2015 MMBR Webinar FINAL

May 19, 2015
0
2015 Membership
Marketing &
Benchmarking Report
Tactics and Benchmarks to Success in
Membership Marketing
Marketing General Webinar Series

Your Hosts Today
Erik Schonher, MBA, CeM
Vice President, MGI
Adina Wasserman, PhD
Director of Research, MGI
Contact Erik Schonher, Vice President, (703) 706-0358 or email Erik@marketinggeneral.com if
you have any questions on the study or would like to learn more about MGI’s capabilities.
1

Our Purpose Today…
To present & review
findings from the
2015 Membership
Marketing
Benchmarking Report
and provide context to
assist YOU in applying
these results to your
association and unique
situation.
2
If you have a question Tweet mktgeneral or email info@marketinggeneral.com

Research Strategy & Process
The purpose and goals of our annual Membership Marketing
Benchmarking Report.
– Gain an understanding…
– Determine the challenges…
– Identify what practices are related to better outcomes (What? Not Why…)
This was accomplished through…
– Survey
‒Open from January 8, 2015 to February 17, 2015 (7 weeks)
‒8,458 requested to participate
‒914 unique associations participated
‒Collected both quantitative and qualitative responses
– Detailed screening of the respondents
– Data analysis employing frequency analysis and cross-tabulation
3

Top Line
Membership Growth
Member Acquisition
Member Renewal

5
Individual
(n = 403)
Trade
(n = 232)
Combination
(n = 263)
Increased 47% 49% 43%
Decreased 26% 22% 22%
Remained the same 25% 27% 33%
Not sure 2% 2% 1%
MEMBERSHIP CHANGE IN PAST YEAR

6
Individual
(n = 184)
Trade
(n = 104)
Combination
(n = 110)
Mean % Increased* 6.64% 7.71% 10.72%
Median % Increased 5.00% 5.00% 6.00%
Increased 1% to 5% 64% 52% 49%
Increased 6% to 10% 22% 31% 26%
Increased 11% to 25% 10% 13% 18%
Increased 26% to 50% 3% 4% 4%
Increased more than 50% 1% -- 3%
INCREASE IN MEMBERSHIP OVER THE PAST YEAR

7
Individual
(n = 186)
Trade
(n = 105)
Combination
(n = 106)
Mean % Increased* 23.91% 27.27% 37.27%
Median % Increased 15.00% 14.00% 16.00%
Increased 1% to 5% 23% 25% 22%
Increased 6% to 10% 19% 16% 17%
Increased 11% to 25% 50% 35% 27%
Increased 26% to 50% 13% 12% 19%
Increased more than 50% 10% 11% 15%
INCREASE IN MEMBERSHIP OVER THE PAST FIVE YEARS

8
Individual
(n = 387)
Trade
(n = 223)
Combination
(n = 251)
Not sure 7% 8% 6%
CHANGE IN NEW MEMBER ACQUISITION OVER THE PAST YEAR

9
Individual
(n = 384)
Trade
(n = 221)
Combination
(n = 242)
Not sure 10% 8% 8%
CHANGE IN MEMBER RENEWAL RATE OVER THE PAST YEAR

10
Individual
(n = 325)
Trade
(n = 197)
Combination
(n = 199)
Mean 79% 87% 77%
Median 82% 90% 81%
MEMBERSHIP RENEWAL RATES
Individual
(n = 195)
Trade
(n = 144)
Combination
(n = 133)
Mean 64% 79% 66%
Median 65% 84% 68%
OVERALL
FIRST YEAR

11
Increasing…
Individual
(n = 336)
Trade
(n = 195)
Combinatio
n
(n = 209)
Membership Retention 72% 53% 71%
Member Engagement 65% 73% 68%
Membership Acquisition 63% 68% 57%
Understanding of Member Needs 30% 27% 27%
Dues Revenue 22% 24% 29%
Non-Dues Revenue from Members
(attendance at conferences, purchase of services/education, etc.)
21% 32% 27%
Member Diversity 10% 8% 10%
Other 2% 2% 2%
ASSOCIATIONS’ TOP GOALS

