2012 Membership Marketing   Benchmarking Report     Presented by Tony Rossell
What are the Trends inAssociation Membership?            2012 Membership Marketing               Benchmarking Report      ...
Research Goals1.   Gain an understanding of the membership marketing     practices of associations2.   Determine the chall...
Research Methodology1. Survey open from January 24, 2012 to March 3,   2012 – 6 Weeks Total2. 5,862 requests to participat...
Section 1: Association Statistics   “Is Association Membership Dead or Dying?”
CHANGE IN MEMBERSHIP OVER PAST ONE YEAR—COMPRESSED                                 2012      2011      2010      2009     ...
TOP CHALLENGES TO GROWING MEMBERSHIP                                                                                    20...
Section 2: Membership              LifecycleTM            Strategies    “What’s working in membership marketing?”
Membership Awareness
How does your association create brand awareness of your organization?                                                METH...
Which social media does your organization officially use?            SOCIAL MEDIA OUTLETS OFFICIALLY USED BY ASSOCIATIONS ...
Time to Achieve 50 Million Users  1.   Print                                               Hundreds of Years  2.   Radio  ...
Membership Recruitment
EFFECTIVENESS OF MEMBERSHIP RECRUITMENT MARKETING CHANNELS                                                                ...
TOP THREE MOST EFFECTIVE AND LEAST EFFECTIVE                    MARKETING CHANNELS BY ASSOCIATION TYPE                  In...
REASONS MEMBERS JOIN ASSOCIATION                                                     2012        2011        2010        2...
Membership Engagement
Which of the following communication methods do you use to help onboardor engage new members in the association? (Check al...
What proportion of your members do you estimate engage with yourorganization in the following areas EACH YEAR?            ...
Membership Renewals
What is your overall membership renewal rate?                               3%                     Under     3%           ...
What is your retention rate for first year members?                   Under 50%                      10%                  ...
Which of the following marketing channels do you use for membership renewals?                         MARKETING CHANNELS U...
How many membership renewal CONTACTS (such as mailings, emails, phone calls) doyou have in your renewal series?           ...
RENEWAL RATES BY NUMBER OF RENEWAL CONTACTS    INDIVIDUAL MEMBERSHIP ASSOCIATIONS (N=356)                                 ...
When do you start the renewal effort?                       Immediately after          9%                                 ...
RENEWAL RATES BY START OF RENEWAL EFFORT          INDIVIDUAL MEMBERSHIP ASSOCIATIONS (N=354)                              ...
When do you end renewal efforts (stop renewal contacts to the member)?                                               2%   ...
RENEWAL RATES BY END OF RENEWAL EFFORT          INDIVIDUAL MEMBERSHIP ASSOCIATIONS (N=354)                                ...
Do you offer any of the following renewal options?                   Installment renewal payments                         ...
REASONS FOR NOT RENEWING MEMBERSHIP                                                                2012        2011       ...
BASIC ANNUAL MEMBERSHIP DUES BY RENEWAL RATE                         Less than 80%   80% or HigherUnder $50               ...
Membership Reinstatement
After a membership lapses or expires, how long do you continue tocontact the member to invite them to reinstate their memb...
RENEWAL RATES BY HOW LONG ASSOCIATION CONTINUES            TO CONTACT MEMBER FOR REINSTATEMENT         INDIVIDUAL MEMBERSH...
Section 3: About the Participating           Associations
MEAN AMOUNT SPENT ON MEMBERSHIP                    MARKETING PROGRAMS BY NUMBER OF PAID MEMBERS                           ...
What association management software (AMS) do you use?
What types of analysis do you use to measure the effectiveness of your membershipmarketing campaigns?                     ...
Questions?
2012 Membership Marketing Benchmarking Report
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2012 Membership Marketing Benchmarking Report

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The 2012 Membership Marketing Benchmarking Report surveyed more than 691 association executives to better understand the strategies and tactics they use to recruit, engage, and retain members. The report is the most exhaustive and comprehensive study in the series.

Again this year, a key feature of the report was to cross-tabulate specific marketing practices with reported membership outcomes to determine which practices support better results.

The Benchmarking Report evaluates the relative success of a variety of marketing practices and presents dozens of key findings to give association executives insight and direction to develop more effective membership marketing programs.

