The_2019_Membership_Marketing_Benchmarking_Report (1)

1

ASSOCIATION STATISTICS SECTION 1 Association Statistics

SECTION 2 Member Recruitment (Acquisition)

PERCENTAGE INCREASE IN NEW MEMBER ACQUISITION OVER PAST YEAR

SECTION 3 Member Engagement

Total (n = 358)

Individual (n = 151)

Trade (n = 110)

Combination (n = 97)

Mean % Increased* Median % Increased Increased 1% to 5% Increased 6% to 10% Increased 11% to 50%

16%

12%

18% 10% 37% 27% 32%

21%

8% SECTION 4 Member Renewal and Reinstatement (Rete

8%

7%

42% 23% 31%

44% 22% 32%

44% 19% 28%

SECTION 5 Social Media

Increased more than 50%

5%

2%

4%

9%

*Means are influenced by high and low numbers in the data set.

SECTION 6 CHALLENGES and Goals

y The median increase in new member acquisitions is 8%, up from 6% in 2018. 42% of associations report increases of up to 5% (down from 48% in 2018), with IMOs and combination associations most likely to report this level of growth (44% each). More than one-third of

associations report increases over 10% for new members (36%; up from 29% in 2018). Combination associations are the most likely to report these high levels of growth for new members (37%; up from 24% in 2018).

SECTION 7 Dues and M mbership Structure

SECTION 8 Managing Your Association

SECTION 9 The Demographics of Your Association

SECTION 10 Words of Wisdom

PERCENTAGE DECREASE IN NEW MEMBER ACQUISITION OVER PAST YEAR

Total (n = 120)

Individual (n = 60)

Trade (n = 38)

Combination (n = 22)

Mean % Decreased* Median % Decreased

14% 10%

13%

15%

15%

9%

8%

9%

Decreased 1% to 5% Decreased 6% to 10% Decreased 11% to 50% Decreased more than 50%

41% 21% 37%

42% 18% 38%

42% 18% 39%

36% 32% 27%

2%

2%

-

5%

*Means are influenced by high and low numbers in the data set.

y The median drop in new member acquisitions is 10% for those associations reporting declines, up from 8% in 2018. Almost four in ten associations report declines of over 10% (39%). About one-third of combination associations report declines of 6% to 10% (32%; up from 11% in 2018), while 32% report declines of over 10%, a significant drop from 2018 (53%).

y IMOs and trade associations are more likely than combination associations to indicate new member declines of over 10% (IMOs: 40%, up from 33% in 2018; Trades: 39%, down from 44% in 2018).

800.644.6646 | 703.739.1000 | WWW. MARKETINGGENERAL .COM

17

Made with FlippingBook Ebook Creator