One of the hallmarks of MGI’s long-term success has been our ability to work seamlessly with organizations of all sizes and in many diverse fields. Large or small, individual or trade, finding and retaining members is a constant challenge for nearly everyone. Sometimes we’re retained to help with one or two facets of membership; at other times, we’re tasked with revitalizing entire programs.
Here’s a brief sampling of some of the organizations with whom we have partnered:
The Aircraft Owners and Pilots Association turned to MGI for help on several membership fronts. In acquisition, MGI nearly tripled the number of student pilots accepting AOPA’s six-month trial membership offer—converting 20 percent of them to paid membership. To better engage members, we created a multi-touch, multi-channel program for first-year members. And to bolster renewals, we helped AOPA exceed its aggressive goal to upgrade current members to a higher level of membership.
In 2011, the National Active and Retired Federal Employees Association selected MGI to reverse its membership decline. MGI began by launching a targeted telemarketing campaign. Within six months, more than 6,000 lapsed members were returned to active status. We also initiated an online lead generation program, including an email cultivation series, which netted more than 1,200 qualified prospects.
MGI has helped the National Business Aviation Association reach record membership levels. As a result of our integrated direct marketing and e-marketing programs, they have successfully recruited, engaged, and retained new members after a period that saw substantial attrition due in part to economic and negative publicity issues. Today, NBAA is soaring.
When the Society for Human Resource Management moved to Virginia in 1984, it totaled 45,000 members. For more than 20 years, MGI and SHRM have worked together as partners, growing membership to nearly 260,000. In the past five years alone, our efforts have brought in over 25,000 new members each year.
MGI was tasked by TAPPI to help halt a steady decline in membership brought on by the shrinking U.S. manufacturing presence in the paper and packaging industry. Developing an aggressive, multi-channel member acquisition program, MGI was able to step in and free up TAPPI staff so they could concentrate instead on member retention and engagement activities. Not only has membership improved, the arrangement has enabled TAPPI to invest in new market development opportunities and has set the stage for a return to balanced growth.