2010
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Membership survey 2010

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A survey of Zoo and Aquarium Membership Managers conducted in 2010 for the annual AZA Conference

A survey of Zoo and Aquarium Membership Managers conducted in 2010 for the annual AZA Conference

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Membership survey 2010 Membership survey 2010 Document Transcript

  • 2010 AZA Trends Session Membership Survey 1. Do you represent a Do you represent a Response Zoo Aquarium Totals 100.0% 0.0% 85.7% Zoo (48) (0) (48) 0.0% 100.0% 14.3% Aquarium (0) (8) (8) 0.0% 0.0% 0.0% Other (0) (0) (0) Other (please specify) 0 replies 0 replies 0 answered question 48 8 56 skipped question 0 2. How many members do you have? Do you represent a Response Zoo Aquarium Count 48 replies 8 replies 56 answered question 48 8 56 skipped question 0 1 of 28
  • 3. What is your renewal rate? Do you represent a Response Zoo Aquarium Totals 2.1% 0.0% 1.8% >80% (1) (0) (1) 6.3% 0.0% 5.4% 75% to 80% (3) (0) (3) 8.3% 0.0% 7.1% 70% to 74% (4) (0) (4) 25.0% 12.5% 23.2% 65% to 69% (12) (1) (13) 10.4% 12.5% 10.7% 60% to 64% (5) (1) (6) 14.6% 0.0% 12.5% 55% to 59% (7) (0) (7) 14.6% 25.0% 16.1% 50% to 54% (7) (2) (9) 2.1% 25.0% 5.4% 45% to 49% (1) (2) (3) 4.2% 12.5% 5.4% 40% to 44% (2) (1) (3) 0.0% 12.5% 1.8% <40% (0) (1) (1) 12.5% 0.0% 10.7% Don't Know (6) (0) (6) answered question 48 8 56 skipped question 0 2 of 28
  • 4. Has that renewal rate… Do you represent a Response Zoo Aquarium Totals 20.9% 37.5% 23.5% increased since last year? (9) (3) (12) 30.2% 50.0% 33.3% decreased since last year? (13) (4) (17) 48.8% 12.5% 43.1% stayed the same? (21) (1) (22) answered question 43 8 51 skipped question 5 5. How do you calculate your renewal rate? Do you represent a Response Zoo Aquarium Totals 39.5% 57.1% 42.2% at month’s end (15) (4) (19) 18.4% 14.3% 17.8% 30 days after close of month (7) (1) (8) 42.1% 28.6% 40.0% 60 days after close of month (16) (2) (18) answered question 38 7 45 skipped question 11 3 of 28
  • 6. What tools do you use in your renewal program? (check all that apply) Do you represent a Response Zoo Aquarium Totals 91.3% 100.0% 92.5% Direct mail letter packages (42) (7) (49) 60.9% 85.7% 64.2% eMail (28) (6) (34) 23.9% 57.1% 28.3% Postcards (11) (4) (15) 19.6% 28.6% 20.8% Phone or telemarketing (9) (2) (11) 82.6% 100.0% 84.9% On-site renewal sales (38) (7) (45) 10.9% 0.0% 9.4% Social media (5) (0) (5) 0.0% 0.0% 0.0% Text messages (0) (0) (0) answered question 46 7 53 skipped question 3 4 of 28
  • 7. How many new members do you acquire on an annual basis? Do you represent a Response Zoo Aquarium Totals 10.4% 12.5% 10.7% < 500 Members (5) (1) (6) 4.2% 12.5% 5.4% 501 - 1000 Members (2) (1) (3) 16.7% 12.5% 16.1% 1001- 2500 Members (8) (1) (9) 14.6% 25.0% 16.1% 2501-5000 Members (7) (2) (9) 10.4% 0.0% 8.9% 5001-7500 Members (5) (0) (5) 16.7% 12.5% 16.1% 7501-10000 Members (8) (1) (9) 12.5% 25.0% 14.3% more than 10000 Members (6) (2) (8) 14.6% 0.0% 12.5% Don't Know (7) (0) (7) answered question 48 8 56 skipped question 0 5 of 28
