• MGI Tipster – Volume 11, Issue 1

    January 12, 2012   |   Vol. 11   |   Issue 1 MGI is growing again! We will be moving to a new location on January 27, 2012. Our new address will be: 625 North Washington Street, Suite 450 Alexandria, VA 22314 Our old offices close January 27 and our new offices open January 31, 2012. Six Considerations for Membership Recruitment Putting […]

  • MGI Tipster – Volume 10, Issue 12

    December 15, 2011   |   Vol. 10   |   Issue 12 Renewals Best Practices Renewals are a vital contributor to the revenue stream of most associations. Renewals are more often than not the foremost income generator, so it is critical that the entire process be consistently accurate, reliable, and on time. In the November edition of the MGI Tipster (Volume 10, […]

  • MGI Tipster – Volume 10, Issue 11

    November 10, 2011   |   Vol. 10   |   Issue 11 Renewals Best Practices Past issues of the MGI Tipster have discussed at some length the five stages of the MGI Membership Lifecycle, (See MGI Tipster Volume 9, #8-12, and Volume 10 #1-2.) In their proper order they are: awareness, when prospective members learn about your organization; recruitment, when prospects are […]

  • MGI Tipster – Volume 10, Issue 10

    October 13, 2011   |   Vol. 10   |   Issue 10 Copy Tips and Tricks for the Direct Marketer Great copy makes writing seem so easy. It flows. It’s conversational. It’s even captivating. But most of all, it engages and it sells. Copywriting is both art and science, method and creative. In this month’s MGI Tipster, we examine some of the […]

  • MGI Tipster – Volume 10, Issue 9

    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 […]

  • MGI Tipster – Volume 10, Issue 8

    August 18, 2011   |   Vol. 10   |   Issue 8 How raw data becomes business intelligence Technology has transformed information—how it is collected, where it is housed, who has access to it, and how it is used. We have become so accustomed to instant credit card approvals, real-time Internet, and light-speed email that technology’s extraordinary role has become so routine […]

  • MGI Tipster – Volume 10, Issue 7

    July 13, 2011   |   Vol. 10   |   Issue 7 Lists – Strategies and Tactics A Marketing Fundamental Of all the tactical choices a successful direct marketer may make—whether recruiting members, selling subscriptions, or promoting an event—arguably the most critical is selecting appropriate prospect lists. List choices can make or break a campaign because they are the links between offer […]

  • MGI Tipster – Volume 10, Issue 6

    June 21, 2011   |   Vol. 10   |   Issue 6 Research and Discovery Why Research? Market research is often a poor stepchild when membership organizations plan out their spending priorities. Research is typically seen as expensive and of questionable value. Indeed, they can be both. Our experience at Marketing General has shown us time and again that when research is […]

  • MGI Tipster – Volume 10 Issue 5

    May 17, 2011   |   Vol. 10   |   Issue 5 Managing Organizational Growth Strategies This month’s MGITipster takes a respite from our usual discussion of membership development and instead examines a common management issue—coordinated strategic planning. Too much work, too little success Many top executives work harder than they have to. They are often so caught up in day-to-day operational […]

  • MGI Tipster – Volume 10 Issue 4

    April 21, 2011   |   Vol. 10   |   Issue 4 Grow or Shrink: Testing Your Way to Success Membership organizations cannot renew their way to growth. Even with a 100% renewal rate, which is impossible to achieve, membership will remain flat without a successful program to recruit new members, and that takes planning, patience, and pragmatism. Setting the stage for […]

  • MGI Tipster – Volume 10 Issue 3

    March 16, 2011   |   Vol. 10   |   Issue 3 The best of the Marketing General blogs Blogs have become a widely accepted information source that promotes interactive discussions among multiple authors. We thought our MGITipster readers might appreciate knowing more about the MGI blog so we have selected a sampling of topics with links to the full posting. In […]

  • 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 […]