Benchmark Membership Marketing Survey

Presented by

Tony Rossell

How does your association compare ?

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Membership Survey Background

• Goal: Gain benchmarking insights in key areas of membership.

• Ask respondents to report on practices and define what is most effective

• Cross tabulation: Compares practices of high member recruitment, retention, and growth associations.

This research presents correlations not predictions.

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Most Associations Report Membership Growth

Percentage Change

One Year Change in Membership

Five Year Change in Membership

Over +10% 8% 26%

+1 to 10% 37% 34%

No Change 16% 8%

- 1 to 10% 27% 16%

Over -10% 8% 11%

Not Sure 5% 5%

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Recruitment Up

Percentage Change

Change in Membership Recruitment

Over +10% 12%

+1 to 10% 37%

No Change 22%

- 1 to 10% 15%

Over -10% 6%

Not Sure 9%

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2009 Membership Study

What channels are most effective?What offers are most effective?How do the high renewal groups onboard new members?What renewal tactics get high

renewal rates?What lapsed member practices correlate

with membership growth?

How do they do it?

6Copyright 2009, Marketing General Incorporated

Membership Lifecycle

Awareness

Recruitment

Engagement

Renewal

Reinstatement

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Best Membership Awareness Builders

Marketing Channel Rated Most Effective

Association Web Site 85%

Member Recommendations and WOMM

77%

Direct Mail 76%

Promotion at Own Conference 65%

Email 61%

Co-Worker/Colleague 54%

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Best Recruitment Channels

Marketing Channel Rated Most Effective

Direct Mail 46%

Member get a Member and WOMM

32%

Email 24%

Promotion at Own Conference

15%

Personal Sales 11%

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Best Recruitment Offers

Marketing Offers Rated Most Effective

First-Year Dues Discount 25%

Conference or Convention Discount

17%

Free Trial 9%

Member Referral Incentives (Given to Member)

8%

Free Gifts or Premiums 7%

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Top Reasons Members Join

1) Access to specialized Information2) Network with others in the field3) Connect with Others in the field4) Obtain Discounts on Product or Meeting Purchases5) Learn Best Practices in Profession6) Continuing Education7) Advance their Position

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New Member Engagement

1) Mailed Welcome Kit2) Email Welcome3) Membership Card or

Certificate4) Volunteer or Staff Welcome Call5) Invite to Chapter Meeting6) New Member Survey7) In-Person New Member Reception8) Special Discounts on purchases9) Custom New Member Email Follow-Up10) New Member Newsletter

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New Member Engagement

Associations with over 80% Renewal Rate

Associations with under 80% Renewal Rate

Mailed Welcome Kit Member Card or Certificate

New Member Survey New Member Newsletter

Volunteer or Staff Welcome Call

Telemarketing Welcome Call

In Person New Member Reception

Invite to Chapter Meeting

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Association Renewal Rates

Renewal Rate % of Respondents

Under 60% 7%

60 to 69% 8%

70 to 79% 17%

80 to 89% 39%

Over 90% 29%

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Top Reasons Members DO NOT Renew

1. Too Expensive

2. Employer Won’t OR Stopped Paying Dues

3. Lack of Perceived Value

4. Forgot to Renew

5. Retirement

6. Lost Job

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Continuing Renewal Contact

When do you stop renewal efforts?

Renewal Rate Less than 80%

Renewal Rate More than 80%

On Expiration 3% 2%

One Month 12% 8%

Two Months 16% 11%

Three Months 26% 18%

Four Months 9% 15%

Over Four Months 17% 18%

Do Not Stop 14% 26%

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Length of “Gracing” Members

Grace Services After Expire

Renewal Rate Less than 80%

Renewal Rate More than 80%

On Expiration 25% 19%

One Month 22% 12%

Two Months 19% 13%

Three Months 20% 28%

Four Months 4% 13%

Over Four Months 5% 13%

Not Sure 5% 2%

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Continuing Reinstatement Efforts

When do you stop Reinstatement Efforts?

On Expiration 8%

One Year After 25%

Two Years After 13%

Three Years After 6%

Four to Ten Years 7%

Do Not Stop 30%

Other 13%

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Practical Research Implications

• Awareness– Build your share of database. Get permission to

stay in touch

• Recruitment– Multiple channels, offers, and messages are

effective to get new members. But some are better than others.

• Engagement– Make a Personal Connection to successfully

onboard a new member.

• Renewal– Don’t let members leave because they “forgot” to renew. Use

frequency, benefits, and time to campaign for the renewal vote.

• Reinstatement– Never give up. Former Members are more likely to come back than

new members are to join.

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2009 Membership Study

What channels are most effective?What offers are most effective?How do the high renewal groups onboard new members?What renewal tactics get high

renewal rates?What lapsed member practices correlate

with membership growth?

How do they do it?

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Tony Rossell

Tony serves as the senior vice president of Marketing General, Inc., an Alexandria, Virginia-based firm that specializes in membership marketing solutions for associations.

A frequent write and speaker on marketing topics, Tony is a contributing author to two books, Membership Marketing (ASAE 2000) and Membership Essentials (ASAE 2008). He writes the Membership Marketing Blog.

Contact Tony at 703-706-0360 or Tony@marketinggeneral.com.