Reports

Membership Marketing Benchmarking Reports

Since 2009, our Membership Marketing Benchmarking Report has provided important data and analysis about the health of membership organizations and the satisfaction of their members.

  • What are the primary challenges to association growth?
  • How do dues affect membership?
  • Why do members join and renew?
  • What are the common uses for social media?
  • How does your association compare with similar associations?

MGI’s Membership Marketing Benchmarking Report gives individual and trade association leaders the tools they need to evaluate their own membership marketing strategies and tactics.

Did you miss this year’s survey, and still would like to find out how your organization compares to the others in your class? Call us at 800.644.6646 and ask for Rick Whelan or Erik Schonher.

  • The 2015 Membership Marketing Benchmarking Report
  • The 2015 Membership Marketing Benchmarking Report

    With this seventh edition of MGI’s Membership Marketing Benchmarking Report, we add to our knowledge of what associations are actively doing to recruit, engage, renew, and reinstate members. The number of respondents has grown yearly, and we have 914 organizations to thank for contributing to the research that is the backbone of this latest report.

    Every year we revisit our survey questions, both closed and open-ended, in order to fit the needs and fluctuations of the organizations and associations we serve.

    For 2015, and at the request of many of our past respondents, we changed some of the questions to provide a greater understanding of not only what channels are being used but which are the most effective at acquiring and retaining members. We have also focused on member engagement, viewed as crucial to association growth, and the expanding use of social media.

    An easy to read narrative, along with supporting tables and graphs, provides vital information on:

    • Association Statistics
    • Awareness and Recruitment
    • Engagement, Renewal, Reinstatement
    • Social Media
    • Challenges and Goals
    • Dues and Membership Structure
    • Managing Your Association

    The 2015 Membership Marketing Benchmarking Report will be of value to anyone involved in membership marketing or association management.

  • The 2014 Membership Marketing Benchmarking Report
  • The 2014 Membership Marketing Benchmarking Report

    2014 celebrates the sixth anniversary of MGI’s Membership Marketing Benchmarking Report. With this edition, we continue to add to our knowledge of what associations are actively doing to recruit, engage, renew, and reinstate members.

    This year, we changed some of the questions to provide a greater understanding of not only what channels we are using but which are the most effective at acquiring and retaining members.

    Based on input from nearly 865 respondents, 2014 results show that membership organization numbers continue to rebound.

    Detailed information is provided on:

    • Primary challenges to growth
    • Changes in dues
    • Uses of social media
    • Successes in recruitment and engagement
    • Tactics in renewals and reinstatement
    • Marketing budgets
    • Changes in membership categories
    • And much more

    The 2014 Membership Marketing Benchmarking Report is easy to read and easy to digest, and will be of value to anyone involved in membership marketing or association management.

  • The 2013 Membership Marketing Benchmarking Report
  • The 2013 Membership Marketing Benchmarking Report

    2013 celebrates the fifth anniversary of MGI’s Membership Marketing Benchmarking Report. With this edition, we continue to add to our knowledge of what associations are actively doing to recruit, engage, renew, and reinstate members.

    Building on what has been learned in the past, this new survey reinforces many of the patterns previously observed and provides insight into several areas that called for additional inquiry.

    Based on input from nearly 700 respondents, 2013 results show that membership organization numbers continue to rebound.
    Detailed information is provided on:

    • Impediments to growth
    • Top goals
    • Use of social media
    • Why people join and renew
    • Engagement practices
    • And much more

    The 2013 Membership Marketing Benchmarking Report is easy to read and easy to digest, and will be of value to anyone involved in membership marketing or association management.

  • 2012 Meetings Marketing Benchmarking Study
  • The 2012 Meetings Marketing Benchmarking Study

    For many associations, the organization’s annual meeting or trade show is the highlight event of the year. No matter its purpose, size, or format, it takes considerable planning and preparation to put on a successful event.

    To better understand the dynamics involved and provide a basis for further study, MGI has conducted its first-ever research into the association annual meeting. The results can be found in the 2012 Meetings Marketing Benchmarking Study.

    Nearly 440 association meeting planners and executives from individual member organizations, trade associations, and combination member/trade groups, participated in this study. Their survey responses provide valuable insight into what contributes to a successful annual meeting.

    In addition to the strategies and tactics employed, respondents provide information on:

    • Budgets
    • Revenues
    • Fees
    • Timing
    • Staffing
    • Attendance
    • Venue

    …and many other issues and considerations that factor into, or result from, their annual meeting or trade show. The study also provides data on the participants, allowing the reader to compare and contrast their own meeting marketing efforts and results to those obtained in the survey.

  • The 2012 Membership Marketing Benchmarking Report
  • The 2012 Membership Marketing Benchmarking Report

    The 2012 Membership Marketing Benchmarking Report marks the fourth year that MGI has surveyed associations to better understand the strategies and tactics they use to:

    • Recruit members
    • Engage new members
    • Renew existing members
    • Reinstate former members

    More than 690 individual membership and trade association executives participated in the 2012 study—making it the most exhaustive and comprehensive in the series. Results from the previous three Benchmarking Reports are included so trends can be evaluated. And for the first time, five open-ended questions were asked.

    The 2012 Membership Marketing Benchmarking Report yields a broad base of strategic and tactical information including:

    • Primary challenges to growth
    • Dues
    • Social media
    • Operating budgets
    • Membership size
    • Membership categories
    • And more

    Going beyond cataloging membership practices, the benchmarking report also takes these practices and cross-tabulates them with the membership results associations are experiencing.

    Comparing membership practices and outcomes provides insights and information on what tactics and strategies might be added (or dropped) to improve results.

  • The 2011 Membership Marketing Benchmarking Report
  • The 2011 Membership Marketing Benchmarking Report

    The 2011 Membership Marketing Benchmarking Report surveyed more than 650 association executives to better understand the strategies and tactics they use to recruit, engage, and retain members. This represents the third year that Marketing General Inc. has produced this report.

    A key feature of the report is to cross-tabulate specific marketing practices with reported membership outcomes in order to determine which practices support better membership results.

    The 2011 Membership Marketing Benchmarking Report evaluates the relative success of a variety of marketing practices and includes dozens of key findings to give association executives insight and direction to develop effective membership marketing programs.

  • The 2010 Membership Marketing Benchmarking Report
  • The 2010 Membership Marketing Benchmarking Report

    The 2010 Membership Marketing Benchmarking Report marks the second year that Marketing General, Inc. (MGI) has surveyed associations to better understand the strategies and tactics they use to recruit members, engage new members, renew existing members, and reinstate former members.

    Over 400 associations participated in the survey and shared their membership practices and their opinion on what works best for each stage of the membership lifecycle.

    Beyond cataloging membership practices, the 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 tactics and strategies might be added or dropped to help improve a membership program.

  • The 2009 Membership Marketing Benchmarking Survey Report
  • The 2009 Membership Marketing Benchmarking Survey Report

    In the spring of 2009, Marketing General, Inc. (MGI) launched a survey designed to gain insight into the tactics and strategies that associations use to recruit members, engage new members, renew existing members, and reinstate former members. The goal was to better understand what tactics correlate with higher new member input, better renewal rates, and overall membership growth.

    Over 500 association professionals participated in the survey and shared their associations’ information and experiences.