White Papers

Many experts guard their hard won knowledge. At Marketing General Incorporated, we share it. For free, we:

  • Gather membership marketing survey data and publish the only Membership Marketing Benchmarking Report of our industry,
  • Publish the Tipster, our monthly e-newsletter,
  • Broadcast hot-topic Webinars,
  • Speak at conventions and shows,
  • Conduct training sessions
  • And, regularly publish white papers on topics important to membership marketing.
Our white papers are designed to be informative, handy, easy to read, and easy to keep as reference information. Over the years, we have developed dozens of White Papers on a variety of membership marketing topics.

  • Copy That Sings: Writing Effective Copy
  • Copy That Sings: Writing Effective Copy

    For many of us, writing direct mail copy can be a challenge. How to start? What to say? How to say it? This White Paper may help. In it we review process, tone, style, structure, design, and content in a series of brief articles to be an easy read.

  • 100 Super Marketing Hints
  • 100 Super Marketing Hints

    Following on the popularity of our first Hints volume, we have compiled dozens of additional suggestions, recommendations, and general advice for those involved in direct marketing.

  • 10 Tips to Develop and Effectively Use Components in Membership Marketing
  • 10 Tips to Develop and Effectively Use Components in Membership Marketing

    Components offer associations a multitude of opportunities to drive their missions and increase their revenues. From the development of content to driving membership, when properly designed and managed, components become essential channels through which associations develop and deliver their value.

    But exactly what is a component? What are the elements associations need to consider in creating a component? What is necessary in the management of a component? How can they be used to increase membership?

    Written by two respected leaders in the field of association and membership marketing, Erik Schonher, CeM, MBA, Vice President, Marketing General Incorporated and Trevor Mitchell, CAE, Executive Director Member Programs & Services, ARMA International, the purpose of this white paper is to act as a primer and provide association executives with an appreciation of the growing importance of components in the development and delivery of membership value and how to take the initial steps necessary to develop and integrate a component strategy into an association’s overall membership marketing plan.

  • 100 Super Hints Revealed
  • 100 Super Hints Revealed

    In our 35 years of assisting hundreds of associations and nonprofits to grow their membership and revenue, MGI has learned a few things about direct marketing.

    In this pamphlet we share 100 tips, from copy to offers to prospecting to research. You will probably find some tips you already know about and some you don’t, but all of them should be helpful in the quest for knowledge that leads to better marketing and stronger results.

  • 10 Tips for Better Research
  • 10 Tips for Better Research

    Research is crucial for developing and optimizing marketing strategies for associations and other membership organizations. This White Paper is authored by MGI Director of Market Research Adina Wasserman, Ph.D., and offers ten tips to help membership marketers better understand the research process and how to get a project started.

  • The MGI Lifecycle White Paper
  • The MGI Lifecycle White Paper

    The MGI Membership Lifecycle helps organizations adopt a comprehensive, integrated approach to membership marketing. It combines five basic marketing strategies that, when linked, can significantly improve success finding new members, keeping current ones, and returning lapsed ones.

    Think of the Lifecycle as a general framework around which organizations can build marketing programs customized to best suit their needs and mirror the needs of their target markets.

  • How Associations Can Create An Indispensable Brand And Why Most Don't
  • How Associations Can Create An Indispensable Brand…And Why Most Don’t

    A strong brand is one of the greatest assets of an organization. It creates value both within the marketplace and within an organization. It creates motivation both for consumers (members or customers) to support an organization and for employees and volunteers to passionately contribute to its growth.

  • Seven Innovative Ideas to Fight this Recession
  • Seven Innovative Ideas to Fight this Recession

    Don’t sit still and wait for the economy, program results, and industries to change to what you want. Take charge and change them yourself through innovation.

  • The New Approach to Association Research
  • The New Approach to Association Research

    New association challenges require new strategies—especially in research.

  • Ten Tips for Membership Marketing In A Recession
  • Ten Tips for Membership Marketing In A Recession

    Are you looking at this recession as a ‘hill’ or a ‘chance to win’? When people are less confident in their job stability, the more interested they are in associations.

  • The Optimized Membership Program
  • The Optimized Membership Program

    What if your only mandate was to grow membership based on sound marketing principles? Membership development starts with search engine optimization.

  • The Membership Marketing Life Cycle
  • The Membership Marketing Life Cycle

    Systems thinking is a conceptual framework…to make the full patterns clearer and to help us see how to change them effectively.