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  • The 2014 Membership Marketing Benchmarking Report is now available as a free download from www.marketinggeneral.com. Please feel free to access all the new information that is now included in the latest report.
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  • The 2012 Membership Marketing Benchmarking Report marks the fourth year that MGI has surveyed associations to better understand the strategies and tactics they use to:



    - Recruit members

    - Engage new members

    - Renew existing members

    - Reinstate former members



    More than 690 individual membership and trade association executives participated in the 2012 study—making it the most exhaustive and comprehensive in the series. Results from the previous three Benchmarking Reports are included so trends can be evaluated. And for the first time, five open-ended questions were asked.



    The 2012 Membership Marketing Benchmarking Report yields a broad base of strategic and tactical information including:



    - Primary challenges to growth

    - Dues Rates

    - Social media

    - Operating budgets

    - Membership size

    - Membership categories

    And more

    Going beyond cataloging membership practices, the Benchmarking Report also takes these practices and cross-tabulates them with the membership results associations are experiencing.







    Comparing membership practices and outcomes provides insights and information on what tactics and strategies might be added (or dropped) to improve results.







    If after looking through this report, you believe your organization needs help in membership marketing, please feel free to contact me.
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  • Some in the association world talk of membership as a concept as either dead or dying. But do the numbers support this contention?
  • Have we really reached the end of membership?52% of respondents say membership has increased over the past year.60% of respondents say new membership acquisition has increased over the past year.36% of respondents say membership renewals have increased over the past year.
  • Can you relate to any of these challenges? Which is the biggest challenge for your organization?
  • Other Top Growth Killers include: Insufficient budget Weak product or service offerings Industry consolidationGrowth despite challenges Membership too diverse Competitive Associations Difficulty in converting student members to fully paid members
  • One of the fastest growing Awareness Tools is association sponsored Social Networking sites.
  • • The top social media networks officially used for association membership are: Facebook 86%, Twitter 78%, LinkedIn (Public) 55%, YouTube 55%, and LinkedIn (Private) 29%.• Associations have increased their official use of Twitter: 66% in 2010, 71% in 2011, and now 78% in 2012.• Associations have increased their official use of YouTube: 35% in 2010, 45% in 2011, and now 53% in 2012.• Associations with more than20,000 members are much more likely to use social media, 96% use Facebook, 90% use Twitter, and 70% use YouTube.• 31% of associations with more than 20,000 members have a private social network• Only 2% of the 685 responding associations do not officially do any social networking, down from 8% in 2010 and 6% in 2011. • 11% of associations are now officially using Google+.
  • Consistently, WOM has come in first. How do you create more “Word of Mouth”?
  • The larger the membership size, the more likely direct mail rated as the “Most Effective” membership recruitment channel. For associations with more than 20,000 members, 49.6% say that it is the “Most Effective” membership recruitment channel. Only 15% of groups with less than 1,000 members rate direct mail as most effective.
  • Associations with membership renewal rates at or above 80% are significantly more likely to report using a mailed welcome kit, volunteer or staff welcome phone calls, and /or in-person new member receptions.
  • With each of these behaviors, a higher proportion of membership usage correlated with an: • Increase in overall membership over the past year• Increase in overall membership over the past five years • Increase in new members over the past year• Increase in renewal rates over the past year
  •  • The average renewal rate for individual membership organizations this past year was 78% and the average renewal rate for trade or organizational memberships was 85%.
  • • The average first year member renewal rate for individual membership organizations this past year was 67% and the average first year renewal rate for trade or organizational memberships was 75%.
  • • Associations that have between 7 and 15 contacts in their renewal series were more likely to see their renewal rates increase over the past year (40.9% to 29.1%).
  • • Associations that start their renewal efforts five months or more BEFORE expiration were more likely to see an increase in renewal rates over the past year (25.7% to 19.8%).
  • • Associations that continue renewal efforts from at least three months after a member’s expiration date and up to continuous efforts are more likely to maintain renewal rates above 80% (80.2% to 69.4%).
  • • Associations that offer an “early-renewal discount” were more likely to see an increase in renewal rates over the past year (24% to 19%).
  • Associations who say that they “continue indefinitely to contact lapsed members” are more likely to have renewal rates over 80%, have seen membership increase in the past year, have seen membership increase over the past five years, and have renewal rates increase in the past year.
  • In research that we just completed for a client, we found the 57% of their chapters were using Microsoft Excel as their AMS.
  • Only 20% of associations do “Split Market Testing”. In 1923, Claude C. Hopkins wrote Scientific Advertising in which he declared that: “The time has come when advertising has in some hands reached the status of a science.” But there can be a 1,000% variance in lists, offers, and packages.Only 7% of associations do RFM analysis. We have one client that has a member who spends $600,000 with them and others who only spend $29 a year. Should they be treated the same?
  • 2012 Membership Marketing Benchmarking Report

