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Benchmark Membership Marketing Survey
Presented by
Tony Rossell
How does your association compare ?
2
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.
3
Most Associations Report Membership Growth
Percentage Change
One Year Change in Membership
Five Year Change in Membership
Over +10% 8% 26%
+1 to 10% 37% 34%
No Change 16% 8%
- 1 to 10% 27% 16%
Over -10% 8% 11%
Not Sure 5% 5%
4
Recruitment Up
Percentage Change
Change in Membership Recruitment
Over +10% 12%
+1 to 10% 37%
No Change 22%
- 1 to 10% 15%
Over -10% 6%
Not Sure 9%
5
2009 Membership Study
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?
How do they do it?
6Copyright 2009, Marketing General Incorporated
Membership Lifecycle
Awareness
Recruitment
Engagement
Renewal
Reinstatement
7
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%
8
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%
9
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%
10
Top Reasons Members Join
1) Access to specialized Information2) Network with others in the field3) Connect with Others in the field4) Obtain Discounts on Product or Meeting Purchases5) Learn Best Practices in Profession6) Continuing Education7) Advance their Position
11
New Member Engagement
1) Mailed Welcome Kit2) Email Welcome3) Membership Card or
Certificate4) Volunteer or Staff Welcome Call5) Invite to Chapter Meeting6) New Member Survey7) In-Person New Member Reception8) Special Discounts on purchases9) Custom New Member Email Follow-Up10) New Member Newsletter
12
New Member Engagement
Associations with over 80% Renewal Rate
Associations with under 80% Renewal Rate
Mailed Welcome Kit Member Card or Certificate
New Member Survey New Member Newsletter
Volunteer or Staff Welcome Call
Telemarketing Welcome Call
In Person New Member Reception
Invite to Chapter Meeting
13
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%
14
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
15
Continuing Renewal Contact
When do you stop renewal efforts?
Renewal Rate Less than 80%
Renewal Rate More than 80%
On Expiration 3% 2%
One Month 12% 8%
Two Months 16% 11%
Three Months 26% 18%
Four Months 9% 15%
Over Four Months 17% 18%
Do Not Stop 14% 26%
16
Length of “Gracing” Members
Grace Services After Expire
Renewal Rate Less than 80%
Renewal Rate More than 80%
On Expiration 25% 19%
One Month 22% 12%
Two Months 19% 13%
Three Months 20% 28%
Four Months 4% 13%
Over Four Months 5% 13%
Not Sure 5% 2%
17
Continuing Reinstatement Efforts
When do you stop Reinstatement Efforts?
On Expiration 8%
One Year After 25%
Two Years After 13%
Three Years After 6%
Four to Ten Years 7%
Do Not Stop 30%
Other 13%
18
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.
19
2009 Membership Study
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?
How do they do it?
20
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].