12
Individual
(n = 335)
Trade
(n = 195)
Combination
(n = 208)
Difficulty in communicating value 28% 32% 40%
Difficulty attracting and/or maintaining
younger members
24% 7% 18%
Competitive association(s) or sources of
information
18% 18% 13%
Declining member/employer budgets 17% 15% 23%
Insufficient staff 16% 23% 24%
TOP THREE BIGGEST CHALLENGES FOR GROWING MEMBERSHIP

13
$4,000 or
less
$4,000-
$10,000
$10,000 to
$50,000
$50,000 to
$100,000
$100,000 or
more
Awareness and branding 36% 28% 14% 9% 14%
Recruitment 50% 17% 18% 10% 5%
Engagement/on-boarding 67% 18% 8% 5% 2%
Renewals 62% 22% 10% 2% 4%
Reinstatement or win-back 84% 10% 4% 2% 1%
$4,000 or
less
$4,000-
$10,000
$10,000 to
$50,000
$50,000 to
$100,000
$100,000 or
more
Recruitment 52% 21% 14% 7% 6%
Renewals 65% 14% 12% 4% 5%
Reinstatement or win-back 83% 12% 4% 1% --
$4,000 or
less
$4,000-
$10,000
$10,000 to
$50,000
$50,000 to
$100,000
$100,000 or
more
Recruitment 41% 20% 15% 9% 15%
Renewals 44% 18% 19% 7% 11%
Reinstatement or win-back 72% 13% 9% 3% 3%
BUDGETS
INDIVIDUAL
COMBINATION
TRADE

14
14%
7%
6%
6%
4%
4%
4%
4%
3%
3%
3%
2%
2%
2%
2%
2%
2%
1%
1%
16%
14%
8%
4%
4%
3%
Too few staff/add more staff
Database issues/want…
Improved teamwork
Update/improve technology/IT
Better organized/streamlined…
AMS/new/different/better AMS…
New/improved website
Larger budget/marketing budget
To be open to change/to new ideas
Better/more effective communications
Better governance/governance…
Better leadership/management
Better Board of Directors/Board…
Personally want more knowledge…
More effective…
Improved internal…
More time/more staff time
New/improved e-commerce…
Increased membership
Other…
Other technology comments
Other marketing/membership…
Other governance/leadership…
Other miscellaneous comments
Other human resources comments
(n=140)
Open Ended
Question
If there was one
hurdle you
could remove to
make your
association run
smoother, what
would it be?
Data Deep Dive

What’s Working?
Awareness
Recruitment
Engagement
Renewal
Reinstatement

16
Individual
(n = 365)
Trade
(n = 214)
Combination
(n = 225)
Email 51% 36% 47%
Association website 44% 43% 44%
Word-of-mouth recommendations 35% 42% 28%
Direct mail 27% 15% 16%
Association-sponsored social networking websites
(e.g., Facebook, LinkedIn)
22% 13% 23%
Chapters 17% 7% 14%
Promotion to/at your own conferences/conventions 15% 15% 24%
Association-sponsored events 13% 22% 12%
Cross-sell to non-members who buy your product or
attend your conferences
12% 16% 16%
Exhibiting at other conferences 10% 12% 11%
Local events/meetings 8% 13% 12%
Public relations 8% 9% 9%
Advertising in your own publications 5% 6% 7%
Content marketing (white papers) 5% 6% 4%
TOP WAYS TO CREATE BRAND AWARENESS

17
Individual
(n = 360)
Trade
(n = 210)
Combinatio
n (n = 222)
Networking with others in the field 18% 30% 25%
Continuing education 15% 2% 6%
Access to specialized and/or current information 11% 12% 14%
Advocacy 8% 15% 7%
Prestige of belonging to the association 7% 2% 3%
Discounts on product or meeting purchases 6% 5% 7%
Accreditation or certification 5% 2% 2%
Learning best practices in their profession 4% 4% 10%
Conferences/trade shows 4% 7% 4%
REASONS FOR JOINING

