The_2019_Membership_Marketing_Benchmarking_Report (1)

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ASSOCIATION STATISTICS

s

t (Acquisition)

In the past one year, how has your new member acquisition changed?

t

CHANGE IN NEW MEMBER ACQUISITION OVER PAST YEAR

Total (n = 802)

Individual (n = 358)

Trade (n = 236)

Combination (n = 208)

d Reinstatement (Retention)

Increased Decreased

45% 15% 33%

42% 17% 33%

47% 16% 34%

47% 11% 33% 10%

Remained the same

Not sure

7%

8%

3%

oals

y 45% of associations report increases in their new member acquisitions, down slightly from 47% in 2018. IMOs are least likely to report increases in new member acquisitions (42%; down from 45% in 2018), compared to trade or combination associations (47% each). Only 15% of associations have reported declines in new member acquisitions, a slight increase from 2018 (12%). One-third of associations report no change in their new member acquisitions (35%). y Associations indicating increases in new members are also significantly more likely to report increases in overall membership over the past year, the past five years, and increases in renewals. Similarly, associations reporting declines in new member acquisitions are more likely to also report overall declines in membership over the past year, the past five years, and in their overall renewals.

y For IMOs, as the number of paid members increases, the likelihood of new member acquisitions actually decreases. The largest associations (over 20,000 individual members) are significantly more likely to report declines in their new member acquisitions compared to associations with fewer members (22% vs. 12% for associations with 5,000 members or fewer).

ip Structure

ciation

f Your Association

Associations indicating increases in new members are also significantly more likely to report increases in overall membership over the past year, the past five years, and increases in renewals.

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