Small Membership Survey Highlights

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Since Wild Apricot’s goal is to help small associations and non-profits build websites, connect with supporters, and grow and manage their membership, we conducted a survey to gain insight into the world of the volunteers and staff of small membership organizations.

We believe the survey findings provide a wealth of benchmarking information that can help small organizations see where their group fits within their universe, and offers a “snapshot” of the the small membership organization.

Small Membership Survey Highlights

  1. 1. Survey HighlightsFor more information, visitwildapricot.com/membership-insight-survey
  2. 2. Small Membership Insight Survey – What’s it all about?Since Wild Apricot’s goal is to help smallassociations and non-profits build websites,connect with supporters, grow and manage theirmembership, we wanted to gain more insightinto their world.We conducted an online own survey to find outabout who manages these organizations day-to-day, funding sources and much more. Wewanted to know: does size matter and if so, how?Our survey findings offer insight about small,volunteer-led organizations, as well asbenchmarking information for the staff andvolunteers of small organizations.For more information, visitwildapricot.com/membership-insight-survey
  3. 3. Who participated in our survey? Here is a snapshot of our 559 survey respondents: • 63.7% are (unpaid) volunteers • More than 40% are in leadership roles (e.g., President/Board Chair - 22.7%; Executive Director -20.4%) • Just over 50% represented associations • 82.2% of respondents were based in the United States, with the remainder mainly from Canada, the UK and AustraliaFor more information, visitwildapricot.com/membership-insight-survey
  4. 4. What does a typical “small” membership organization look like? Based on our survey data, a typical small membership organization… • Has fewer than 500 members • Is volunteer-led • Is staffed by 1 full or part-time stafferFor more information, visitwildapricot.com/membership-insight-survey
  5. 5. Portrait of a small membership organization Our survey data suggests a typical small membership organization… • Has non-profit status • Is a stand-alone organization • Has a local or regional membership reach • Has an annual budget less than $50,000For more information, visitwildapricot.com/membership-insight-survey
  6. 6. Budgets and funding sources Here’s a snapshot of the financial status of the small membership organizations who participated in our survey: • Budgets: 61.5% have an annual budget less than $50,000 • Membership growth patterns: More than 75% reported membership levels stayed the same or increased 10-50% in the last yearFor more information, visitwildapricot.com/membership-insight-survey
  7. 7. Budgets and funding sources • Income sources: 63.5% reported membership fees as a “critical source” of income; followed by events (34%), fundraising (21.8%), and sponsorship / advertising (17.5%) • Membership fees: 54.6% had basic membership fees of $21.00-$99.00For more information, visitwildapricot.com/membership-insight-survey
  8. 8. Top priorities The three top priorities for small organizations are: • Increasing membership (27.7%) • Increasing member engagement (22.1%) • Demonstrating member value (15%)For more information, visitwildapricot.com/membership-insight-survey
  9. 9. Reasons members join and Programs & services offeredTop 3 reasons members join:• Networking (77.1%)• Member education/professional development (71.3%)• Learning best practices in their profession/field (43.7%)Top 3 program & service categories:• Networking events (66.8%)• Member education/professional development (64.9%)• Information/publications/books (44.1%) For more information, visit wildapricot.com/membership-insight-survey
  10. 10. Who manages small membership organizations day-to-day? • Volunteer only - 53.4% • Staff only - 23.3% • Combination of volunteer & staff - 23.3% Staffing levels: • 30% had 1 part-time staff • 23.4% had 1 full-time staff • 11% had 2 part-time staff • 11% had 3-5 part-time staffFor more information, visitwildapricot.com/membership-insight-survey
  11. 11. Small membership communicationsFor more information, visitwildapricot.com/membership-insight-survey
  12. 12. Small membership communications• Top 3 tools for communicating with • Recruitment channels: existing members: – websites - 92% – email - 97.3% – word-of-mouth - 89.4% – websites - 63.2% – email - 65% – newsletters/magazines - 58.7% • Social media use: – 54.5% use social media for member• Top 3 channels for renewal efforts: communications – email - 85.4% – Recruitment: – websites -70% • 50% use Facebook for recruitment – direct mail - 38.3% • 25% use Twitter • 19.2% use LinkedIn For more information, visit wildapricot.com/membership-insight-survey
  13. 13. Want additional insight into small membership organizations? You can download the full Small Membership Insights Survey Report here: http://www.wildapricot.com/membership-insight-survey/For more information, visitwildapricot.com/membership-insight-survey

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