The Seven Biggest Mistakes in Membership Recruitment

FEBRUARY 17, 2021 / Tips & Insights

By Tony Rossell, Senior Vice President

“Why isn’t my membership growing?” We hear this question often in our consulting with associations.  When we investigate the concern, a consistent theme emerges. In most instances, the root of the problem comes down to issues with the membership recruitment program.

That is why in the book, Membership Recruitment: How to Grow Recurring Revenue, Reach New Markets, and Advance Your Mission, Tony Rossell explores the impediments holding back associations’ membership.  Here are the most consistent challenges we find in developing a successful membership recruitment program.



How to Improve Your Innovation Skillset

FEBRUARY 04, 2021 / Tips & Insights

By Tony Rossell, Senior Vice President

Some of the most used words by association professionals this past year have been “pivot,” “adapt,” and “shift gears.” We have had to make changes in real-time. In short, we have had to innovate.

The need to innovate has led me to study some of the best practices in building an innovative mindset and culture. I have found two books as helpful guides. First is How Innovation Works by Matt Ridley, which I wrote about here. The second is a classic, The Innovators DNA, by Dyer, Gregersen, and Christensen.

The authors in The Innovators DNA did eight years of research to understand the crucial skill and practices that drive innovation. Th...


Email Tips: Black Friday 2020

NOVEMBER 12, 2020 / Tips & Insights

By Jana Sabol Darling, Senior Account Director

This year has been unlike any other. In 2020, we have faced a global pandemic, historic job losses, economic instability, political turmoil, and much more…and we are only in November. With everything going on, it wouldn’t come as a surprise if a Black Friday email campaign slipped through the cracks. But, the good news is that there’s still time!

Last year in the October MGI Tipster, we shared a few very basic tips for launching successful Black Friday email campaigns. While it’s still quite valuable, it is important to note that this article was written pre-pandemic and a lot...


How One Association Is Helping Its Members, Its Profession, and the Public’s Health

JUNE 05, 2020 / Tips & Insights

By Elisa Joseph Anders, Senior Account Director

The COVID-19 crisis has turned many organizations’ best-laid plans upside down. However, some associations are thriving during this challenging time by providing indispensable value to members and using effective marketing tools to communicate that value.

This is the story of one association that sprang into action at the beginning of the COVID-19 crisis to help its members, its profession, and the public’s health. The results so far are inspiring.

The American Nurses Association (ANA), an MGI client, is the largest association for registered nurses (RNs) in the United States. With 220,000+ members, it serves all 4 million RNs in the country. Its mission is to lead...


Is there light at the end of the tunnel for membership associations?

MAY 12, 2020 / Tips & Insights

By Tony Rossell, Senior Vice President

Most economists agree, based on recent reports on GDP and unemployment, that we are entering a recession. And many association executives are wondering how this downturn will impact their membership numbers and what to project for the future.

Amidst the current challenges, there is data to provide some hope and insights. For over a decade MGI’s Membership Marketing Benchmarking Report has captured association membership best practices and statistics. One of the major disruptions impacting association membership was the Great Recession in 2009. Looking back at the benchmarking survey data can serve as a guide on how associations responded to this recession. The data sugges...