    1. 1. 2012 Membership Marketing Benchmarking Report Presented by Tony Rossell
    2. 2. What are the Trends inAssociation Membership? 2012 Membership Marketing Benchmarking Report • Fourth Year Produced by MGI • Over 691 Participating Associations • Up Front Disclaimer  What not Why  Correlation not Causation
    3. 3. Research Goals1. Gain an understanding of the membership marketing practices of associations2. Determine the challenges in membership marketing faced by individual membership and trade associations3. Define what practices they believe are most effective4. Understand through cross tabulation with new member, renewal and growth numbers what practices correlate with better outcomes
    4. 4. Research Methodology1. Survey open from January 24, 2012 to March 3, 2012 – 6 Weeks Total2. 5,862 requests to participate3. 11.7% response rate with 691 participating associations (one response per association)4. Margin of error + / - 3.7% with a 95% confidence level
    5. 5. Section 1: Association Statistics “Is Association Membership Dead or Dying?”
    6. 6. CHANGE IN MEMBERSHIP OVER PAST ONE YEAR—COMPRESSED 2012 2011 2010 2009 (N = 689) (N = 642) (N = 405) (N = 331)Percentage Increased Overall 52% 49% 36% 45%Percentage Unchanged Overall 16% 16% 14% 16%Percentage Declined Overall 29% 34% 48% 35%Percentage Unsure 3% 2% 3% 5% CHANGE IN NEW MEMBER ACQUISITION OVER PAST YEAR — COMPRESSED 2012 2011 2010 2009 (N = 687) (N = 638) (N = 405) (N = 325)Percentage Increased Overall 60% 57% 42% 49%Percentage Unchanged Overall 17% 21% 20% 22%Percentage Declined Overall 14% 16% 26% 21%Percentage Unsure 10% 8% 12% 10% CHANGE IN RENEWAL RATE OVER PAST YEAR — COMPRESSED 2012 2011 2010 2009 (N = 683) (N = 638) (N = 403) (N = 326)Percentage Increased Overall 36% 32% 21% 22%Percentage Unchanged Overall 33% 37% 27% 39%Percentage Declined Overall 22% 24% 44% 31%Percentage Unsure 10% 7% 8% 9%
    7. 7. TOP CHALLENGES TO GROWING MEMBERSHIP 2012 2011 (N = 683) (N = 631)Membership too diverse; difficulty meeting needs of different segments 26% N/ADifficulty attracting and/or maintaining younger members 24% N/AInsufficient staff 24% 16%Perceptions of the association and/or its culture (i.e., old boy’s network, not 24% N/Aspecialized enough, etc.)Insufficient budget 21% 13%Changing demographics of industry 18% N/AWeak product or service offerings 18% 13%Lack of strategy or plan 17% 11%Competitive associations 16% N/AIndustry consolidation 14% N/AInadequate association management database 13% 8%Inadequate research to understand market 10% 7%Lack of marketing expertise 10% 7%Market saturation 10% 9%Difficulty in converting student memberships to regular memberships 9% N/ALack of integration between national and chapters 8% N/AMisalignment of goals between board and executive staff 4% N/AEconomy 3% N/APoor customer service 1% N/AOther 12% 16%
    8. 8. Section 2: Membership LifecycleTM Strategies “What’s working in membership marketing?”
    9. 9. Membership Awareness