  • 8. What means do you use to acquire new members and what percentage of new members does each of the following sources provide for your membership program? Do you represent a Response Zoo Aquarium Totals Direct mail letter packages 31.6% 28.6% Do not use (12) (2) 21.1% 28.6% 5-10% (8) (2) 13.2% 28.6% 10-25% (5) (2) 26.3% 14.3% 25-50% (10) (1) more than 7.9% 0.0% 50% (3) (0) 38 7 45 Direct mail self mailers 84.4% 66.7% Do not use (27) (4) 12.5% 33.3% 5-10% (4) (2) 3.1% 0.0% 10-25% (1) (0) 0.0% 0.0% 25-50% (0) (0) more than 0.0% 0.0% 50% (0) (0) 32 6 38 Direct mail postcards 87.5% 57.1% Do not use (28) (4) 9.4% 0.0% 5-10% (3) (0) 3.1% 42.9% 10-25% (1) (3) 6 of 28
  • 0.0% 0.0% 25-50% (0) (0) more than 0.0% 0.0% 50% (0) (0) 32 7 39 eMail 63.6% 16.7% Do not use (21) (1) 36.4% 33.3% 5-10% (12) (2) 0.0% 50.0% 10-25% (0) (3) 0.0% 0.0% 25-50% (0) (0) more than 0.0% 0.0% 50% (0) (0) 33 6 39 Website 8.1% 0.0% Do not use (3) (0) 37.8% 16.7% 5-10% (14) (1) 27.0% 66.7% 10-25% (10) (4) 21.6% 16.7% 25-50% (8) (1) more than 5.4% 0.0% 50% (2) (0) 37 6 43 On site membership sales 0.0% 0.0% Do not use (0) (0) 0.0% 0.0% 5-10% (0) (0) 18.6% 42.9% 10-25% (8) (3) 37.2% 42.9% 25-50% (16) (3) 7 of 28
  • more than 44.2% 14.3% 50% (19) (1) 43 7 50 Phone or telemarketing 87.5% 100.0% Do not use (28) (6) 12.5% 0.0% 5-10% (4) (0) 0.0% 0.0% 10-25% (0) (0) 0.0% 0.0% 25-50% (0) (0) more than 0.0% 0.0% 50% (0) (0) 32 6 38 Gift membership programs 15.8% 20.0% Do not use (6) (1) 71.1% 80.0% 5-10% (27) (4) 10.5% 0.0% 10-25% (4) (0) 0.0% 0.0% 25-50% (0) (0) more than 2.6% 0.0% 50% (1) (0) 38 5 43 Member-get-a-member or referral 80.6% 100.0% Do not use programs (25) (6) 19.4% 0.0% 5-10% (6) (0) 0.0% 0.0% 10-25% (0) (0) 0.0% 0.0% 25-50% (0) (0) 8 of 28
  • more than 0.0% 0.0% 50% (0) (0) 31 6 37 Special promotions 39.4% 16.7% Do not use (13) (1) 36.4% 66.7% 5-10% (12) (4) 12.1% 16.7% 10-25% (4) (1) 12.1% 0.0% 25-50% (4) (0) more than 0.0% 0.0% 50% (0) (0) 33 6 39 answered question 45 7 52 skipped question 4 9. If you use direct mail campaigns, how many pieces do you mail annually? Do you represent a Response Zoo Aquarium Totals 20.9% 28.6% 22.0% < 50,000 pieces (9) (2) (11) 7.0% 14.3% 8.0% 50,000 to 100,000 pieces (3) (1) (4) 16.3% 0.0% 14.0% 100,001 to 200,000 pieces (7) (0) (7) 27.9% 42.9% 30.0% more than 200,000 pieces (12) (3) (15) 27.9% 14.3% 26.0% we do not currently use direct mail (12) (1) (13) answered question 43 7 50 skipped question 6 9 of 28
  • 10. What is your most recent direct mail response rate? Do you represent a Response Zoo Aquarium Totals 4.7% 14.3% 6.0% <.5% (2) (1) (3) 11.6% 57.1% 18.0% .51% to 1.0% (5) (4) (9) 20.9% 0.0% 18.0% 1.01 to 1.50% (9) (0) (9) 23.3% 14.3% 22.0% 1.51% to 2.0% (10) (1) (11) 11.6% 0.0% 10.0% 2.01% to 3.0% (5) (0) (5) 2.3% 0.0% 2.0% more than 3.0% (1) (0) (1) 25.6% 14.3% 24.0% n/a (11) (1) (12) answered question 43 7 50 skipped question 6 10 of 28
  • 11. Has your direct mail response rate this year… Do you represent a Response Zoo Aquarium Totals 34.9% 0.0% 30.0% increased since your last campaign? (15) (0) (15) 11.6% 28.6% 14.0% decreased since your last campaign? (5) (2) (7) 20.9% 57.1% 26.0% stayed the same (9) (4) (13) 32.6% 14.3% 30.0% n/a (14) (1) (15) answered question 43 7 50 skipped question 6 12. When mailing to new member prospects do you mail to... (check all that apply) Do you represent a Response Zoo Aquarium Totals 94.4% 83.3% 92.9% lapsed members (34) (5) (39) 61.1% 50.0% 59.5% in house prospects (22) (3) (25) 38.9% 50.0% 40.5% trade names from other membership organizations (14) (3) (17) 80.6% 66.7% 78.6% rental lists (29) (4) (33) answered question 36 6 42 skipped question 14 11 of 28
