New White Paper Focuses on Component Approach To Aid Membership Growth.

FOR RELEASE:  October 2, 2013

CONTACT:  Don Elder 703.768.8979



New White Paper Focuses on Component Approach To Aid Membership Growth.

ALEXANDRIA, VA – A just-released white paper promises to be a useful guide for associations and other membership organizations seeking to glean the greatest value from a little-known business concept called components.

Marketing General Incorporated Vice President Erik Schonher teamed with ARMA International Executive Director of Member Programs and Services, Trevor Mitchell, CAE to produce an informative review of the ten most important steps to take to apply component-thinking to membership needs.

Components are sophisticated segments, or communities, of like-minded members such as chapters, federations, sections, or special interest groups. Properly directed and nurtured, they can be elements of great strength for membership organizations. Association executives and directors have found component-thinking to be an efficient and effective way to identify, segment, and serve association members and prospects.

“Our white paper explains what components are and then how they figure in a business plan,” commented Schonher. “Then we illustrate the important role they can play in membership strategy.”

“The white paper Erik and Trevor have written goes to the heart of what association development is all about,” said MGI President Rick Whelan. “The more associations can know their members, adapt to their wants and needs, and deliver benefits that are timely and valuable, the greater the opportunities for success.”.

“I was pleased to work with Erik on combining our experiences and knowledge to deliver a whitepaper that association executives can use to incorporate, develop, and grow their own components and membership initiatives together,” commented Mitchell.

The white paper, Components and the Race to Membership, can be downloaded from the Marketing General Incorporated website at


Marketing General Incorporated designs and implements a full range of marketing programs for associations, membership organizations, and businesses, including member acquisition, retention, renewal, and reinstatement, MGI is an expert at market research, online lead generation, conference marketing, list management, brokerage services, and corporate sponsorship. MGI currently works with more than 125 clients worldwide.

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