    10. 10. How does your association create brand awareness of your organization? METHODS FOR CREATING ASSOCIATION AWARENESS 2012 2011 2010 2009 (N = 683) (N = 638) (N = 405) (N = 599) Email 94% 71% 67% 61% Association website 92% 87% 88% 85% Word-of-mouth recommendations 83% 90% 91% 77% Promotion to/at your own conferences/ conventions 79% 65% 66% 65% Advertising in your own publications 72% 48% 56% 51% Association-sponsored social networking sites (e.g., Facebook, LinkedIn) 71% 51% 56% 35% Direct mail 69% 62% 66% 76% Association-sponsored events 68% 57% 56% 37% Cross-sell to non-members who buy your products or attend your conferences 61% 56% 59% 52% Exhibiting at other conferences 61% 50% 51% 53% Public relations 61% 40% 39% 29% Local events/meetings 60% 53% N/A N/A Search engines (organic) 48% 45% 47% 34% Advertising in outside publications 47% 31% 31% 28% Chapters 42% 38% 46% 39% Job board 39% 24% 23% 23% Personal sales calls 32% 25% 22% 24% QR codes 30% N/A N/A N/A Accreditation promotion 24% 18% 20% 14% Telemarketing 22% 16% 18% 18% Paid banners on other websites 21% 12% 13% 12% Mobile apps 20% N/A N/A N/A Search engines (paid or pay-per-click) 20% 14% 20% 8% Radio or TV 15% 7% 5% 7% Texting 6% N/A N/A N/A Other 3% 4% 3% 3% Do not know 1% 0% 0% 1% Top three methods for creating brand awareness. Blue: Upward trend
    11. 11. Which social media does your organization officially use? SOCIAL MEDIA OUTLETS OFFICIALLY USED BY ASSOCIATIONS 2012 2011 2010 (N = 685) (N = 641) (N = 405) Facebook 86% 91% 75% Twitter 79% 71% 66% LinkedIn (Public Access) 56% 53% 59% YouTube 53% 45% 35% Association Blog 30% 27% 30% LinkedIn (Members Only) 30% 28% N/A Association Listserv 22% 24% 31% Private Association Social Network 19% 18% 17% Flickr 15% 15% N/A Google+ 11% N/A N/A Wikis 8% 9% 13% Ning/Groupsite 4% 4% 6% Second Life 1% 2% 3% MySpace 1% 1% 4% None 3% 6% 8% Other 4% 4% 6%
    12. 12. Time to Achieve 50 Million Users 1. Print Hundreds of Years 2. Radio 38 Years 3. TV 13 Years 4. Internet 4 Years 5. iPod 3 Years 6. Facebook 24 Months 7. Twitter 12 Months 8. Google+ 6 Months* * Stephan Scherzer, CEO, VDZ - German Magazine Publishers
    13. 13. Membership Recruitment
    14. 14. EFFECTIVENESS OF MEMBERSHIP RECRUITMENT MARKETING CHANNELS Most Effective Least EffectiveMarketing Channel (N=685) (N=630)Word-of-mouth recommendations 54% 3%Email 37% 11%Association website 34% 7%Direct mail 30% 24%Cross-sell to non-members who buy your products or attend your conferences 20% 7%Personal sales calls 17% 7%Promotion to/at your own conferences/conventions 16% 9%Association-sponsored events 16% 4%Chapters 14% 8%Exhibiting at other conferences 10% 28%Local events/meetings 10% 5%Promotional incentives 8% 16%Association-sponsored social networking sites (e.g., Facebook, LinkedIn) 5% 18%Public relations 5% 11%Telemarketing 4% 13%Accreditation promotion 4% 4%Advertising in your own publications 3% 17%Advertising in outside publications 2% 25%Search engines (organic) 2% 8%Search engines (paid or pay-per-click) 1% 10%Job board 1% 13%Radio or TV 1% 11%Paid banners on other websites -- 14%Texting -- 5%Other 3% 3%
    15. 15. TOP THREE MOST EFFECTIVE AND LEAST EFFECTIVE MARKETING CHANNELS BY ASSOCIATION TYPE Individual Membership Associations Percentage Word-of-mouth recommendations 51%Most Effective Email 39% Direct mail 37% Exhibiting at other conferences 31%Least Effective Advertising in outside publications 23% Direct mail 20% Organizational/Trade Associations Percentage Word-of-mouth recommendations 56%Most Effective Personal sales calls 37% Email 30% Direct mail 34%Least Effective Advertising in outside publications 28% Exhibiting at other conferences 22%