18
Individual
(n = 340)
Trade
(n = 201)
Combination
(n = 214)
Changes to website 60% 64% 71%
Digital publications 25% 18% 25%
Public social media (Facebook, LinkedIn, Twitter, etc.) 23% 21% 25%
Mobile apps 23% 19% 20%
Online communities 19% 14% 18%
Member research 14% 25% 21%
Private social media (Facebook, LinkedIn, Twitter,
etc.)
11% 6% 11%
QR codes 5% 4% 7%
RSS feeds 2% 1% 4%
None 17% 13% 15%
Other 15% 18% 12%
NEW PROGRAMS, BENEFITS, AND SERVICES ADDED

Data Deep Dive
Always tie recruitment efforts to a specific membership
benefit that they can access for free immediately…so they
can experience a great benefit that will compel them to join.
19
You can't be all things to everyone, so determine what people
find most valuable and your key areas of strength and put your
biggest efforts into these things.
Our prospective members are most
likely to join when they receive an
offer that provides a discount...as
small as 10% off membership dues.
We have also...found that our
prospective members will also join if
they perceive that they are going to
loose a benefit.

20
Individual
(n = 311)
Trade
(n = 176)
Combination
(n = 188)
Quantitative survey research 73% 65% 73%
Focus groups 36% 33% 30%
Secondary research 22% 18% 15%
Phone Interviews 20% 39% 27%
On-site interviews/intercepts 18% 26% 16%
Online panels/bulletin boards 12% 9% 10%
None 13% 9% 10%
Other 7% 9% 5%
TOOLS USED TO MEASURE MEMBER NEEDS

21
TYPES OF ANALYSIS USED TO MEASURE EFFECTIVENESS OF
MEMBERSHIP MARKETING CAMPAIGNS
Individual
(n = 302)
Trade
(n = 174)
Combination
(n = 181)
Response rate analysis 56% 47% 51%
Return on Investment (ROI) 39% 17% 34%
Source code or Key code capture analysis 31% 11% 18%
A/B split marketing tests 30% 15% 22%
Cost of acquisition 23% 9% 18%
Lifetime value analysis 16% 10% 9%
Data mining/modeling 13% 7% 10%
Computer match back to prospect database 12% 5% 11%
Net return after servicing costs 9% 6% 8%
None 25% 33% 28%
Other 2% 3% 1%
TYPES OF ANALYSIS USED TO MEASURE EFFECTIVENESS OF
MEMBERSHIP MARKETING CAMPAIGNS
More marketers today (87%) than in 2013 (46%) consider data the most
underutilized asset in marketing.*
*Source: Teradata 2015 Global Data-Driven Marketing Survey: Progressing Toward True Individualization

22
Individual
(n = 362)
Trade
(n = 211)
Combination
(n = 220)
Word-of-mouth recommendations 48% 55% 46%
Email 36% 22% 34%
Direct mail 28% 14% 16%
Association website 23% 21% 26%
Cross-sell to non-members who buy your products or
attend your conferences
17% 21% 20%
Chapters 16% 5% 9%
Local events/meetings 13% 14% 15%
Promotion to/at your own conferences/trade shows 11% 16% 18%
Association-sponsored events 11% 17% 15%
Association-sponsored social networking websites (e.g.,
Facebook, LinkedIn)
9% 3% 7%
Promotional incentives 9% 5% 5%
Exhibiting at other conferences 8% 12% 9%
Free membership offered with a non-member meeting
registration
8% 3% 10%
Content marketing 6% 3% 4%
Search engines (organic) 4% 3% 5%
Accreditation promotion 4% 2% 4%
Personal sales calls 4% 34% 16%
RECRUITMENT MARKETING CHANNELS

Data Deep Dive
Member referral continues to be our top recruitment
tool… We have added an annual “free membership offer” where
members can give a six-month trial membership to a colleague.
We gain about 2,000 new members…18% convert after 6 months
and 75% of those renew after their first paid year.
23
You've got to spend money to recruit
new members…. You cannot
expect to come out ahead the
first or second year.
In fact, it may take two to three
years or more before you reap the
benefits of your efforts.

