Blog

By Jana Darling, MGI President

Over the past year, I’ve had many conversations with association leaders about capacity, priorities, and how to keep pace with rising expectations. There is a genuine desire across the association community to do what’s best for members and the industries they support. Often, the challenge is delivering at a high level while working within limited time, resources, and specialized expertise.

I understand why doing everything in-house still feels like the gold standard. It represents control, efficiency, and the self-sufficiency associations value and protect. That instinct hasn’t gone away. With tight budgets, lean teams, and the importance of institutional…

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By Rebecca Turner, Account Director

Many of our clients (and especially their CFOs or their boards) feel like direct mail is out of date, expensive, and no longer effective. The world is digital, they reason, and no one pays attention to what arrives in their physical mailbox.

But have you taken a look at your email inbox lately? If you’re like most people, it’s overflowing with reminders about sales from stores you’ve shopped at once, newsletters you signed up for years ago, and dozens (or hundreds) of other emails that you will likely delete before reading. Email is still an important channel, but crowded inboxes make it harder for your message to get through.

Online ads are still extremely…

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By Tony Rossell, Senior Vice President

Year after year, association leaders face consistent pressure to expand membership, increase meeting attendance, and grow product sales. Without growth, their association may face stagnation and decline.

Having consulted with organizations on growth strategies, I have relied on the insights of several outstanding writers and thinkers to guide me. Here are some of the strategies I find most helpful in establishing and maintaining association resiliency.

Remove Growth Barriers with Systems Thinking

I have encountered associations over the years where warning signs are evident. Perhaps new member input is decreasing, or attendance at meetings is dropping.…

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By Jana Darling, President

As we close out another year of membership marketing insights, one thing is clear: What’s old is new again. Direct mail and telemarketing, once brushed off as outdated, are not only proving their staying power but are becoming increasingly effective. At the same time, email and paid digital continue to be essential channels. Success now hinges on smart targeting, strategic channel orchestration, and messages that feel personal and relevant.

Smart Direct Mail

Direct mail is back, but it’s not about sending more mail; it’s about sending smarter mail. The organizations seeing the strongest ROI are pairing direct mail with data analytics and modeling to ensure every…

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By Rick Whelan, Senior Relationship Manager

Effective Approaches to Acquire, Engage, and Retain Members

It’s time for associations to begin planning their membership marketing strategies for 2026 or reconsider their approach during the first six months of their plan year.

Any strong plan must focus on creating real member value, fostering engagement, and building long-term relationships with individuals who share common interests or professional goals. All associations face evolving expectations, technological advancements, and increased competition for members or share of wallet from both other associations and from for-profits.

Membership marketing involves strategic planning and…

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