Case Study – ANA

Membership has grown by 73%

ANA had experienced a 15-year membership decline, enduring a precipitous fall during the three years before the association hired MGI as its strategic marketing partner in 2011. To drive membership growth, we worked together to build a disciplined multichannel program grounded in best practices, implementing frequent campaigns, conducting ongoing testing, leveraging data, and optimizing based on results. Much of our strong success comes from our direct mail/email program, online marketing program, and data analytics initiatives, combined with ANA’s own improvements in value proposition and member engagement.

Over the past seven years, MGI and ANA have grown membership by 73%. Recent year-over-year total member growth has been as high as 10%, with 33,000 new members recruited during that year. ANA currently has more than 240,000 active members.

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