This report provides membership marketing data from over 230 trade associations. It finds that 49% of associations reported an increase in membership over the past year. The top reasons members join trade associations are networking and advocacy. Word-of-mouth and personal sales calls are the most effective recruitment channels. 44% of associations reported no change in member renewal rates over the past year, with over half having a 90% or higher renewal rate. The biggest challenges to growing membership are communicating value and overcoming negative perceptions of the association.

1. 2015 Membership Marketing Benchmarking Report
Trade Associations
Special Report
Prepared by
Research Department

2. Introduction
1
The data in this report are taken from the 2015 MGI Membership Marketing Benchmarking Report. Over
900 associations participated in this year’s study, providing the strategies and tactics they use to recruit
members, engage new members, renew existing members, and reinstate former members.
This special report provides a breakdown of membership marketing trends from over 230 Trade
Associations.
Our hope is that the information contained in this report will enable the readers to compare the
performance of their membership marketing strategies and tactics with other Individual Member
Organizations.
We appreciate the opportunity to provide this special report to you, and we encourage you to consider
reviewing the other drill down reports available.
- Erik Schonher
MGI Research Team
(703) 706-0358

3. Table of Contents
Section/Question Page
ASSOCIATION STATISTICS 3
How has your membership changed in the past ONE YEAR period? 4
What was the percentage change in your entire membership over the past ONE YEAR period? 5
Over the past FIVE YEARS, how has the total percentage of your membership changed? 6
What do you estimate has been the total percentage change in your membership over the past FIVE YEARS? 7
AWARENESS AND RECRUITMENT (ACQUISITION) 8
In the past ONE YEAR, how has your NEW member acquisition changed? 9
What was the percentage change in your NEW member acquisition? 10
What do you believe is the ONE TOP reason members JOIN your organization? 11
What recruitment marketing channels get your organization the most new members? 12
ENGAGEMENT, RENEWAL, REINSTATEMENT (RETENTION) 13
In the past ONE YEAR, how has your member renewal rate changed? 14
What was the percentage change in your member RENEWAL rate over the past year? 15
What is your overall membership renewal rate? 16
CHALLENGES AND GOALS 17
What do you believe are the top reasons members DO NOT renew their membership in your organization? 18
What are your organization’s TOP THREE biggest challenges to growing membership? 19
What are your association’s top membership goals? 20
2

4. 3
ASSOCIATION STATISTICS

5. Change in Membership Over Past One Year
By Size
Change in Membership Over Past One Year—
Compressed
4
49%
27%
22%
2%
Increased
Remained the same
Decreased
Not sure
n = 232
How has your membership changed in the past ONE YEAR period?
Regardless of size, participants are most likely to report that their membership
has increased in the last year.
MEMBERSHIP CHANGE IN PAST YEAR
Less than
1,000
(n=168)
1,000 or more
(n=58)
Increased 45% 57%
Decreased 23% 21%
Remained the same 30% 21%
Not sure 2% 2%
• Participants from larger trade associations are more likely than those from smaller
associations to indicate that their membership has increased over the last year
(57% vs. 45%).
Red = top percentage per column

6. 52% of participants from trade associations indicate that their association has
increased between 1% and 5% over the past year.
5
What was the percentage change in your entire membership over the past ONE YEAR period?
PERCENTAGE INCREASED IN MEMBERSHIP OVER
PAST YEAR
Trade
(n = 104)
Mean % Increased* 8%
Median % Increased 5%
Increased 1% to 5% 52%
Increased 6% to 10% 31%
Increased 11% to 25% 13%
Increased 26% to 50% 4%
Increased more than 50% --
*Means are influenced by high and low numbers in the data set.
PERCENTAGE DECREASED IN MEMBERSHIP OVER
PAST YEAR
Trade
(n = 49)
Mean % Decreased* 6%
Median % Decreased 5%
Decreased 1% to 5% 63%
Decreased 6% to 10% 24%
Decreased 11% to 25% 12%
Decreased 26% to 50% --
Decreased more than 50% --
*Means are influenced by high and low numbers in the data set.

7. Change in Membership Over Past Five Years
by Size
Change in Membership Over Past Five Years—
Compressed
6
51%
14%
30%
5%
Increased
Remained the same
Decreased
Not sure
n = 229
Over the past FIVE YEARS, how has the total percentage of your membership changed?
CHANGE IN MEMBERSHIP OVER PAST FIVE YEARS
Less than
1,000
(n=167)
1,000 or more
(n=56)
Increased 52% 52%
Decreased 28% 30%
Remained the same 16% 11%
Not sure 4% 7%
Both small and large trade associations are equally likely to report that their
membership has increased over the last five years (52%).
• 30% of participants from trade associations with over 1,000 members indicate
that their membership has decreased over the last five years.
Red = top percentage per column

8. 7
What do you estimate has been the total percentage change in your membership over the past FIVE YEARS?
PERCENTAGE INCREASED IN MEMBERSHIP OVER
PAST FIVE YEARS
Trade
(n = 105)
Mean % Increased* 27%
Median % Increased 14%
Increased 1% to 5% 25%
Increased 6% to 10% 16%
Increased 11% to 25% 35%
Increased 26% to 50% 12%
Increased more than 50% 11%
*Means are influenced by high and low numbers in the data set.
PERCENTAGE DECREASED IN MEMBERSHIP OVER
PAST FIVE YEARS
Trade
(n = 61)
Mean % Decreased* 14%
Median % Decreased 10%
Decreased 1% to 5% 26%
Decreased 6% to 10% 30%
Decreased 11% to 25% 34%
Decreased 26% to 50% 7%
Decreased more than 50% 3%
*Means are influenced by high and low numbers in the data set.
35% of participants from trade associations indicate that their association has
increased between 11% and 25% over the past five years.

9. 8
AWARENESS AND RECRUITMENT
(ACQUISITION)

10. Change in New Member Acquisition Over Past Year
By Size
Change in New Member Acquisition Over Past
Year— Compressed
9
45%
30%
17%
8%
Increased
Remained the same
Decreased
Not sure
n = 217
In the past ONE YEAR, how has your NEW member acquisition changed?
47% of participants from trade associations with fewer than 1,000 members say
that their new member acquisition has increased over the past year.
CHANGE IN NEW MEMBER ACQUISITION
Less than
1,000
(n=162)
1,000 or more
(n=55)
Increased 47% 40%
Decreased 17% 15%
Remained the same 28% 36%
Not sure 7% 9%
• 36% of participants from larger trade associations report that their new member
acquisition has remained the same over the course of the last year.
Red = top percentage per column

11. 10
What was the percentage change in your NEW member acquisition?
PERCENTAGE INCREASED IN NEW MEMBER ACQUISITION
OVER PAST YEAR
Trade
(n = 95)
Mean % Increased* 17%
Median % Increased 10%
Increased 1% to 5% 38%
Increased 6% to 10% 29%
Increased 11% to 25% 14%
Increased 26% to 50% 13%
Increased more than 50% 6%
*Means are influenced by high and low numbers in the data set.
PERCENTAGE DECREASED IN NEW MEMBER
ACQUISITION OVER PAST YEAR
Trade
(n = 33)*
Mean % Decreased* 13%
Median % Decreased 7%
Decreased 1% to 5% 45%
Decreased 6% to 10% 18%
Decreased 11% to 25% 24%
Decreased 26% to 50% 9%
Decreased more than 50% 3%
*Means are influenced by high and low numbers in the data set.
38% of participants from trade associations indicate that their new member
acquisition has increased between 1% and 5% over the past year.