    16. 16. REASONS MEMBERS JOIN ASSOCIATION 2012 2011 2010 2009 (N = 684) (N = 641) (N = 400) (N = 303)Networking with others in the field 22% 25% 24% 22%Access to specialized and/or current information 12% 14% 13% 23%Advocacy 12% 10% 11% N/AContinuing education 8% 7% 11% 5%Learning best practices in their profession 7% 7% 9% 8%Accreditation or certification 5% 4% 4% 2%Discounts on products or meeting purchases 5% 5% 6% 9%Association publications 4% 3% 6% 3%Conferences/trade shows 4% 5% N/A N/APrestige of belonging to the association 4% 5% N/A N/AAccess to industry thought leaders 2% 1% N/A N/AAdvancing in their position 2% 2% 2% 4%Members-only education 2% N/A N/A N/AAccess to career resources 1% 1% 3% 1%Access to industry benchmark studies 1% 1% 1% N/AInsurance (Affinity programs) 1% 1% N/A N/ANot sure 1% 1% 2% N/AOther 6% 8% 9% 10%
    17. 17. Membership Engagement
    18. 18. Which of the following communication methods do you use to help onboardor engage new members in the association? (Check all that apply) COMMUNICATION METHODS USED TO ONBOARD NEW MEMBERS 2012 2011 2010 2009 (N = 685) (N = 643) (N = 402) (N = 337) Email welcome 72% 71% 72% 62% Mailed welcome kit 64% 67% 68% 83% Membership card or certificate 51% 51% 59% 58% Volunteer or staff welcome phone call 29% 30% 32% 26% In-person new-member reception or orientation 25% 23% 20% 19% New-member introductory email series 25% 25% 27% 14% Special discounts on purchases 24% 23% 23% 17% Invite to chapter meeting 22% 18% 25% 23% New-member newsletter (print or electronic) 16% 15% 20% 11% New-member survey 16% 17% 18% 20% New-member gift (e.g., gift card, calendar, notepad) 12% 11% -- -- Custom new-member renewal series 10% 10% 11% 7% Telemarketing welcome phone call 10% 12% 10% 4% New-member webinars 9% N/A N/A N/A Early or “at-birth” renewal 4% 5% 4% 2% No special communication 3% 2% 2% 2% Other 3% 5% 5% 8%
    19. 19. What proportion of your members do you estimate engage with yourorganization in the following areas EACH YEAR? AREAS OF ENGAGEMENT 1%- 6%- 11%- 16%- 21%- 31%- 41%- Over N 0% N/A 5% 10% 15% 20% 30% 40% 50% 50%Attend your annual conference/trade show 644 1% 12% 13% 11% 12% 11% 11% 6% 10% 12%Attend at least one of your professional development meetings 663 1% 12% 13% 10% 9% 10% 9% 6% 9% 23%Acquire or maintain a certification with your organization 666 2% 9% 6% 6% 5% 4% 3% 2% 8% 57%Attend at least one of your webinars 658 2% 15% 14% 9% 8% 6% 2% 4% 4% 36%Purchase a non-dues product (other than previously checked) 655 2% 18% 11% 9% 8% 8% 3% 3% 6% 33%Purchase a non-dues service (other than previously checked) 658 3% 17% 11% 9% 7% 6% 3% 4% 6% 36%Purchase or maintain insurance through your organization 658 2% 14% 5% 3% 3% 2% 2% 1% 3% 64%Purchase a book or directory 653 2% 19% 10% 6% 5% 5% 3% 2% 3% 46%Participate in your public social network 666 3% 25% 21% 13% 10% 8% 5% 3% 3% 10%Participate in your private social network 660 3% 20% 13% 7% 6% 5% 4% 3% 2% 38%Upgrade their membership 658 2% 16% 8% 6% 3% 1% 1% 2% 3% 58%Volunteer within your organization 664 2% 32% 21% 14% 11% 7% 4% 2% 2% 7%Donate to your association foundation or PAC 662 3% 23% 13% 6% 5% 2% 2% 1% 2% 42%Participate in your young professional program 656 2% 16% 8% 4% 2% 2% 1% 1% 1% 67%Participate in your mentoring program 661 4% 18% 5% 3% 2% 2% 1% 1% 1% 66%
    20. 20. Membership Renewals
    21. 21. What is your overall membership renewal rate? 3% Under 3% 2012 (N=685) 50% 3% 2% 2011 (N=643) 4% 2010 (N=403) 50% to 6% 59% 4% 2009 (N=337) 4% 7% 60% to 10% 69% 11% 7% 22% 70% to 23% 79% 21% 16% 38% 80% to 34% 89% 40% 37% 22% 90% or 23% higher 18% 29% 3% Not sure 2% 3% 4%
    22. 22. What is your retention rate for first year members? Under 50% 10% 50% to 59% 13% 60% to 69% 12% 70% to 79% 19% 80% to 89% 17% 90% or higher 12% Not sure 18% (N=682)
    23. 23. Which of the following marketing channels do you use for membership renewals? MARKETING CHANNELS USED FOR MEMBERSHIP RENEWALS 2012 2011 2010 2009 (N = 685) (N = 644) (N = 405) (N = 333) Email marketing 88% 88% 88% 83% Direct mail 81% 82% 85% 91% Staff phone calls 53% 52% 49% 56% Peer member contacts 23% 20% 24% 31% Telemarketing 21% 24% 23% 27% Magazine cover wraps 17% 15% N/A N/A Board phone calls 17% 18% 15% 28% Social media contacts 15% 13% N/A N/A Chapter phone calls 13% 14% 14% 15% Fax 9% 10% 11% 17% Employer contacts 6% 8% 7% 4% PURL 3% N/A N/A N/A Texting 2% N/A N/A N/A Renewal app for mobile devices 1% N/A N/A N/A Other 3% 3% 3% 4%
    24. 24. How many membership renewal CONTACTS (such as mailings, emails, phone calls) doyou have in your renewal series? 1% None 2% 2% 1% 20% 1 to 3 23% 22% 21% 40% 4 to 6 44% 44% 46% 23% 7 to 9 18% 20% 19% 7% 10 to 12 7% 6% 7% 3% 13 to 15 1% 2% 2% 2% 16 to 18 1% 1% 1% 2012 (N=686) More 2% 2% 2011 (N=642) than 18 2% 1% 2010 (N=404) 3% 2009 (N=337) Not sure 1% 2% 3%
    25. 25. RENEWAL RATES BY NUMBER OF RENEWAL CONTACTS INDIVIDUAL MEMBERSHIP ASSOCIATIONS (N=356) 7 or more 1-6 renewalRenewal Rate renewal contacts contactsLess than 80% 49% 44%80% or higher 51% 56%
    26. 26. When do you start the renewal effort? Immediately after 9% 8% welcoming 6% 10% Prior to 6 months before 5% 6% expiration 8% 8% At 6 months prior to 7% 7% expiration 5% 7% 3% 5 months prior to expiration 4% 3% 5% 9% 4 months prior to expiration 12% 14% 13% 38% 3 months prior to expiration 33% 35% 33% 16% 2 months prior to expiration 16% 15% 13% 8% 1 month prior to expiration 8% 7% 5% 2012 (N=685) 4% 2011 (N=641) The month of expiration 3% 3% 4% 2010 (N=405) 2% 2009 (N=336) Not sure 3% 3% 5%
    27. 27. RENEWAL RATES BY START OF RENEWAL EFFORT INDIVIDUAL MEMBERSHIP ASSOCIATIONS (N=354) Three months More than three Renewal Rate or less prior to months prior to expiration expirationLess than 80% 51% 40%80% or higher 49% 60%
    28. 28. When do you end renewal efforts (stop renewal contacts to the member)? 2% At the month of expiration 2% 1% 2% 7% 1 month after expiration 8% 9% 9% 13% 2 months after expiration 13% 14% 13% 23% 24% 3 months after expiration 23% 21% 9% 4 months after expiration 7% 7% 13% 2% 5 months after expiration 3% 2% Not asked in 2009 8% 2012 (N=688) 6 months after expiration 8% 8% 2011 (N=639) Not asked in 2009 11% 2010 (N=404) More than 6 months after 11% 2009 (N=336) expiration 14% Not asked in 2009 21% We dont stop contact 22% 19% 21% 3% Not sure 3% 3% 4%
    29. 29. RENEWAL RATES BY END OF RENEWAL EFFORT INDIVIDUAL MEMBERSHIP ASSOCIATIONS (N=354) More than three 1-3 months Renewal Rate months after after expiration expirationLess than 80% 51% 43%80% or higher 49% 57%