  • 13. How many direct mail acquisition campaigns do you do annually? Do you represent a Response Zoo Aquarium Totals 27.9% 14.3% 26.0% 0 (12) (1) (13) 37.2% 14.3% 34.0% 1 (16) (1) (17) 27.9% 28.6% 28.0% 2 (12) (2) (14) 4.7% 14.3% 6.0% 3 (2) (1) (3) 2.3% 28.6% 6.0% 4 or more (1) (2) (3) answered question 43 7 50 skipped question 6 14. Do you perform these campaigns…. Do you represent a Response Zoo Aquarium Totals 60.5% 57.1% 60.0% using an outside vendor (26) (4) (30) 14.0% 28.6% 16.0% in-house (6) (2) (8) 25.6% 14.3% 24.0% n/a (11) (1) (12) answered question 43 7 50 skipped question 6 12 of 28
  • 15. If you do email campaigns do you email to: (check all that apply) Do you represent a Response Zoo Aquarium Totals 45.0% 57.1% 46.8% lapsed members (18) (4) (22) 30.0% 71.4% 36.2% in house prospects (12) (5) (17) 2.5% 0.0% 2.1% trade names from other membership organizations (1) (0) (1) 7.5% 0.0% 6.4% rental lists (3) (0) (3) 50.0% 14.3% 44.7% n/a (20) (1) (21) answered question 40 7 47 skipped question 9 13 of 28
  • 16. If you use on-site sales to acquire new members, what is your on-site conversion rate? (# of memberships/annual attendance) Do you represent a Response Zoo Aquarium Totals 6.7% 0.0% 5.8% <.5% (3) (0) (3) 13.3% 28.6% 15.4% .5% - 1% (6) (2) (8) 11.1% 28.6% 13.5% 1.01% - 2% (5) (2) (7) 17.8% 0.0% 15.4% 2.01% - 3% (8) (0) (8) 2.2% 0.0% 1.9% 3.01% - 4% (1) (0) (1) 6.7% 14.3% 7.7% more than 4% (3) (1) (4) 42.2% 28.6% 40.4% Don't Know (19) (2) (21) answered question 45 7 52 skipped question 4 17. What attendance figure do you use to calculate this rate? Do you represent a Response Zoo Aquarium Totals 73.3% 50.0% 70.6% Total attendance (22) (2) (24) 26.7% 50.0% 29.4% Total paid attendance (excluding groups) (8) (2) (10) answered question 30 4 34 skipped question 22 14 of 28
  • 18. What is your total attendance for the most recent full year? Do you represent a Response Zoo Aquarium Totals 6.3% 0.0% 5.4% <100,000 (3) (0) (3) 14.6% 0.0% 12.5% 100,000 to 250,000 (7) (0) (7) 16.7% 12.5% 16.1% 250,001 – 500,000 (8) (1) (9) 22.9% 50.0% 26.8% 500,001 – 1,000,000 (11) (4) (15) 29.2% 37.5% 30.4% 1,000,000 – 2,000,000 (14) (3) (17) 6.3% 0.0% 5.4% more than 2 million (3) (0) (3) 4.2% 0.0% 3.6% Don't Know (2) (0) (2) answered question 48 8 56 skipped question 0 15 of 28
  • 19. Has your attendance from the prior full year... Do you represent a Response Zoo Aquarium Totals 47.8% 57.1% 49.1% Increased (22) (4) (26) 37.0% 42.9% 37.7% Decreased (17) (3) (20) 15.2% 0.0% 13.2% Stayed the same (7) (0) (7) answered question 46 7 53 skipped question 3 16 of 28
  • 20. What is your membership total for the most recent full year? Do you represent a Response Zoo Aquarium Totals 10.4% 0.0% 8.9% <2500 (5) (0) (5) 12.5% 0.0% 10.7% 2500 - 5000 (6) (0) (6) 6.3% 25.0% 8.9% 5,000 – 10,000 (3) (2) (5) 25.0% 37.5% 26.8% 10,001 to 20,000 (12) (3) (15) 10.4% 12.5% 10.7% 20,001 - 30,000 (5) (1) (6) 6.3% 12.5% 7.1% 30,001 – 40,000 (3) (1) (4) 25.0% 12.5% 23.2% more than 40,000 (12) (1) (13) 4.2% 0.0% 3.6% Don't Know (2) (0) (2) answered question 48 8 56 skipped question 0 17 of 28
