Marketing General Inc. Releases Benchmarking Research Survey on Association Industry Membership Marketing Tactics and Strategies

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Marketing General Incorporated (MGI) has released a final report of a Membership Marketing Benchmarking Survey on the tactics and strategies associations use to recruit members, engage new members, renew existing members, and reinstate former members.

The report is a treasure trove of information on best marketing practices, methods, and budget allocations, offering association executives substantial insight in how to appreciably improve their membership recruitment and retention efforts

Marketing General Incorporated (MGI) - North America's largest association marketing firm - has released a final report of a Membership Marketing Benchmarking Survey on the tactics and strategies associations use to recruit members, engage new members, renew existing members, and reinstate former members.

Among the survey's key findings are:
1. Nearly two-thirds of associations report continued growth or stability in membership.
2. Direct mail remains the most effective new member recruiting channel.
3. Discounting first-year dues is the most effective membership recruitment incentive.
4. A highly personal approach to new member on-boarding may help in retaining new members.
5. Continuing renewal contacts and services may improve renewal rates.

"This is a comprehensive study and the only one of its kind done within the association industry," according to MGI President Rick Whelan. "The report is a treasure trove of information on best marketing practices, methods, and budget allocations, offering association executives substantial insight in how to appreciably improve their membership recruitment and retention efforts" he said.

Launched in the spring, the survey's goal was to better understand what tactics correlate with higher new member input, better renewal rates, and overall membership growth. More than 500 association professionals participated in the survey and shared their associations' information and experiences. The survey consisted of 37 questions including a mix of multiple-response, single-answer and open-end questions. In many cases, answers on specific practices were cross tabulated with answers from other questions on membership outcomes in order to detail best practices.

Association executives can get a free copy of the final report by calling Marketing General Inc. at (703) 739-1000 or from their website at http://www.MarketingGeneral.com

Marketing General is the largest association marketing firm in North America and provides a wide range of membership, marketing, branding, and list services. MGI serves 130 associations nationwide, employs 60, and has capitalized billings in excess of $40 million.

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