Blog

  • Membership Marketing, it is anything but “Business as Usual!”

    I was fortunate to be the Keynote Speaker for the AVECTRA Users Group Conference in Orlando, Florida, earlier this week. What a great conference and what a great community of professionals. The focus of my presention was on the practical recommendations made by membership marketing professionals who attended a workshop I ran the day before. […]

  • MGI Tipster – Volume 10 Issue 2

    February 16, 2011   |   Vol. 10   |   Issue 2 Reinstatement: Step Five in the MGI Membership Lifecycle The MGI Membership Lifecycle helps organizations develop a comprehensive, integrated approach to membership marketing. The Lifecycle has five steps: Awareness, Recruitment, Engagement, Renewal, and Reinstatement. In last month’s MGI Tipster we examined the process of Renewal, when members decide whether to keep […]

  • Marketing General Inc. Announces New Client: American Academy of Nurse Practitioners.

    Marketing General Incorporated (MGI) has announced that the American Academy of Nurse Practitioners (AANP) has retained MGI as its membership marketing agency. Based in Austin, Texas, AANP is the largest and only full-service national professional membership organization for nurse practitioners (NPs) of all specialties. “We have set some aggressive growth goals for our organization and […]

  • Defining the Unique Selling Proposition for your Membership

    Have you ever been asked what differentiates your membership from the other products and services that are available in your marketplace? In marketing terms, do you know your “unique selling proposition” (UPS). This is the type of question I often ask of prospective clients when I meet with them. A lot of times I do […]

  • MGI Tipster – Volume 10 Issue 1

    January 11, 2011   |   Vol. 10   |   Issue 1 Renewal: Step Four in the MGI Membership Lifecycle, Part 2 The MGI Membership Lifecycle helps organizations develop a comprehensive, integrated approach to membership marketing. The Lifecycle has five steps: Awareness, Recruitment, Engagement, Renewal, and Reinstatement. In last month’s MGI Tipster we examined the process of Renewal, when new members decide […]

  • Improving Your Membership Marketing Playbook by Testing Offers

    In direct marketing there are three big items to test: lists, offers, and message.  I thought that I would share some insights from what we have learned over the past year related to offers.  So here are 10 of the top membership marketing offers that have worked for our clients. 1. A discount almost always […]

  • Seven Opportunities to Improve Membership Renewals and Save Money

      Today, I thought I would share some practical renewal tips that we have put in place for our clients to help increase renewals and save them some money.  Most are pretty practical steps that you may want to consider in developing or revising your membership renewal series.  The tips are written assuming the renewal […]

  • MGI Tipster – Volume 9 Issue 12 – The MGI Membership Lifecycle

    December 9, 2010   |   Vol. 9   |   Issue 12 Renewal: Step Four in the MGI Membership Lifecycle Marketing Model The MGI Membership Lifecycle helps organizations develop a comprehensive, integrated approach to membership marketing. The Lifecycle has five steps: Awareness, Recruitment, Engagement, Renewal, and Reinstatement. In last month’s MGI Tipster we examined Engagement, when new members are made to feel […]

  • Reasons for Online Marketing.

    Here are a few reasons why, if you’re not online marketing or you are questionning the value of online marketing, you NEED to be online, marketing.

    a. Search marketing is about seizing opportunities. Every organization should maximize opportunities to engage potential members/ customers online that are actively searching for relevant services an organization provides by instituting a comprehensive search engine marketing strategy including paid search marketing and search engine optimization (SEO).

    b. Marketing speed and agility are important competitive advantages, especially with today’s focus on costs. Online and search marketing allows for on-the-fly changes that save time and money.

    c. Unlike magazines and publications that publish ads on their own schedule say once per month, search is on your customer’s schedule, real-time, engaged in the “now.”

    d. Online marketing allows you to connect and engage with potential members when they’re receptive, when they’re ready to receive your orgs message.

    e. With search engine marketing your org will have the ability to target an audience on a country level all the way to a 10 mile radius within a specific metro area.

  • A Membership Marketing Diagnostic Tool

    Last month was really busy. I met with many organizations that have cut budgets over the last couple of years.  They are now realizing that there is very little else to cut and they need to grow membership.

    And it is sad to say that some of them do not realize just how much trouble they may be in going forward.

    When I meet with groups, I use a simple method to calculate where their membership is headed given their current metrics. It is called a Steady State Analysis.

    Using your current data, you can also do this analysis to see what the ultimate equilibrium of your association membership count will be. You can also use the analysis to model where it might be if you add more new members or have higher renewals.

    To do the calculation, you only need two numbers; your renewal rate and your total new member input from the past year. Here is how it works. You take your new member input from the past year and divide it by your lapse rate presented as a decimal. So if your renewal rate is 80%, then your lapse rate is 20% or .20.

    For example, 20,000 New Member Input / .25 Lapse Rate = 80,000 Steady State Total Membership.

    Here is the formula: Annual New Member Input / Reciprocal of Renewal Rate (or Lapse Rate) Shown as a Decimal = Total Membership Steady State.

    Here are three examples of how you can project your future membership.

  • MGI Tipster Volume 9, Issue 11

    November 2, 2010   |   Vol. 9   |   Issue 11 Engagement: Step Three in the MGI Membership Lifecycle Marketing Model The MGI Membership Lifecycle helps organizations develop comprehensive, integrated approaches to membership marketing. The Lifecycle has five steps: Awareness, Recruitment, Engagement, Renewal, and Reinstatement. In last month’s MGI Tipster we examined Recruitment, when prospects first discover a membership organization. See […]

  • Are renewal incentives a good idea?

    I read a posting on the ASAE Membership Listserve asking about “kinds” of renewal incentives to use. While I’m not against using (and have used) renewal incentives, I think that, if an association is delivering value, the ‘incentive’ is being realized throughout the year (you may want to test adjusting your renewal copy to indicate […]