How does your association’s membership marketing practices and performance compare to other associations? Marketing General, Inc. has just publicly released the final report of a Membership Marketing Benchmarking Survey on the tactics and strategies associations use to recruit members, engage new members, renew existing members, and reinstate former members. The Membership Marketing Benchmarking Report included over 500 participating association executives. Among the report\'s key findings are that nearly half of the associations surveyed continue membership growth; direct mail is the most effective channel for recruiting new members; offering a first-year dues discount is the most effective membership recruitment incentive; a highly personal approach to new member on-boarding helps retain new members; and continuing renewal contacts and services improves renewal rates.

1. Benchmark Membership Marketing Survey Presented by Tony Rossell How does your association compare?

3. Most Associations Report Membership Growth 5% 5% Not Sure 11% 8% Over -10% 16% 27% - 1 to 10% 8% 16% No Change 34% 37% +1 to 10% 26% 8% Over +10% Five Year Change in Membership One Year Change in Membership Percentage Change

4. Recruitment Up 9% Not Sure 6% Over -10% 15% - 1 to 10% 22% No Change 37% +1 to 10% 12% Over +10% Change in Membership Recruitment Percentage Change

6. Membership Lifecycle Copyright 2009, Marketing General Incorporated Awareness Recruitment Engagement Renewal Reinstatement

7. Best Membership Awareness Builders 61% Email 54% Co-Worker/Colleague 65% Promotion at Own Conference 76% Direct Mail 77% Member Recommendations and WOMM 85% Association Web Site Rated Most Effective Marketing Channel

8. Best Recruitment Channels 11% Personal Sales 15% Promotion at Own Conference 24% Email 32% Member get a Member and WOMM 46% Direct Mail Rated Most Effective Marketing Channel

9. Best Recruitment Offers 7% Free Gifts or Premiums 8% Member Referral Incentives (Given to Member) 9% Free Trial 17% Conference or Convention Discount 25% First-Year Dues Discount Rated Most Effective Marketing Offers

10. Top Reasons Members Join 1) Access to specialized Information 2) Network with others in the field 3) Connect with Others in the field 4) Obtain Discounts on Product or Meeting Purchases 5) Learn Best Practices in Profession 6) Continuing Education 7) Advance their Position

12. New Member Engagement Invite to Chapter Meeting In Person New Member Reception Telemarketing Welcome Call Volunteer or Staff Welcome Call New Member Newsletter New Member Survey Member Card or Certificate Mailed Welcome Kit Associations with under 80% Renewal Rate Associations with over 80% Renewal Rate

13. Association Renewal Rates 29% Over 90% 39% 80 to 89% 17% 70 to 79% 8% 60 to 69% 7% Under 60% % of Respondents Renewal Rate

15. Continuing Renewal Contact 26% 14% Do Not Stop 18% 17% Over Four Months 15% 9% Four Months 18% 26% Three Months 11% 16% Two Months 8% 12% One Month 2% 3% On Expiration Renewal Rate More than 80% Renewal Rate Less than 80% When do you stop renewal efforts?

16. Length of “ Gracing ” Members 2% 5% Not Sure 13% 5% Over Four Months 13% 4% Four Months 28% 20% Three Months 13% 19% Two Months 12% 22% One Month 19% 25% On Expiration Renewal Rate More than 80% Renewal Rate Less than 80% Grace Services After Expire

17. Continuing Reinstatement Efforts 13% Other 30% Do Not Stop 7% Four to Ten Years 6% Three Years After 13% Two Years After 25% One Year After 8% On Expiration When do you stop Reinstatement Efforts?