Tips & Insights

Tips & Insights

  • Indispensability: When Measuring Satisfaction Isn’t Enough

    Clients often come to us with requests to do a Member Satisfaction Survey. After a discussion to gauge what their true research objectives are, we often steer them toward a Member Indispensability Study instead. But why? Satisfaction doesn’t equate to longevity. In our research experience, we have seen that satisfaction isn’t a strong driver of […]

  • When it Comes to Your Membership – Embrace Change

    MGI recently released our 2019 Membership Marketing Benchmarking Report. While it’s filled with nearly 80 pages of data, one stat in particular stood out. 22% of associations experiencing an increase in the number of new members this year recently adopted a new membership model. IPMA-HR, the leading public sector human resource organization, knows the impact […]

  • 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 […]

  • 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 […]

  • 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. […]

  • Testing New Tactics On a Budget

    It is rare to see a single, isolated marketing effort hit the jackpot. It happens, but the odds are in favor of the house. We often see organizations tie their hopes to one beautiful, noble, budget-breaking effort and then end up disappointed in the results. The efforts are often well conceived and expertly executed but for some cruel reason or another, they don’t deliver.

    Even with disappointing results, very few marketing efforts are a total waste. One effort builds on another. Don’t walk away from the table; revise your strategy by testing new and different tactics! Ongoing communication to the marketplace is essential. Communicating through different channels is a best practice; the magic is in the mix. It is important to test different tactics, measure results, and then test again. Here are a couple of ideas that you can test on a budget. Each tactic has ROI that is very easy to calculate.

  • Free Download: 100 Super Marketing Hints

    Starting out every promotion with the question, “what can I do better?” is the best way to keep learning and to improving your results.  If you are looking for some new ideas, take a look at a new booklet just published by Marketing General Incorporated (MGI), 100 Super Marketing Hints.  It is a free download. You […]

  • Remembering the Importance of Mission

    It is very easy in life to replace the end with the means.  This happens when we focus our attention on best business practices, individual leaders, or our own projects as the goal instead of the mission of the organization that we serve. That’s why a recent presentation by Mark J. Golden, FASAE, CAE, at the […]