Just Released: The 2016 Membership Marketing Benchmarking Report

I am pleased to announce the release of the 2016 Membership Marketing Benchmarking Report. It is now available to you as a download.

 

This edition of the report represents the eighth consecutive year that Marketing General Incorporated (MGI) has produced this research which explores the membership marketing initiatives and outcomes of 828 distinct participating associations. The purpose of the study continues to be the development of meaningful benchmarks by which the leadership of associations can evaluate their own membership marketing strategies and see what practices correlate with better membership outcomes.

 

This year’s findings can best be described as “solid membership growth” as opposed to the previous year’s more moderate membership results. Of the participating associations this year, 49% reported membership growth, representing an increase from the 46% who reported growth in 2015. Associations reported a mean renewal rate of 82% with trade associations leading the way with an average renewal rate of 87%.

 

Important topics covered in this edition of the report include:

• The five year association membership growth trends.
• The biggest challenges reported in growing membership.
• The average and median renewal rates for associations.
• The top reasons for members joining.
• The top reasons for members not renewing.
• The communication methods used to engage new members.
• The most popular social media used by associations.
• The average number of member email contacts per week and the average open rates.
• The frequency and amount of dues increases. 

The 2016 Membership Marketing Benchmarking Report also includes comments from participants on their successes and challenges in membership marketing. And to provide more specificity, this year’s report segments association responses by the type of association – Individual, Trade, or Combination.

To download a copy, please use this link. I hope that you find it a helpful tool as you manage and grow your organization’s membership.