24
Individual
(n = 357)
Trade
(n = 206)
Combination
(n = 221)
Email welcome 74% 77% 76%
Membership card or certificate 54% 35% 41%
Mailed welcome kit 50% 60% 49%
Invite to use members-only website sections 34% 47% 39%
New-member introductory email series 30% 23% 27%
Invitation to join the online community 28% 30% 28%
Invite to follow/like association’s social media (public or
private) page(s)
27% 25% 27%
Invitation to volunteer 27% 20% 22%
Invite to chapter meeting 21% 16% 16%
Volunteer or staff welcome phone call 19% 48% 27%
New-member survey 19% 14% 10%
In-person new-member reception or orientation 17% 31% 23%
New-member newsletter (mail or electronic) 14% 10% 13%
New-member gift (e.g., gift card, calendar, or notepad) 11% 11% 9%
Custom new-member renewal series 11% 10% 7%
New-member webinars 10% 17% 9%
Special new-member discounts on purchases 9% 15% 10%
COMMUNICATION METHODS TO ONBOARD NEW MEMBERS

25
We are now issuing a outreach
strategy where we "Touch" our
new members up to 4 times after
joining. The series of email
communications combined with
short phone call from volunteers
will be implemented this
upcoming year.
Set up an automated email campaign to send weekly then monthly
introducing new member benefits and engagement opportunities depending
on how they entered the org and/or topics relevant to their job titles.
Data Deep Dive
Early engagement is especially critical for retaining first-year members. Need to reinforce
the value of joining in the first year.

26
68%
27%
5%
n = 791
Yes No Not sure
DO YOU HAVE A SEPARATE STRATEGIC INITATIVE OR
TACTICAL PLAN TO INCREASE ENGAGEMENT?

27
INDIVIDUAL
Participation in your public social network
Participation in your young professional program
Participation in your private social network
Attendance of webinars
Number of members who acquire or maintain a
certification with your organization
Attendance at your professional development meetings
Number of visits to members-only section of website
50%+ MEMBERSHIP ENGAGEMENT
TRADE
Attendance at your annual conference/trade show
Attendance at your professional development
meetings
Number of members who acquire or maintain a
certification with your org
Number of membership upgrades
COMBINATION
Donations to your association foundation or PAC

Open Ended
Question
Describe an
engagement or
retention
strategy that
your association
has employed
that has been
very successful.
28
22%
21%
15%
15%
14%
14%
10%
10%
9%
8%
6%
5%
5%
5%
5%
5%
3%
3%
3%
13%
8%
Contact/keep in contact with lapsed members
Reminding them of benefits
Offering Members Only renewal benefits/incentives/event invitations
Sending e-mail/personal e-mail
Offering discounts/incentives for renewal/early renewal
Sending out direct mailing/online newsletter
Offering discussion groups/monthly meetings/round table events
Maintain regular communication
Contact from peers/volunteers/member-to-member
Personalized communication tailored to the individual member
Providing member training/orientation/mentoring programs
Offering ambassador/leadership programs/events
Using a third party to contact lapsed members
Sending surveys
Via social media/online networking
Sent out/e-mailed renewal reminder invoice/bill/statement
Forgiveness program/allowing renewal without penalty
Offering organizational memberships to replace individual memberships
Collecting/listening to feedback from members
Other engagement/strategy comments
Other contact/communication comments
(n=111)
Data Deep Dive

