Tag Archives: Benchmarking Survey

  • Participate in the 2013 Membership Marketing Benchmarking Research

    The opportunity to participate in the 2013 Membership Marketing Benchmarking Report is coming to a close. So if you are a membership professional, I wanted to provide this last chance to take part in this year’s research. If you received an email invitation to participate, please use the link provided in the email to access the survey.  If not, you can […]

  • Overview of the Membership Marketing Benchmarking Report.

    One of the most enjoyable projects that I work on each year is the Membership Marketing Benchmarking Report. This year, we had 407 associations complete the survey.

    Today, I wanted to share ten top tips from the hundreds of findings appearing in the report.

    1. Out of a list of 10 definitions of success in our survey, association executives are most likely to rank growth in member counts (22%), revenue growth (21%), and net revenue growth (21%) as their primary definition of success for their organization.

    2. Findings in the report indicate a more marked difference in membership growth of over 11% for those organizations focused on acquisition rather than those focused on retention or on a balanced strategy (18%: acquisition vs. 4%: retention and 9%: both), the five year change in membership (38%: acquisition vs. 27%: retention and 34%: both), and the change in new members (24%: acquisition vs. 7%: retention and 16%: both).

    3. For associations with over 5,000 members, direct mail is considered the most effective channel for new member recruitment.

    4. While Facebook, Twitter and LinkedIn are the most commonly used social media tools, they are not necessarily considered the most effective in reaching membership goals by association executives. In fact, the most effective social networking tools are considered to be those that are basically housed within the association itself, namely the association listserv (50%) and/or a private association social network (39%).