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.
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