  • 21. Has your total membership from the prior full year... Do you represent a Response Zoo Aquarium Totals 58.7% 57.1% 58.5% Increased (27) (4) (31) 19.6% 42.9% 22.6% Decreased (9) (3) (12) 21.7% 0.0% 18.9% Stayed the same (10) (0) (10) answered question 46 7 53 skipped question 3 18 of 28
  • 22. What is you total institutional annual budget? Do you represent a Response Zoo Aquarium Totals 2.2% 0.0% 1.9% <$250,000 (1) (0) (1) 2.2% 0.0% 1.9% $250,000 - $500,000 (1) (0) (1) 4.3% 0.0% 3.8% $500,001 - $1,000,000 (2) (0) (2) 6.5% 0.0% 5.7% $1,000,001 - $2,000,000 (3) (0) (3) 15.2% 0.0% 13.2% $2,000,001 - $5,000,000 (7) (0) (7) 21.7% 28.6% 22.6% $5,000,001 to $10,000,000 (10) (2) (12) 8.7% 0.0% 7.5% $10,000,001 to $20,000,000 (4) (0) (4) 8.7% 14.3% 9.4% $20,000,001 to $35,000,000 (4) (1) (5) 4.3% 14.3% 5.7% >$35,000,000 (2) (1) (3) 13.0% 14.3% 13.2% Don't Know (6) (1) (7) answered question 46 7 53 skipped question 3 19 of 28
  • 23. What is your total annual membership revenue budget? Do you represent a Response Zoo Aquarium Totals 20.8% 0.0% 17.9% <$250,000 (10) (0) (10) 0.0% 12.5% 1.8% $250,000 - $500,000 (0) (1) (1) 12.5% 25.0% 14.3% $500,001 - $1,000,000 (6) (2) (8) 31.3% 12.5% 28.6% $1,000,001 - $2,000,000 (15) (1) (16) 16.7% 12.5% 16.1% $2,000,001 - $4,000,000 (8) (1) (9) 12.5% 25.0% 14.3% more than $4 million (6) (2) (8) 6.3% 12.5% 7.1% Don't Know (3) (1) (4) answered question 48 8 56 skipped question 0 20 of 28
  • 24. What is your total annual membership expenditure budget? Do you represent a Response Zoo Aquarium Totals 58.1% 57.1% 58.0% <$250,000 (25) (4) (29) 14.0% 28.6% 16.0% $250,000 - $500,000 (6) (2) (8) 16.3% 0.0% 14.0% $500,001 - $1,000,000 (7) (0) (7) 7.0% 14.3% 8.0% $1,000,001 - $2,000,000 (3) (1) (4) 4.7% 0.0% 4.0% $2,000,001 - $4,000,000 (2) (0) (2) 0.0% 0.0% 0.0% more than $4 million (0) (0) (0) answered question 43 7 50 skipped question 6 25. Does your Zoo or Aquarium have special traveling exhibits or attractions? Do you represent a Response Zoo Aquarium Totals 39.1% 57.1% 41.5% Yes (18) (4) (22) 60.9% 42.9% 58.5% No (28) (3) (31) answered question 46 7 53 skipped question 3 21 of 28
  • 26. If so, do they help drive membership? Do you represent a Response Zoo Aquarium Totals 25.0% 42.9% 27.5% Yes (11) (3) (14) 13.6% 14.3% 13.7% No (6) (1) (7) 61.4% 42.9% 58.8% n/a (27) (3) (30) answered question 44 7 51 skipped question 5 22 of 28
  • 27. What is the average number of visits by each Member(ship) per year? Do you represent a Response Zoo Aquarium Totals 0.0% 0.0% 0.0% 0 (0) (0) (0) 0.0% 0.0% 0.0% 1 (0) (0) (0) 8.7% 71.4% 17.0% 2 (4) (5) (9) 21.7% 14.3% 20.8% 3 (10) (1) (11) 8.7% 0.0% 7.5% 4 (4) (0) (4) 6.5% 0.0% 5.7% 5 or more (3) (0) (3) 54.3% 14.3% 49.1% Unable to calculate (25) (1) (26) answered question 46 7 53 skipped question 3 28. Do you sell your extra programs (e.g. train rides, behind-the-scenes tours) at your zoo or aquarium? Do you represent a Response Zoo Aquarium Totals 80.4% 100.0% 83.0% Yes (37) (7) (44) 19.6% 0.0% 17.0% No (9) (0) (9) answered question 46 7 53 skipped question 3 23 of 28