29
78%
66%
63%
58%
54%
53%
50%
49%
48%
43%
43%
40%
38%
33%
33%
29%
21%
29%
33%
36%
39%
37%
49%
44%
36%
50%
50%
44%
56%
60%
51%
58%
1%
5%
4%
6%
7%
10%
1%
8%
16%
6%
7%
17%
6%
7%
17%
13%
Number of members who acquire or maintain a certification with
your organization
Non-dues product purchases (other than previously checked)
Participation in your mentoring program
Non-dues service purchases (other than previously checked)
Volunteerism with your organization
Book or directory purchases
Purchase or maintain insurance through your organization
Individual
Increased Stayed the same Decreased
MEMBERSHIP ENGAGEMENT

30
75%
73%
71%
62%
59%
58%
58%
54%
51%
49%
48%
47%
47%
41%
30%
19%
25%
24%
26%
37%
32%
39%
37%
38%
43%
49%
46%
47%
47%
44%
66%
59%
2%
3%
1%
9%
4%
5%
8%
6%
2%
6%
5%
6%
15%
5%
22%
Number of members who acquire or maintain a certification
with your organization
Trade

31
78%
63%
61%
60%
59%
59%
52%
46%
46%
44%
42%
40%
38%
37%
32%
32%
20%
31%
29%
34%
39%
28%
43%
48%
44%
44%
49%
51%
57%
57%
59%
47%
3%
7%
9%
6%
2%
13%
5%
7%
10%
12%
8%
9%
4%
6%
9%
22%
Number of members who acquire or maintain a certification…
Combination

32
Individual
(n = 340)
Trade
(n = 197)
Combination
(n = 214)
Employer won’t pay or stopped paying dues 36% 4% 37%
Left the field, industry, or profession 35% 18% 33%
Lack of engagement with the organization 31% 49% 38%
Could not justify membership costs with any significant ROI 25% 43% 27%
Forgot to renew 21% 9% 20%
Too expensive 21% 11% 9%
Lack of value 19% 18% 17%
Retirement 19% 5% 13%
Budget cuts/economic hardship of company 18% 43% 29%
Lack of relevance 7% 6% 7%
Can get materials from other members/other sources 7% 5% 6%
Moved 7% 2% 6%
Student memberships do not convert to full memberships 7% -- 7%
Lost job 7% 1% 4%
Disappointment with the benefits/services 4% 7% 8%
Company closed or merged 2% 42% 13%
TOP REASONS FOR NOT RENEWING MEMBERSHIP

33
RENEWAL SERIES
Individual
(n = 342)
Trade
(n = 197)
Combination
(n = 212)
At the month of
expiration
4% 2% 3%
1 month after
expiration
9% 4% 13%
2 months after
expiration
13% 13% 11%
3 months after
expiration
22% 19% 26%
4 months after
expiration
6% 8% 5%
5 months after
expiration
1% 3% 3%
6 months after
expiration
9% 15% 11%
More than 6 mos
after expiration
10% 8% 8%
We don’t stop
contact
21% 21% 16%
Not sure 4% 7% 2%
Individual
(n = 344)
Trade
(n = 197)
Combination
(n = 212)
Immediately
after welcome
6% 10% 5%
Before 6 mos
prior expiration
4% 5% 2%
At 6 months
prior expiration
4% 6% 3%
5 months prior
to expiration
3% 2% 1%
4 months prior
to expiration
10% 10% 9%
3 months prior
to expiration
40% 30% 46%
2 months prior
to expiration
18% 18% 17%
1 month prior to
expiration
7% 9% 9%
The month of
expiration
3% 4% 4%
Not sure 4% 6% 2%
START END

34
Combination
(N=221)
25%
16%
24%
28%
15%
7%
6%
4%
--
4%
--
Individual
(n = 113)
38%
30%
13%
18%
14%
8%
11%
4%
6%
7%
--
Mean
Median
Less than 10%
10 to less than 20%
20 to less than 30%
50 to less than 60%
60 to less than 70%
70 to less than 80%
80 to less than 90%
90 to less than 100%
100%
CONVERSION OF STUDENT TO REGULAR MEMBERSHIP

