Blog

  • Mid-Year Marketing: Review, Analyze, Optimize

    Flowers are blooming, butterflies are all aflutter, and days are getting longer, which can only mean one thing. Spring is here and we’re already nearly halfway through 2019! If you’re wondering where the time went, you’re not alone. The good news is that right now is the perfect time to look at your 2019 plan […]

  • Do New Member Discounts Really Work?

    Many associations struggle with the question of whether or not to offer new members an introductory discount to improve recruitment efforts. Within limits, the data that we have seen over the years support offering a discount to incentivize new members to join your association.

  • The S Word

    Coffee is for closers!

    What image comes to mind when you think about the S word? If you grew up in the 70s or early 80s, it might be Herb Tarlek of WKRP in Cincinnati. For movie fans from the 90s, images of Alec Baldwin in Glengarry Glen Ross might come to mind. Perfectly slicked back hair, a plaid jacket perhaps, a slight aura of cigarette smoke in the air. It is the Hollywood image of the S-person. Power lunches, power ties, power suits, pinkie rings, high pressure closes, golden circle clubs, spiffs, expense accounts, blah, blah, blah. You went to college, got your MBA, and pursued a CAE so you wouldn’t have to do that horrible stuff… right? Not Sales!

  • When Money Talks…

    Once, very early in my career – actually right out of college – I took a stab at selling insurance. I won’t bore you with the particulars of my epic failure, but like most jobs in life, I did learn a few valuable lessons. And an aphorism or two to boot!

  • Marketing General Incorporated Celebrates 40th Anniversary

    FOR IMMEDIATE RELEASE CONTACT Rick Whelan, CDM President Marketing General Incorporated 625 North Washington Street, Suite 450 Alexandria, VA 22314 rick@marketinggeneral.com 703-706-0350 Marketing General Incorporated Celebrates 40th Anniversary ALEXANDRIA, VA—January 24, 2019—Marketing General Incorporated (MGI), a full-service membership marketing agency based since 1985 in Alexandria, VA, is celebrating its 40th anniversary in 2019. MGI partners […]

  • 40 Years of Helping Membership Organizations Grow

    Rick Whelan, CDM President, Marketing General Incorporated  In 1978, a small startup company in Washington, DC, took its first baby steps intent on helping a single association improve its membership numbers. Fast forward to 2019 and that same company, Marketing General Incorporated, (MGI), is celebrating its 40th Anniversary as the largest association-focused direct marketing agency in North […]

  • 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.