The 2017 Membership Marketing Benchmarking Report continues to highlight the growth and resilience for membership associations, as many more associations are reporting an increase in their membership (46%) compared to those citing a membership decline (25%). While associations are facing both external and internal challenges, successful associations are engaging members with new products and services that deliver what members want, when they want it. Important topics covered in this edition of the report include: · The five-year association membership growth trends. · The biggest challenges reported in growing membership. · The average and median renewal rates for associations. · The top reasons for members joining. · The top reasons for members not renewing. · The communication methods to engage new members. · The most popular social media used by associations. · The number of email contacts per week and open rates. · The frequency and amount of dues increases.

1. 1
Tony Rossell
Senior Vice President
and
Matt Kerr
Market Research Analyst

2. 2
Principal Findings

3. 3
MEMBERSHIPCHANGEIN PASTYEAR
Total
(n = 1,005)
Individual
(n = 460)
Trade
(n = 312)
Combination
(n = 233)
Increased 46% 48% 45% 46%
Decreased 25% 25% 23% 28%
Remained the same 28% 27% 32% 24%
Not sure 1% 1% <1% 2%
Membership Change
• Overall, close to half of associations report increases in membership over the past
year (46%). This trend is visible across the board, as all types of organizations are
most likely to report that membership has increased.

4. 4
CHANGEIN MEMBERSHIPOVERPASTFIVEYEARS
Total
(n = 995)
Individual
(n = 455)
Trade
(n = 311)
Combination
(n = 229)
Increased 50% 50% 52% 49%
Decreased 30% 31% 27% 33%
Remained the same 15% 15% 18% 11%
Not sure 5% 4% 4% 7%
Five Year Membership Change
• 50% of associations report that their membership over the past five years has increased,
on par with findings from 2016.

5. 5
Membership Change Over the Years
CHANGEIN MEMBERSHIPOVERPASTFIVEYEARS
Increased Decreased
Remained
the Same
Not Sure
2017 50% 30% 15% 5%
2016 51% 31% 14% 5%
2015 49% 31% 16% 4%
2014 54% 33% 10% 5%
2013 54% 36% 7% 2%
2012 52% 34% 9% 5%
2011 51% 38% 9% 4%
2010 57% 30% 8% 5%
• These long-term membership increases challenge the narrative put forth by
some that membership as a product and professional and trade associations as a
category are in decline.

6. 6
First-Year Member Retention
RENEWAL RATE FOR FIRST-YEAR MEMBERS
Total
(n = 562)
Individual
(n = 224)
Trade
(n = 209)
Combination
(n = 129)
Mean 71% 64% 80% 68%
Median 74% 64% 84% 70%
• The median overall renewal rate for new members is 74%, the same as in
2016. So the challenge remains – especially for IMO’s -- to engage and retain
new members.

7. 7
OVERALLMEMBERSHIPRENEWALRATE
Total
(n = 810)
Individual
(n = 346)
Trade
(n = 269)
Combination
(n = 195)
Mean 81% 77% 88% 79%
Median 84% 80% 89% 82%
Member Retention
• Renewal rates from our benchmarking research have remained remarkably
stable over the years meaning the engine for membership growth continues
to be new member acquisition.

8. 8
CHANGEIN NEWMEMBERACQUISITION OVERPASTYEAR
Total
(n = 956)
Individual
(n = 440)
Trade
(n = 293)
Combination
(n = 223)
Increased 45% 47% 45% 43%
Decreased 13% 14% 11% 13%
Remained the same 36% 31% 41% 39%
Not sure 6% 9% 3% 5%
Member Acquisition
• Associations reporting increases in new members over the past year are also
significantly more likely to show increases in overall membership, increases in their five
year membership numbers, and increases in their member renewals.

9. 9
Our Most Common Questions

10. 10
2017 Report: Statistics
2017 Benchmarking
Research
• 9th Consecutive Year
• 17,381 invitations
• 1,170 participating
association executives
• 7% response rate
• The report highlights
correlations and does not
necessarily mean
causation

11. 11
Membership Dues Increase
MEMBERSHIP DUES INCREASE
Total
(n = 777)
Individual
(n = 341)
Trade
(n = 242)
Combinatio
n
(n = 194)
Annually 25% 22% 29% 24%
Every other year 7% 7% 6% 8%
As needed 51% 53% 47% 50%
Other 11% 11% 13% 8%
Never 7% 7% 6% 10%
• Half of all associations (51%) raise membership dues as necessary,
with another 25% raising them on an annual basis.