35
Individual
(n = 342)
Trade
(n = 196)
Combination
(n = 212)
We don’t contact lapsed members 11% 8% 12
1 year after expiration 20% 14% 20%
2 years after expiration 13% 7% 14%
3 years after expiration 10% 4% 9%
4 to 5 years after expiration 6% 3% 2%
6 or more years after expiration 3% 3% 1%
We continue indefinitely to contact lapsed members 23% 46% 32%
Not sure 6% 9% 4%
Other 7% 7% 6%
REINSTATEMENT

Data Deep Dive
Going back further than would be
expected on previous members.
We've had respectable success
going back more than 5 years on
expired members to try to
reacquire them.
36
Our most successful direct mail campaigns are reinstatements.
We send our very highly-regarded magazine with a wrap that says
"We want you back". Response rates are often 4-6%, and we recently
did an A/B split where we offered a 1-hour DVD of one of our CLE
sessions, to half of the recipients. Response was 50% higher among
prospects who were offered the DVD.”

ADDITIONAL KEY POINTS
Social Media
E-mail
Changing Models
Dues
37

38
Individual
(n = 341)
Trade
(n = 196)
Combination
(n = 214)
Facebook 91% 81% 94%
Twitter 87% 82% 86%
LinkedIn (Public) 60% 68% 61%
YouTube 56% 58% 52%
LinkedIn (Association Members Only) 36% 35% 34%
Association Blog 24% 26% 32%
Google + 22% 13% 20%
Private Association Social Network 17% 11% 13%
Pinterest 15% 10% 18%
Association Listserv 13% 13% 15%
Flickr 11% 13% 14%
Wikis 3% 3% 2%
Ning/Groupsite 0% 2% 2%
None—we don’t use social media 2% 2% 0%
Other 8% 6% 7%
SOCIAL MEDIA USED BY ASSOCIATION

39
86%
26%
16%
10%
9%
2%
1%
6%
78%
20%
18%
9%
12%
3%
3%
11%
86%
31%
12%
7%
11%
1%
4%
8%
Communication and engagement with
site users
Recruitment of new members for your
organization
Influencing key opinion formers through
their social media accounts
To take part in the online debate of
specific issues
Information gathering
Crisis communication
We have no specific objective
Not sure
Individual (n = 332)
Trade (n = 190)
Combination (n = 204)
PRIMARY USE OF SOCIAL MEDIA IS TO…

40
We noticed for those who participate in our
online community - we have a 3% increase
in our renewal rates.
Online communities do best when the
volunteer leader actively serves up
content or stimulates the
conversation. When the volunteer
loses time to engage the community,
we see the community slowly get quiet
and inactive… None of our
communities have reached a tipping
point of being self-sustaining. Staff or
volunteer intervention is required to
keep the community active…
Data Deep Dive

41
TRADE INDIVIDUAL COMBINATION
Very
frequently
Often
Very
frequently
Often
Very
frequently
Often
Generating awareness for your
association
37% 34% 36% 40% 33% 40%
Providing association news 31% 38% 38% 36% 35% 39%
Promoting association events 39% 38% 41% 37% 45% 31%
Providing industry-related
information
35% 33% 31% 31% 36% 33%
TOP TACTICS USES OF SOCIAL MEDIA BY ASSOCIATION TYPE
Open End Question
What goals do you hope to accomplish using your online community?
42% of respondents (n=336) indicated the goal to be “better/increased
engagement.”

42
79%
42%
26%
15%
5%
7%
71%
40%
18%
22%
4%
5%
80%
42%
21%
18%
4%
4%
Number of followers, likes, or fans
Response from target audience (e.g., to
the announcement of specific events or
press releases)
Analysis of comments made by other
social media users
We don't measure the impact
Social listening research conducted by
an independent company
Other
Individual (n = 323)
Trade (n = 187)
Combination (n = 199)
HOW DO YOU MEASURE YOUR SOCIAL MEDIA IMPACT?