  • 29. If so, do you... Do you represent a Response Zoo Aquarium Totals 7.1% 14.3% 8.2% offer to members for free (3) (1) (4) 54.8% 71.4% 57.1% discount cost to Members (23) (5) (28) 23.8% 14.3% 22.4% charge members full price (10) (1) (11) 14.3% 0.0% 12.2% n/a (6) (0) (6) answered question 42 7 49 skipped question 7 30. How many lapsed recapture campaigns do you perform annually (outside of acquisition campaigns)? Do you represent a Response Zoo Aquarium Totals 41.3% 0.0% 35.8% 0 (19) (0) (19) 26.1% 28.6% 26.4% 1 (12) (2) (14) 8.7% 28.6% 11.3% 2 (4) (2) (6) 6.5% 14.3% 7.5% 3 (3) (1) (4) 17.4% 28.6% 18.9% 4 or more (8) (2) (10) answered question 46 7 53 skipped question 3 24 of 28
  • 31. How do you perform these lapsed recapture campaigns? (check all that apply) Do you represent a Response Zoo Aquarium Totals 72.4% 57.1% 69.4% Direct Mail (21) (4) (25) 13.8% 28.6% 16.7% Telemarketing (4) (2) (6) 44.8% 71.4% 50.0% eMail (13) (5) (18) 10.3% 0.0% 8.3% Other (3) (0) (3) answered question 29 7 36 skipped question 20 25 of 28
  • 32. What is the distribution of ALL membership transactions by the following means of responding: Do you represent a Response Zoo Aquarium Totals 30 replies 6 replies 78.3% % from mail (76.9%) (85.7%) (36) 27 replies 6 replies 71.7% % from phone (69.2%) (85.7%) (33) 30 replies 6 replies 78.3% % from website (76.9%) (85.7%) (36) 31 replies 6 replies 80.4% % in person (79.5%) (85.7%) (37) 12 replies 2 replies 30.4% % other (please specify) (30.8%) (28.6%) (14) 9 replies 2 replies 23.9% Don’t know or cannot calculate (23.1%) (28.6%) (11) answered question 39 7 46 skipped question 10 33. When have you/are you planning to increase dues? (check all that apply) Do you represent a Response Zoo Aquarium Totals 34.1% 83.3% 40.4% Last year (14) (5) (19) 36.6% 50.0% 38.3% This year (15) (3) (18) 53.7% 33.3% 51.1% Next year (22) (2) (24) answered question 41 6 47 skipped question 9 26 of 28
  • 34. If so, what is the amount of the increase? Do you represent a Response Zoo Aquarium Totals 48.9% 0.0% 42.3% up to $5 (22) (0) (22) 22.2% 14.3% 21.2% $5.01 - $10 (10) (1) (11) 15.6% 14.3% 15.4% $10.01 - $15 (7) (1) (8) 4.4% 57.1% 11.5% more than $15 (2) (4) (6) 8.9% 14.3% 9.6% n/a (4) (1) (5) answered question 45 7 52 skipped question 4 35. What was the reaction of members to the increase? Do you represent a Response Zoo Aquarium Totals 38.6% 42.9% 39.2% Fine, no problems (17) (3) (20) 2.3% 14.3% 3.9% Bad, members complained (1) (1) (2) 22.7% 28.6% 23.5% No reaction, well received or no one noticed (10) (2) (12) 36.4% 14.3% 33.3% n/a (16) (1) (17) answered question 44 7 51 skipped question 5 27 of 28
  • 36. What is the reporting relationship of the Membership Department at your Zoo or Aquarium? Do you represent a Response Zoo Aquarium Totals 38.3% 71.4% 42.6% Part of Development or Advancement (18) (5) (23) 31.9% 14.3% 29.6% Part of Marketing (15) (1) (16) 17.0% 14.3% 16.7% Free standing department (8) (1) (9) 2.1% 0.0% 1.9% Part of Finance (1) (0) (1) 10.6% 0.0% 9.3% Visitor Services (5) (0) (5) answered question 47 7 54 skipped question 2 28 of 28