12. 12
Membership Dues Increase
AVERAGEPERCENTAGEOF INCREASEIN MEMBERSHIPDUES
Total
(n = 562)
Individual
(n = 252)
Trade
(n = 176)
Combination
(n = 134)
Mean 9% 10% 7% 9%
Median 5% 6% 4% 5%
1%to 10% 77% 71% 84% 79%
11%to 20% 14% 18% 11% 10%
21%to 30% 4% 5% 2% 5%
31%to 40% 2% 3% 2% 2%
41%to 50% 2% 2% 1% 2%
51%to 60% 1% 0% 1% 1%
61%to 70% - - - -
71%to 80% - - - -
81%to 90% <1% <1% - -
91%to 100% <1% - 1% 1%

13. 13
International Membership
PERCENTAGEOF INTERNATIONALMEMBERS
Total
(n = 149)
Individual
(n = 79)
Trade
(n = 32)
Combination
(n = 38)
Mean 12% 10% 17% 12%
Median 5% 4% 8% 5%
0% 1% 1% - -
1%to 10% 67% 68% 66% 66%
11%to 20% 15% 11% 16% 21%
21%to 30% 7% 10% 3% 5%
31%to 40% 5% 6% 3% 3%
41%to 50% 2% 3% 3% -
51%to 60% 1% - - 3%
61%to 70% - - - -
71%to 80% 1% - 3% -
81%to 90% 2% - 6% 3%
91%to 100% - - - -

14. 14
CHAPTERMEMBERSHIP
Total
(n = 769)
Individual
(n = 339)
Trade
(n = 240)
Combination
(n = 190)
Yes, chapter membership is optional 23% 29% 11% 25%
Yes, chapter membership is mandatory 18% 27% 8% 16%
No 56% 41% 77% 57%
Our organization is a chapter 3% 4% 4% 1%
Chapters

15. 15
Reasons to Join
TOPREASONSMEMBERSJOIN ORGANIZATION
Total
(n = 843)
Individual
(n =364)
Trade
(n = 267)
Combination
(n = 212)
Networkingwith others in
the field
55% 49% 59% 59%
Continuingeducation 26% 32% 15% 29%
Access to specialized
and/ or current information
26% 22% 29% 28%
Learningbest practices in
their profession
22% 22% 21% 23%
Advocacy 21% 17% 33% 15%
Conferences/ trade shows 20% 16% 28% 18%
To support the mission of
the association
20% 22% 20% 18%
• For all associations, networking with others in the field is considered the
top reason that members join the organization (55%). This mirrors the
findings from 2016 and 2015.

16. 16
COMMUNICATION METHODSTOONBOARD NEWMEMBERS
Total
(n = 825)
Individual
(n = 360)
Trade
(n = 259)
Combination
(n = 206)
Email welcome 81% 84% 77% 80%
Mailed welcome kit 51% 51% 54% 48%
Membership card or certificate 47% 53% 34% 52%
Invite to use members-onlywebsite
sections
42% 36% 47% 47%
Onboarding New Members
• 51% of associations send a mailed welcome kit; this is down from 83% in 2009.

17. 17
Renewal Payment Options
TOPRENEWALOPTIONS
Total
(n = 526)
Individual
(n = 246)
Trade
(n = 155)
Combination
(n = 125)
Installment renewal payments
(monthly, quarterly)
42% 36% 59% 34%
Automatic annual credit card renewal 32% 43% 19% 28%
Multi-year renewals 31% 41% 16% 30%
Lifetime membership 23% 32% 7% 27%
Renewal bill-me 23% 17% 28% 27%
Early-renewal discounts 18% 18% 17% 18%
Automatic annual Electronic Funds
Transfer (EFT) renewals
15% 12% 20% 16%
Gift or premiums for renewal 8% 12% 6% 5%
• Automatic credit card renewals are popular across organizations of many
different sizes. 32% of all associations use this renewal feature, up from
29% in 2016.