12. Participants from small and large trade associations indicate that the top reasons
for joining their association are networking with others in the field and advocacy.
11
What do you believe is the ONE TOP reason members JOIN your organization?
TOP REASON FOR JOINING ORGANIZATION
Less than
1,000
(n=154)
1,000 or
more
(n=50)
Networking with others in the field 35% 18%
Advocacy 14% 22%
Access to specialized and/or current
information
10% 14%
Discounts on product or meeting
purchases
5% 4%
Conferences/trade shows 5% 12%
Learning best practices in their
profession
4% 6%
Accreditation or certification 3% --
Members-only education 3% --
Access to industry benchmark studies 3% --
Continuing education 2% 4%
Advancing their position 2% --
Association publications 2% --
Access to industry thought leaders 2% 2%
Insurance (affinity programs) 1% 6%
Prestige of belonging to the association 1% 3%
Required to gain or maintain professional
certification
1% --
Job board 1% --
Not sure 1% --
Other 9% 6%
Red = top two percentages per column

13. The primary recruitment marketing channel for both small and large trade
associations is word-of-mouth recommendations.
12
What recruitment marketing channels get your organization the most new members? You may select up to THREE
choices.
RECRUITMENT MARKETING CHANNELS
Less than
1,000
(n=154)
1,000 or
more
(n=51)
Word-of-mouth recommendations 59% 43%
Personal sales calls 38% 24%
Association website 21% 22%
Cross-sell to non-members who buy your products or attend your
conferences
20% 26%
Association-sponsored events 20% 8%
Email 18% 31%
Local events/meetings 16% 8%
Promotion to/at your own conferences/trade shows 16% 18%
Direct mail 12% 22%
Exhibiting at other conferences 12% 14%
Chapters 3% 12%
Association-sponsored social networking websites (e.g., Facebook,
LinkedIn)
3% 2%
Promotional incentives 3% 10%
Free membership offered with a non-member meeting registration 3% 2%
Content marketing 3% 4%
Accreditation promotion 3% 2%
Public relations 3% 6%
Telemarketing 3% 8%
Search engines (organic) 2% 6%
Advertising in your own publications 1% 2%
Advertising in outside publications 1% 2%
Search engine ads (paid or pay-per-click) 1% 4%
Paid banners on other websites 1% --
Radio or TV -- --
Other 6% 4%
Red = top three percentages per column

14. 13
ENGAGEMENT, RENEWAL, REINSTATEMENT
(RETENTION)

15. Change in Renewal Rate Over Past Year
By Size
Change in Renewal Rate Over Past Year—
Compressed
14
n = 221
In the past ONE YEAR, how has your member RENEWAL rate changed?
44% of participants from trade associations with less than 1,000 members
report that their member renewal rate has not changed over the past year.
CHANGE IN MEMBER RENEWAL RATE OVER PAST YEAR
Less than
1,000
(n=161)
1,000 or
more
(n=54)
Increased 21% 33%
Decreased 27% 24%
Remained the same 44% 35%
Not sure 8% 7%
• 35% of participants from trade associations with more than 1,000 members
indicate that their member renewal rate remained the same, while one-third say
their renewal rate has increased.
23%
42%
27%
8%
Increased
Remained the
same
Decreased

16. Of those who reported increases in their member renewal rate, 74% say it
increased between 1% and 5%.
15
What was the percentage change in your member RENEWAL rate over the past year?
PERCENTAGE INCREASED IN MEMBER RENEWAL RATE
OVER PAST YEAR
Trade
(n = 50)
Mean % Increased* 9%
Median % Increased 3%
Increased 1% to 5% 74%
Increased 6% to 10% 10%
Increased 11% to 25% 10%
Increased 26% to 50% 2%
Increased more than 50% 4%
*Means are influenced by high or low numbers in the data set.
PERCENTAGE DECREASED IN MEMBER RENEWAL RATE
OVER PAST YEAR
Trade
(n = 54)
Mean % Decreased* 9%
Median % Decreased 5%
Decreased 1% to 5% 65%
Decreased 6% to 10% 22%
Decreased 11% to 25% 9%
Decreased 26% to 50% --
Decreased more than 50% 4%
*Means are influences by high or low numbers in the data set.

17. 16
OVERALL MEMBERSHIP RENEWAL
RATE
(n = 197)
Mean 87%
Median 90%
2%
1%
1%
10%
34%
53%
Under 50%
50 - 59%
60 - 69%
70% - 79%
80 - 89%
90% or higher
n = 197
Overall Membership Renewal Rate
What is your overall membership renewal rate (%)?
More than half of participants indicate that their overall membership renewal
rate is 90% or higher.

