Wednesday, June 25, 2014
Get Your Copy of the 2014 Membership Marketing Benchmarking Report
It is my pleasure to announce the release of the 2014 Membership Marketing Benchmarking Report. With site registration, a free download of the report is available using this link. Please download your copy of the report now and let me know what you think.
A final and full printed report has also just been mailed to all of those organizations who participated in this year’s research.
This marks the sixth year that Marketing General Incorporated (MGI) has surveyed associations to better understand what is going on in the membership market and what is working best to recruit members, engage new members, renew existing members, and reinstate former members. It also marks the highest level of association participation with 865 separate associations sharing their data.
The 2014 Report includes new questions related to social media usage, email frequency and open rates, and who pays membership dues (individuals or companies).
I think you will also find trend information from ongoing questions over the past six years very useful. This year results show that the majority of associations (53%) are seeing their membership counts continue to increase. However, average renewal rates for both individual and trade associations eroded this past year.
The most important aspect of this report is that it goes beyond cataloging the practices of responding associations; the Benchmarking Report also takes these practices and cross-tabulates them with the membership outcomes that associations are experiencing. The comparison of practices and better new member input, renewal rates and overall growth provides strong directional information to help you select the tactics and strategies that might fit into your marketing plans for the upcoming year.
I hope that you find the 2014 Report of help as you seek to maximize the membership results for your organization.