18. 18
Challenges to Membership Growth

19. 19
TOPTHREEBIGGESTINTERNALCHALLENGESTOGROWINGMEMBERSHIP
Total
(n = 775)
Individual
(n = 339)
Trade
(n = 241)
Combination
(n = 195)
Difficultyin communicatingvalue or
benefits
37% 37% 40% 34%
Insufficient staff 30% 23% 39% 32%
Membership too diverse, difficulty
meetingneeds of different segments
23% 20% 24% 27%
Difficultyin provingROI 23% 17% 32% 20%
Difficultyidentifying/ contacting
prospects
21% 22% 20% 23%
Difficultyattractingand/ or maintaining
younger members
19% 26% 9% 20%
Internal Challenges to Growth
• IMOs are significantly more likely to be challenged in attracting and
maintaining younger members (26%), while trade organizations struggle
more with proving that their membership provides a tangible ROI (32%).
• Combination associations find it more difficult to meet the needs of a
diverse membership (27%).

20. 20
TOPTWOBIGGESTEXTERNALCHALLENGESTOGROWINGMEMBERSHIP
Total
(n = 776)
Individual
(n = 341)
Trade
(n = 241)
Combination
(n = 194)
Economy/ cost of membership 31% 34% 30% 27%
Competitive association(s) or sources of
information
30% 32% 26% 30%
Lack of brand awareness 29% 29% 26% 31%
Decliningmember/ employer budgets 25% 24% 22% 32%
Perception of the association and/ or its
culture
(i.e., old boy's network, not specialized
enough, etc.)
24% 25% 22% 26%
Industryconsolidation/ industry
shrinkage
19% 10% 36% 13%
External Challenges to Growth
• For trade organizations, the biggest external challenge is industry
consolidation/shrinkage (36%).

21. 21
Drivers of Resiliency and Growth

22. 22
Membership Generations
GENERATION GROUPS
Individual
(n =267)
Generation Z (born 1996 or later) 4%
Millennial (born 1980 to 1995) 17%
Generation X (born 1965 to 1979) 29%
Baby Boomers (born 1946 to 1964) 39%
Born 1945 or earlier 11%
• Associations reporting an increase in membership over the past year,
the past five years, and an increase in overall renewals are
significantly more likely to have a higher percentage of Millennials.

23. 23
Digital Recruitment Channels
DIGITALMARKETINGTOOLSTHATGETMOSTNEWMEMBERS
Total
(n = 240)
Individual
(n =115)
Trade
(n = 58)
Combination
(n = 67)
Association-sponsored
social networkingwebsites
(e.g., Facebook, LinkedIn)
56% 59% 64% 45%
Search engines (organic) 38% 34% 36% 45%
Facebook Paid Advertising 26% 30% 21% 24%
Search engine ads (pay-
per-click)
16% 16% 12% 21%
Lead generation content
marketing(White Papers)
15% 13% 19% 13%
Paid banners on other
websites
13% 14% 12% 10%
LinkedIn Paid Advertising 8% 9% 10% 6%

24. 24
Membership Engagement
71%
60%
54%
54%
54%
49%
46%
42%
41%
40%
37%
33%
31%
29%
25%
24%
27%
35%
41%
38%
39%
34%
48%
43%
52%
50%
55%
58%
64%
62%
63%
57%
2%
5%
4%
8%
8%
17%
6%
15%
7%
10%
8%
10%
5%
9%
13%
19%
Participation in your public social network
Participation in your private social network
Attendance of webinars
Number of members who acquire/maintain certification
Participation in your young professional program
Attendance at your annual conference/trade show
Number of visits to members-only section of website
Donations to your association foundation or PAC
Participation in your mentoring program
Attendance at your professional development meetings
Number of membership upgrades
Non-dues product purchases
Volunteerism with your organization
Non-dues service purchases
Purchase or maintain insurance
Book or directory purchases
Individual
Increased Stayed the Same Decreased

25. Tony Rossell
Senior Vice President
(703) 706-0360
Tony@marketinggeneral.com
Matt Kerr
Market Research Analyst
(703) 706-0364
mkerr@marketinggeneral.com
25
Questions and Answers

26. Thank You