Based on my client interactions this past year and our ongoing
benchmarking research with a thousand associations here are the trends that I
think will impact membership marketing in the year ahead.
1. Digital Marketing – The use of online paid
digital marketing (including Facebook, Google, and LinkedIn) will continue to
grow in 2020. This past year our
benchmarking research highlighted that 20 percent of individual membership
associations reported digital marketing was one of the channels that helped
them obtain the most new members. Of those
using this channel, 32 percent had increased their spending from the previous
year. Some client associations are now producing thousands of new members with
digital ads each year.
2. Tracking and Analysis – Associations will
continue to see improvements in their ability to use and benefit from marketing
data. For the first time in years,
associations reported in 2019 that in almost every category their marketing data
challenges have decreased. Difficulty
with results tracking and analysis declined from 51 percent to 39 percent. And not having access to skilled data professionals
declined from 39 percent to 30 percent. Associations
increasingly understand that data-driven marketing is essential for better
serving and growing membership.
3. Video Content – Society is rapidly moving to a preference
for more visual communications. With
digital marketing, our results with clients have clearly shown a higher level
of engagement with video-based ads. Video lends itself to powerful testimonials. And videos are even more effective when they
are presented live on Facebook Live and Instagram Live.
4. Texting (SMS) Communications – The use of texting
as a marketing channel will emerge in 2020 as a way to communicate instantly
with members. Many for-profit
organizations from stores to banks now use texting to communicate with
customers. However, with only 2 percent
of associations using texting for renewal communications, this has been an underutilized
channel that is due to expand. Texting offers associations a much higher open
rate than email, a cost-effective channel, and a mobile-friendly
connection. Engaged members will increasingly
expect to interact with an association with SMS.
5. Economic Disruption – Over the last decade, our
benchmarking research has consistently shown that membership counts have
continued to increase for nearly half of associations. Only a quarter of associations typically report
a decline in membership. The one outlier
to this trend was the Great Recession of 2008.
In recently completed research, 56 percent of association professionals said
that they expect a recession in the next 12 months. However, only 39 percent have a recession
contingency plan in place. Associations will suffer if they are not prepared
by having their benefits and messages ready to highlight how the association is
one of the best investments a professional or company can make for networking,
skills development, and career guidance to weather the impact of a challenging
economy.
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1 comment:
Neat synopsis, Tony. Hope you and MGI have a great 2020!
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