Blog

By Jana Darling

Membership and marketing teams are facing a tougher environment than ever before. Members have more choices for professional development, networking, and information. Attention is fragmented across countless channels, and earning someone’s time and trust takes far more than a single email or ad.

Our 2026 Membership Marketing Benchmarking Reportreinforces this reality. Membership growth continues to be a challenge for many organizations, with only 38% of associations reporting an increase in membership this year. At the same time, many associations are struggling to articulate the value of membership in a way that feels clear, relevant, and compelling, making it even more…

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By Jana Darling, MGI President

For nearly 50 years, MGI has had one mission: helping membership organizations achieve meaningful, measurable growth.

Whether it’s growing membership, increasing revenue, strengthening engagement, or expanding impact, we’ve always believed growth comes from thoughtful strategy paired with exceptional execution.

Today, I’m excited to share an important next step in that journey.

Up10 Solutions is now part of MGI.

This is about more than bringing two companies together. It’s about building a stronger partner for the organizations we serve and investing in what our clients will need in the years ahead.

Why This Matters

Associations and membership organizations are…

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By Melanie Marcotte, Account Supervisor

Recently, a client’s board member was furious with us.

They had seen a commercial about their upcoming conference during an NFL game and could not believe we would waste precious marketing dollars on such a lavish expense.

Then another board member said they’d seen it too, but while watching a TV show on HBO.

That assumption makes perfect sense. Seeing your ad during a major sporting event or premium television programming sounds expensive. Honestly, I would have thought the same thing.

So how was an association able to afford placing their ads on NFL and HBO streams?

Isn’t TV Advertising Expensive?

That’s usually the first question I hear.

Traditional…

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By Michelle Peterson, Vice President, Client Strategy

For years, associations have defined membership value by listing benefits: discounts, education, resources, advocacy, and access. These still matter. But the 2026 membership environment is making one thing clear: benefits alone are no longer enough to drive growth or even ensure stability.

Early insights from MGI’s forthcoming 2026 Membership Marketing Benchmarking Report show that fewer associations are reporting year-over-year growth, while more are experiencing declines. This isn’t a temporary dip, it’s a structural shift that’s forcing organizations to rethink how they define and communicate value.

The Real Issue: Value Clarity

One of the…

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By Jana Darling, MGI President

Every few years, someone declares direct mail dead.

And yet, every year, we continue to see it produce results. That really shouldn’t come as a surprise considering direct mail open rates are often cited in the 80–90% range, compared to roughly 20–30% for email.

In a marketing environment dominated by digital channels, automation, and AI-driven engagement, direct mail continues to stand out because it breaks through the noise. Not because it replaces digital marketing, but because it strengthens it.

At MGI, we’ve seen this firsthand across membership recruitment, renewals, reinstatement, and engagement campaigns. And recently, the results have been especially hard…

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