U.S. Associations Report Membership Growth For Third Consecutive Year.

ALEXANDRIA, VA – Marketing General Inc. has released its sixth annual Membership Marketing Benchmarking Report.  Based on a survey of 865 association executives, the new study reflects an overall increase in member engagement, retention and acquisition – the top membership goals for associations.  The survey margin of error is +/- 3% at a 95% confidence level.

Among the report highlights:

Overall Growth – 53% of participating associations reported an increase in membership; 24% of associations reporting a gain saw an increase of 6% or more.  This is the third consecutive year of membership growth.

New Member Acquisition – there has been a 38% increase in the percentage of associations reporting as overall increase in new members since 2010.

Member Renewal – 36% of participating associations reported no change in renewal rates over the past year.  There was a 4% drop among associations reporting a decline in renewable rates, as well as a 4% drop in the number of associations reporting an increase in membership renewal.

In general, membership growth can be attributed to the success of new member acquisition efforts.  The greatest challenge to both acquisition and retention is to effectively communicate the value and benefits of membership.  Other areas covered by the survey included uses of social media, email marketing and changes in association budgets for awareness, branding and member engagement.

“The annual MGI Benchmarking Report provides me with critical information I use to evaluate and adjust our tactics.  The power of the report comes from its longevity and broad base of respondents.  I eagerly await it publication each year,” said Gregory J. Fine, CAE and Global Chief Executive Officer, Turnaround Management Association.

The Benchmarking Report and a ten-page executive summary are available for free download on the Marketing General website, www.marketinggeneral.com.


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 and brokerage services and corporate sponsorship.  MGI currently works with more than 125 clients worldwide.

Posted in: