Blog

  • Ready, Fire, Aim Membership Marketing

    Ready, Fire, Aim Membership Marketing -Tony Rossell, MGI Senior Vice President Inaction is the single largest enemy to association membership marketing success. Over the years, I have been in more meetings than I care to count where statements like, “we cannot do that because,” “we need approval,” or “we need more research” has shut down […]

  • Where to Start When Your Board Says “Increase Membership NOW!”

    We’ve all been there, right? Maybe you are even there right now. The powers that be have sent an important directive to you and your team. Without much detail. And with an urgent deadline. So you need to provide an impressive answer. Not just one that shows you are a subject matter expert; but one that demonstrates your strategic thinking.

  • 2018 Association Innovation Benchmarking Report

    Innovation is all about taking chances. Yet, that is often easier said than done. What encourages some to take chances? What causes others to balk at the opportunity?

    Those are the questions that Marketing General Incorporated (MGI) asked association professionals, in conjunction with our client the National Business Aviation Association (NBAA), for the 2018 Association Innovation Benchmarking Report.

  • What Lies Beneath!

    The Hidden Obvious – Search and Discover it Before Adding another Layer of Complexity.

    I said this in the last Tipster I wrote: I am nearing retirement after 41 years of professional marketing. It has been an invigorating, aggravating, and enervating run. I vowed never to become “that guy” who pretends to aphorisms and witticisms about the many experiences I have had in this field.

  • Back to Basics: Why Do Members Lapse?

    There are many reasons members lapse, but so often the answer is some version of, “I didn’t see the value of membership, or I didn’t use my membership.” The organization’s internal response to this reasoning is usually something along the lines of, “But we sent you twenty emails telling you the value of membership and […]

  • How Does Your Association Compare?

    Marketing General Incorporated has just released the tenth annual Membership Marketing Benchmarking Report. Learn how your association compares to others, and what best practices are being implemented across the industry!

    MGI’s research team surveyed association executives in an effort to provide benchmarks by which association leadership can evaluate their own membership programs and learn about best practices in membership marketing. This year, 821 unique organizations participated in the survey.

  • Time for a Mid-Year Marketing Review! 8 Great Tips for a More Successful 2018.

    Summer is right around the corner, and the end of our marketing year will be rapidly closing in. Every year we like to remind our professional colleagues that, although the year is flying by, there is still time to review and alter late summer and fall plans before the end of the year. It’s not too late to improve your YE 2018 marketing results.

    Marketing efforts are only successful when they generate new revenue at an effective rate of return. Are this year’s results meeting your expectations? What’s most important is that you are looking at the results and making adjustments along the way – while there is time to impact results this year. Here are some old and new suggestions you can use:

  • Five Tips to Boost Renewal Rates

    Tip #1 – Engage! If renewal time is the first time throughout the year you’re checking in with your members, you’ve just become the relative no one talks to because he only asks for money. Have an on-boarding and ongoing engagement plan in place, check in with your members at various points throughout the year, and […]

  • One Size Does Not Fit All

    The client was dubious. “Our members don’t use mail. They’re used to electronic everything. We don’t think mail will work as part of our renewal series.” They agreed to test the inclusion of mail alongside email and Facebook advertising for one segment of our campaign target audience. If it didn’t move the needle, we wouldn’t repeat it. […]

  • Back to Basics: Membership Calculations

    Math doesn’t usually make it to the top of the list when people think about membership. And yet, if you work in a membership organization, you know that math and metrics are at the heart of what we do every day.  We use math to understand where we’re starting, to figure out what’s working, what our ROI looks […]

  • Marketing May Be Automated, But It Is Not Automatic.

    We live in an age of wonder. What is truly amazing is how much of what marketers once dreamed has become commonplace: one-to-one marketing to individuals – not mass audiences – GeoFencing a conference center to advertise to attendees, tracking marketing effort by source to the exact sale, and much more!