    30. 30. Do you offer any of the following renewal options? Installment renewal payments 46% 46% (monthly, quarterly) 46% 32% Multi-year renewals 32% 33% 26% Renewal bill-me 28% 28% 24% Automatic annual credit card renewal 24% 22% 22% Lifetime membership 25% Not asked in 2010 2012 (N=445) 22% Early renewal discounts 21% 2011 (N=440) 19% 2010 (N=246) Automatic Electronic Funds Transfer (EFT) 15% 15% renewals 10%
    31. 31. REASONS FOR NOT RENEWING MEMBERSHIP 2012 2011 2010 2009 (N = 687) (N = 639) (N = 400) (N = 333)Budget cuts/economic hardship of company 17% N/A N/A N/ALack of engagement with the organization 14% N/A N/A N/AEmployer won’t pay or stopped paying dues 12% 15% 25% 22%Could not justify membership costs with any significant ROI 11% N/A N/A N/ALack of value 11% 24% 36% 20%Left the field, industry, or profession 8% 12% N/A N/AToo expensive 5% 14% 11% 22%Forgot to renew 4% 7% 6% 11%Lack of relevance 3% N/A N/A N/ACompany closed or merged 2% 7% N/A N/ADisappointment with the benefits/services 2% N/A N/A N/AMoved 2% N/A N/A N/ARetirement 2% 2% 4% 4%Can get materials from other members/other sources 1% N/A N/A N/ADisagree with the advocacy position in the association 1% N/A N/A N/ALost job 1% 3% 4% 3%Poor customer service 1% -- 1% --Student memberships do not convert to full memberships 1% N/A N/A N/ASwitch to competitor 1% 1% 1% --Not sure 2% 6% 2% 4%Other 4% 9% 12% 14%
    32. 32. BASIC ANNUAL MEMBERSHIP DUES BY RENEWAL RATE Less than 80% 80% or HigherUnder $50 9% 3%$50 - $99 21% 7%$100 - $149 15% 6%$150 - $199 16% 10%$200 - $299 11% 13%$300 - $399 7% 10%$400 - $499 2% 6%$500 - $749 5% 7%$750 - $999 2% 3%$1,000 and over 3% 7%Varies by company size 9% 29%
    33. 33. Membership Reinstatement
    34. 34. After a membership lapses or expires, how long do you continue tocontact the member to invite them to reinstate their membership? 10% We dont contact lapsed 11% members 10% 8% 22% 1 year after expiration 22% 24% 25% 13% 2 years after expiration 14% 15% 13% 10% 3 years after expiration 9% 6% 2012 (N=686) 6% 2011 (N=641) 5% 4 to 5 years after expiration 4% 6% 2010 (N=403) 5% 2009 (N=333) 1% 6 to 10 years after expiration 1% 1% 1% We continue indefinitely to 31% 30% contact lapsed members 24% 30% 5% Not sure 5% 7% 7% 4% Other 3% 7% 6%
    35. 35. RENEWAL RATES BY HOW LONG ASSOCIATION CONTINUES TO CONTACT MEMBER FOR REINSTATEMENT INDIVIDUAL MEMBERSHIP ASSOCIATIONS (N=305) More than three 1-3 years after Renewal Rate years after expiration expirationLess than 80% 51% 42%80% or higher 49% 58%
    36. 36. Section 3: About the Participating Associations
    37. 37. MEAN AMOUNT SPENT ON MEMBERSHIP MARKETING PROGRAMS BY NUMBER OF PAID MEMBERS More than Up to 1,000 1,001-5,000 5,001-20,000 20,000Acquisition* $17,643 $34,632 $101,931 $503,470Retention** $12,711 $19,247 $52,240 $298,896 *Acquisition includes money spent on awareness, branding, and recruitment. **Retention includes money spent on engagement/on boarding, renewals, and reinstatement or win-back.
    38. 38. What association management software (AMS) do you use?
    39. 39. What types of analysis do you use to measure the effectiveness of your membershipmarketing campaigns? Response rate analysis 49% Source code or Keycode capture and analysis 29% A/B split marketing tests 20% Lifetime value analysis 16% Computer matchback to prospect database 15% Recency/Frequency/Monetary Amount (RFM) analysis 7% N=667 Regression analysis 6% None 40%
    40. 40. Questions?

    ×