Marketing General Inc. Releases 2011 Membership Marketing Benchmarking Report

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New Benchmarking Report Highlights Membership Rebound for Association Industry

The 2011 Membership Marketing Benchmarking Report

“The report compares the membership marketing practices of associations with the actual membership outcomes that they are experiencing, helping to define what is working and what is not working in membership.”

Marketing General Inc. (MGI) has released its annual report on the membership practices and outcomes of the association industry. The 2011 Membership Marketing Benchmarking Report highlights a reversal in the membership declines that both individual and trade associations had reported in previous years.

MGI surveyed more than 650 association executives for the 2011 study. “The report compares the membership marketing practices of associations with the actual membership outcomes that they are experiencing, helping to define what is working and what is not working in membership,” said MGI senior vice president Tony Rossell. “In the rebounding economy of last year, nearly 50% of associations reported an increase in total membership, compared to only 36% the year before. Associations that did not grow membership listed the lack of marketing expertise, insufficient budgets, and weak product and service offerings as the biggest challenges to growing membership,” he added.

MGI senior vice president Tony Rossell leads the team that produced the 2011 report. The 2011 report marks the third year that Marketing General Inc. (MGI) has surveyed associations on their membership practices.

“Each year new aspects related to membership marketing are explored in our research. This year the report features new data on the practices in increasing membership dues, engaging members with products and services, membership chapters, and the key impediments that hold back membership growth,” said Rick Whelan, President of Marketing General Inc.

The 2011 report continues to track the effectiveness associations report in using direct mail, telemarketing, email, and social media such as Facebook, Twitter, LinkedIn, and YouTube in their marketing.

MGI offers a full range of marketing solutions for membership organizations, including building awareness, membership recruitment, engaging new members, membership renewal, and membership reinstatement. MGI serves more than 100 membership organizations worldwide.

A free copy of The 2011 Membership Marketing Benchmarking Report is available at http://www.MarketingGeneral.com.

For more information, please contact senior vice president Tony Rossell at Tony(at)marketinggeneral(dot)com or call 703-706-0360. MGI's website is http://www.MarketingGeneral.com.

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