Transcript Marketing Principles to Grow Your Association

How does your association compare ?
Benchmark Membership
Marketing Survey
Presented by
Tony Rossell
Membership Survey Background
• Goal: Gain benchmarking
insights in key areas of
membership.
• Ask respondents to report on
practices and define what is
most effective
• Cross tabulation: Compares
practices of high member
recruitment, retention, and
growth associations.
This research presents
correlations not predictions.
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Most Associations Report
Membership Growth
Percentage One Year
Change
Change in
Membership
Over +10%
8%
Five Year
Change in
Membership
26%
+1 to 10%
No Change
37%
16%
34%
8%
- 1 to 10%
27%
16%
Over -10%
8%
11%
Not Sure
5%
5%
3
Recruitment Up
Percentage
Change
Over +10%
Change in
Membership
Recruitment
12%
+1 to 10%
No Change
37%
22%
- 1 to 10%
15%
Over -10%
6%
Not Sure
9%
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2009 Membership Study
How do they do it?
What channels are most effective?
What offers are most effective?
How do the high renewal groups
onboard new members?
What renewal tactics get high
renewal rates?
What lapsed member practices correlate
with membership growth?
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Membership Lifecycle
Awareness
Reinstatement
Renewal
Recruitment
Engagement
Copyright 2009, Marketing General Incorporated
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Best Membership Awareness
Builders
Marketing Channel
Rated Most Effective
Association Web Site
85%
Member Recommendations and
WOMM
77%
Direct Mail
76%
Promotion at Own Conference
65%
Email
61%
Co-Worker/Colleague
54%
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Best Recruitment Channels
Marketing Channel
Rated Most Effective
Direct Mail
46%
Member get a Member and
WOMM
32%
Email
24%
Promotion at Own
Conference
15%
Personal Sales
11%
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Best Recruitment Offers
Marketing Offers
Rated Most Effective
First-Year Dues Discount
25%
Conference or Convention
Discount
17%
Free Trial
9%
Member Referral Incentives
(Given to Member)
8%
Free Gifts or Premiums
7%
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Top Reasons Members Join
1) Access to specialized Information
2) Network with others in the field
3) Connect with Others in the field
4) Obtain Discounts on Product or
Meeting Purchases
5) Learn Best Practices in Profession
6) Continuing Education
7) Advance their Position
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New Member Engagement
1) Mailed Welcome Kit
2) Email Welcome
3) Membership Card or
Certificate
4) Volunteer or Staff Welcome Call
5) Invite to Chapter Meeting
6) New Member Survey
7) In-Person New Member Reception
8) Special Discounts on purchases
9) Custom New Member Email Follow-Up
10) New Member Newsletter
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New Member Engagement
Associations with over
80% Renewal Rate
Mailed Welcome Kit
New Member Survey
Volunteer or Staff
Welcome Call
In Person New Member
Reception
Associations with under
80% Renewal Rate
Member Card or
Certificate
New Member Newsletter
Telemarketing Welcome
Call
Invite to Chapter Meeting
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Association Renewal Rates
Renewal Rate
% of Respondents
Under 60%
7%
60 to 69%
8%
70 to 79%
17%
80 to 89%
39%
Over 90%
29%
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Top Reasons Members DO NOT
Renew
1. Too Expensive
2. Employer Won’t OR Stopped
Paying Dues
3. Lack of Perceived Value
4. Forgot to Renew
5. Retirement
6. Lost Job
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Continuing Renewal Contact
When do you stop
renewal efforts?
On Expiration
Renewal Rate Renewal Rate
Less than 80% More than 80%
3%
2%
One Month
Two Months
12%
16%
8%
11%
Three Months
Four Months
26%
9%
18%
15%
Over Four Months
17%
18%
Do Not Stop
14%
26%
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Length of “Gracing” Members
Grace Services
After Expire
On Expiration
Renewal Rate Renewal Rate
Less than 80% More than 80%
25%
19%
One Month
Two Months
Three Months
22%
19%
20%
12%
13%
28%
Four Months
Over Four Months
4%
5%
13%
13%
Not Sure
5%
2%
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Continuing Reinstatement Efforts
When do you stop
Reinstatement Efforts?
On Expiration
8%
One Year After
Two Years After
25%
13%
Three Years After
Four to Ten Years
6%
7%
Do Not Stop
30%
Other
13%
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Practical Research Implications
• Awareness
–
Build your share of database. Get permission to
stay in touch
• Recruitment
–
Multiple channels, offers, and messages are
effective to get new members. But some are better
than others.
• Engagement
–
Make a Personal Connection to successfully
onboard a new member.
• Renewal
–
Don’t let members leave because they “forgot” to renew. Use
frequency, benefits, and time to campaign for the renewal vote.
• Reinstatement
–
Never give up. Former Members are more likely to come back than
new members are to join.
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2009 Membership Study
How do they do it?
What channels are most effective?
What offers are most effective?
How do the high renewal groups
onboard new members?
What renewal tactics get high
renewal rates?
What lapsed member practices correlate
with membership growth?
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Tony Rossell
Tony serves as the senior vice president of Marketing
General, Inc., an Alexandria, Virginia-based firm that
specializes in membership marketing solutions for
associations.
A frequent write and speaker on marketing topics, Tony is
a contributing author to two books, Membership
Marketing (ASAE 2000) and Membership Essentials
(ASAE 2008). He writes the Membership Marketing Blog.
Contact Tony at 703-706-0360 or
[email protected].
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