Individual Trade Combination
Association news/newsletters 34% 31% 29%
Membership acquisition campaigns 24% 21% 20%
Membership renewal campaigns 39% 51% 38%
Meetings/conferences marketing 33% 35% 30%
43
AVERAGE OPEN RATE FOR EMAILS

44
Individual
(n = 315)
Trade
(n = 195)
Combination
(n = 194)
Less than 1 1% -- 3%
1 17% 20% 15%
2 21% 12% 19%
3 21% 21% 23%
4 8% 12% 12%
5 10% 12% 12%
6 3% 4% 4%
7 5% 6% 4%
8 4% 3% 1%
9 1% 3% 1%
10 or more 10% 7% 7%
Mean 4.41 4.43 3.85
Median 3.00 3.00 3.00
EMAILS PER WEEK

45
18%
82%
n = 914
Yes No
HAS YOUR ASSOCIATION MADE A CHANGE
TO A COMBINATION MEMBERSHIP WITHIN THE PAST YEAR?

46
ANNUAL DUES
BASIC ANNUAL MEMBERSHIP DUES
Individual
(n = 298)
Trade
(n = 78)
Combination
(n = 135)
Under $50 9% 3% 10%
$50 to $99 13% 3% 11%
$100 to $149 16% 3% 15%
$150 to $199 15% 6% 18%
$200 to $299 15% 5% 18%
$300 to $399 13% 9% 14%
$400 to $499 8% 14% 4%
$500 to $749 6% 10% 3%
$750 to $999 2% 6% 4%
$1000 and over 3% 41% 4%
We have a sliding scale 9% 57% 29%
Individual
(n = 298)
Trade
(n = 78)
Combination
(n = 135)
Mean $302 $3,796 $351
Median $193 $673 $195

47
Individual
(n = 329)
Trade
(n = 189)
Combination
(n = 193)
2015 or plan to this year 24% 39% 26%
2014 20% 16% 30%
2013 10% 8% 12%
2012 9% 8% 8%
2011 5% 3% 5%
2010 5% 3% 3%
2009 5% 4% 2%
2008 7% 3% 5%
Other year 14% 16% 9%
LAST DUES INCREASE

48
DUES
AVERAGE PERCENTAGE MEMBERSHIP DUES INCREASE
Individual
(n = 261)
Trade
(n = 143)
Combination
(n = 150)
0% 1% 1% --
1% to 2% 16% 15% 14%
3% to 5% 36% 38% 36%
6% to 10% 23% 19% 30%
11% to 15% 10% 8% 7%
16% to 20% 5% 6% 7%
21% to 25% 2% 3% 1%
26% to 30% 3% 3% 2%
31% to 35% 1% -- --
36% to 40% 2% 2% --
More than 40% 1% 4% 2%
MEMBERSHIP DUES INCREASE
Individual
(n = 295)
Trade
(n = 175)
Combination
(n = 186)
Annually 22% 33% 22%
Every other
year
6% 3% 9%
As needed 63% 57% 57%
Never 8% 7% 13%
Other -- -- --

Data Deep Dive
You've got to spend money to
recruit new members and to retain
current members. You cannot
expect to come out ahead the
first or second year.
In fact, it may take two to three
years or more before you reap the
benefits of your efforts.
49

Questions & Answers
Vice President, MGI
703.706.0358
Erik@MarketingGeneral.com
Director of Research, MGI
703.706.0373
Awasserman@MarketingGeneral.com
50

Thank You
Vice President
703.706.0358
Erik@MarketingGeneral.com
Director of Research
703.706.0358
AWasserman@MarketingGeneral.com
Pictures by Julia Goswick
Theme Song, When I Held You Tight, written & performed by Erik Schonher, copyright 2014

2015 MMBR Webinar FINAL

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