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2011 Association Benchmark Report Reflects Strong Membership Growth Over Past Two Years.

Sep 13th
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FOR RELEASE: September 12, 2011

Contact: Don Elder

703.768.8979

mediawise@att.net

2011 Association Benchmark Report Reflects Strong Membership Growth Over Past Two Years.

ALEXANDRIA, VA – The Marketing General Incorporated (MGI) has released its 2011 Membership Marketing Benchmarking Report, an assessment of membership growth trends among associations and other membership organizations. The report is grounded in a survey of 650 association executives and measures the major indicators of membership health – total membership, new members acquired, and membership renewals:

“We are pleased to see the results of the latest survey,’ said MGI president Rick Whelan. “It’s a good example of how associations benefit when they continue active membership marketing in a soft economy.  Time and again over the last 33 years MGI has been in business, this has proven to be the best course of action for association health and fiscal strength,” Whelan added.

The report is available for free download on the Marketing General Incorporated website at www.marketinggeneral.com/resources/benchmark-report/.

 

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Marketing General Incorporated delivers a full range of marketing solutions to associations and membership organizations including member acquisition, retention, and renewal; market research, online lead generation, conference marketing, list management, and brokerage services. MGI presently works with more than 50 clients worldwide.

MGI Tipster – Volume 10, Issue 9

Sep 13th
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MGI TIPSTER
Marketing General Incorporated -- We Grow Membership
awareness
recruitment
renewal
engagement
reinstatement
September 13, 2011   |   Vol. 10   |   Issue 9


Benchmarking study reveals association turnaround


Membership growth, a key indicator of the economic health of the association industry, shows strong signs of a rebound from the severe effects of the multiyear recession, according to the just released 2011 Membership Marketing Benchmarking Report.

Of the 650 association executives who responded to the survey, 57% reported new member acquisition increased from the year before as well as significant improvement from two years ago.

The Benchmarking Report is an annual study of association membership conducted by Marketing General Incorporated that serves as a bellwether for the industry’s fiscal fitness.

Positive indicators overall

The Benchmarking Report found that the major indicators of membership health—total membership, new members acquired, and members renewed—all showed substantial improvement from the 2010 findings.

In fact, just under half of the respondents—49%—said they recorded an increase in members over the previous 12 months, the highest percentage since the inception of the Benchmarking Report in 2009.


Percentage Change in Entire Membership Over Past ONE Year

 
 
2011
2010
2009

 
Percentage Increased Overall
49%
36%
45%

 
Percentage Unchanged Overall
16%
14%
16%

 
Percentage Declined Overall
34%
48%
35%

 
Not Sure
2%
3%
5%


57% of association executives surveyed reported that new member acquisition increased over the past year. Renewals were also up from prior years with 32% of respondents saying they had an increase in overall continuation rates.

Cross tabulations reveal impediments to growth

New this year, the Benchmarking Survey uncovered correlations between perceived barriers to growth and actual performance over the past five years. Eight categories of impediments were examined for their effects on association membership performance. Some challenges, such as weak products or service offerings, insufficient budget, and lack of marketing expertise, had significantly more effect on membership outcomes than did others.


Membership Growth Challenges Over the Past Five Years

 
Challenge
Past Five Years
Membership
Increased
Past Five Years

Membership
Unchanged
Past Five Years
Membership
Decreased

 
Insufficient staff

 
 

 
Weak product or service offering
 
 

 
Insufficient budget
 
 

 
Lack of strategy or plan
 

 

 
Market saturation

 
 

 
Inadequate association management database

 
 

 
Lack of marketing expertise
 
 

 
Inadequate research

 
 


Measuring the degrees of engagement

Member involvement with association products, services, and activities is known to be a strong motivator for membership renewals and overall association health. It’s generally accepted that the more a member is involved in an organization, the deeper the member’s loyalty and likelihood to remain a member.

The 2011 Benchmarking Survey listed more than a dozen activities common to associations to discover which were most used as engagement devices. More than a dozen categories were included.


Percentage of Members Engaged With Each Type of Activity

 
 		  
N
0%
1%
-
5%
6%
-
10%
11%
-
15%
16%
-
20%
21%
-
30%
31%
-
40%
41%
-
50%
Over
50%
Mean

 
Attend your annual convention		  
592
7%
15%
14%
10%
13%
14%
8%
8%
12%
22%

 
Attend at least one of your professional development meetings		  
540
10%
18%
12%
9%
14%
13%
9%
7%
8%
19%

 
Acquire or maintain a certification with your organization		  
480
47%
14%
9%
6%
7%
4%
2%
3%
8%
11%

 
Attend at least one of your webinars		  
519
25%
27%
14%
10%
7%
7%
6%
3%
3%
11%

 
Participate in your public social network		  
539
12%
35%
23%
9%
7%
7%
3%
2%
2%
10%

 
Purchase a non-dues product (other than previously checked)		  
494
29%
25%
16%
10%
5%
5%
4%
1%
4%
10%

 
Volunteer with your organization		  
581
8%
39%
25%
10%
9%
5%
2%
1%
1%
9%

 
Purchase a book or directory		  
505
34%
24%
16%
8%
6%
5%
3%
2%
4%
9%

 
Participate in your private social network		  
511
34%
24%
16%
8%
5%
4%
4%
2%
3%
9%

 
Purchase a non-dues service (other than previously checked)		  
473
36%
27%
13%
8%
5%
3%
2%
2%
4%
9%

 
Purchase or maintain insurance through your organization		  
479
52%
22%
8%
7%
3%
3%
2%
1%
4%
7%

 
Upgrade their membership		  
472
48%
24%
12%
4%
3%
4%
2%
1%
2%
6%

 
Participate in your young professional program		  
447
57%
25%
9%
4%
3%
1%
0%
0%
0%
3%


Raising dues

The Benchmarking Report also analyzed the impact of rising dues rates on membership growth, almost always a sensitive issue as associations balance revenue needs against member price sensitivity.

The 2011 Survey found that 30% of organizations expect to raise member dues in 2011, and 71% of those that raise them will increase dues between 1% and 10%. The majority of associations raise dues as needed and do not have a regular dues increase schedule.


How to find out more

The 2011 Membership Marketing Benchmarking Report includes dozens more key findings that can provide insights and new directions for membership marketing programs. If you would like a copy of the report contact its co-author, MGI Senior Vice President Tony Rossell, at tony@marketinggeneral.com, or go to www.marketinggeneral.com/downloads/MGI-2011-Membership-Marketing-Benchmarking-Report.pdf to download a copy.

To express our thanks to those organizations who participated in the 2011 survey, we have just put in the mail a complimentary printed copy of the final report.

Free Download of the 2011 Membership Marketing Benchmarking Report Now Available

Sep 12th
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It is my pleasure to announce the release of the 2011 Membership Marketing Benchmarking Report.  A free download of the full report is available, with site registration, using this link. 

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.

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