This marks the third year that Marketing General Incorporated (MGI) has surveyed associations to better understand the strategies and tactics used to recruit members, engage new members, renew existing members, and reinstate former members.
Each year new topics related to membership marketing are explored in our research. This year the report features new data on the practices around increasing membership dues, engaging members with products and services, state and local chapters, and the key impediments that hold back membership growth.
However, beyond cataloging membership practices, the Benchmarking Report also takes these practices and cross-tabulates them with the membership results associations are experiencing. The comparison of practices and outcomes in membership provides strong directional information on what new strategies might be added or dropped to help improve an organization’s membership program.
I hope that you find the 2011 Report of help as you seek to maximize the membership results for your organization.