18. 17
CHALLENGES AND GOALS

19. Participants from trade associations with less than 1,000 members report that the top reason
members do not renew their membership is lack of engagement with the organization (51%).
18
What do you believe are the top reasons members DO NOT renew their membership in your organization? You may
select up to THREE choices.
TOP REASONS FOR NOT RENEWING MEMBERSHIP
Less than
1,000
(n=146)
1,000 or
more
(n=45)*
Lack of engagement with the organization 51% 47%
Budget cuts/economic hardship of company 45% 38%
Could not justify membership costs with any significant ROI 44% 40%
Company closed or merged 42% 49%
Lack of value 19% 18%
Left the field, industry, or profession 15% 22%
Too expensive 11% 11%
Forgot to renew 8% 16%
Lack of relevance 6% 2%
Disappointment with the benefits/services 6% 7%
Employer won’t pay or stopped paying dues 3% 7%
Retirement 3% 7%
Can get materials from other members/other sources 3% 7%
Moved 3% --
Student memberships do not convert to full memberships 1% --
Lost job 1% --
Switch to competitor 1% 2%
Disagree with advocacy position of the association 1% 4%
Poor customer service 1% 2%
Not sure 1% --
Other 7% 9%
Red = top three percentages per column
*Small samples can inflate percentages.

20. Participants from trade associations with more than 1,000 members indicate that their top
challenges are difficulty in communicating value, perception of the association, and insufficient
staff.
19
What are your organization's TOP THREE biggest challenges to growing membership?
TOP THREE BIGGEST CHALLENGES FOR GROWING MEMBERSHIP
Less than
1,000
(n=145)
1,000 or
more
(n=45)*
Difficulty in communicating value 33% 31%
Insufficient staff 23% 24%
Industry consolidation/industry shrinkage 22% 18%
Competitive association(s) or sources of information 19% 18%
Membership too diverse; difficulty meeting needs of different
segments
19% 11%
Economy/cost of membership 18% 16%
Declining member/employer budgets 16% 16%
Perception of the association and/or its culture (i.e., old boy’s
network, not specialized enough)
15% 31%
Lack of a strategy or plan 15% 18%
Limited or very specific members 15% --
Difficulty identifying prospects 13% 16%
Lack of marketing expertise 12% 2%
Insufficient budget 11% 4%
Weak product or service offerings 8% 11%
Inadequate association management database 7% 16%
Difficulty attracting and/or maintaining younger members 6% 9%
Market saturation 6% 9%
Inadequate research to understand market 5% 9%
Changing demographics of industry/fewer young people in
industry
4% 9%
Difficulty in converting student memberships to regular
memberships
1% 9%
Lack of integration between national and chapters 1% 7%
Misalignment of goals between board and executive staff 1% --
Other 7% 2%
Red = top three percentages per column
*Small samples can inflate percentages.

21. Three-quarters of participants report that their associations’ top goals are increasing
member engagement, while 70% cite increasing membership acquisition.
20
What are your association's top membership goals? You may select up to THREE choices.
ASSOCIATIONS’ TOP GOALS
Less than
1,000
(n=145)
1,000 or
more
(n=45)*
Increasing member engagement 75% 71%
Increasing membership acquisition 70% 60%
Increasing membership retention 52% 51%
Increasing non-dues revenue from members
(attendance at conferences, purchase of
services/education, etc.)
32% 31%
Increasing dues revenue 25% 24%
Increase understanding of member needs 23% 33%
Increasing member diversity 6% 16%
Other 3% --
• Likewise, participants from trade associations with more than 1,000 members
indicate that increasing member engagement and increasing membership
acquisition are top goals for their association.
Red = top two percentages per column
*Small samples can inflate percentages.

22. Thank you.
For more information about this report or to discuss the research and marketing
services provided by Marketing General Incorporated, contact…
Erik Schonher
Vice President
Erik@MarketingGeneral.com
(703) 706-0358
21