The_2019_Membership_Marketing_Benchmarking_Report (1)

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ASSOCIATION STATISTICS SECTION 1 Association Statistics

SECTION 2 Member Recruitment (Acquisition)

PERCENTAGE INCREASE IN MEMBER RENEWAL RATE OVER PAST YEAR

SECTION 3 Member Engagement

Total (n = 179)

Individual (n = 85)

Trade (n = 52)

Combination (n = 42)

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

11% 3%

11% 3%

13%

7% 3%

SECTION 4 Member Renewal and Reinstatement (Rete

4%

65% 15% 13%

64% 13% 17%

64% 19%

71% 14% 12%

SECTION 5 Social Media

8%

Increased more than 50%

7%

7%

10%

2%

SECTION 6 CHALLENGES and Goals

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

y The median renewal rate increase is 3%. Similar to 2018, about two-thirds of associations report increases of up to 5% in their membership renewal rates (65% vs. 67% in 2018). Combination associations are most likely to report increases at this level (71%; up from 65%

in 2018), compared to IMOs (64%; down from 66% in 2018) or trade associations (64%; down from 71% in 2018). IMOs are most likely to report renewal rate increases above 10% (24%; up from 19% in 2018).

SECTION 7 Dues and Membership Structure

SECTION 8 Managing Your Association

SECTION 9 The Demographics of Your Association

SECTION 10 Words of Wisdom

PERCENTAGE DECREASE IN MEMBER RENEWAL RATE OVER PAST YEAR

Total (n = 188)

Individual (n = 90)

Trade (n = 47)

Combination (n = 51)

Mean % Decreased*

7%

5%

9% 5%

7%

Median % Decreased

3%

3%

4%

Decreased 1% to 5%

66%

71%

62%

63%

Decreased 6% to 10%

18%

18%

15%

22%

Decreased 11% to 50%

15%

11%

21%

16%

Decreased more than 50%

1%

-

2%

-

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

y The median decline in member renewals is also 3%, with two-thirds of associations reporting drops of up to 5% (66%; down from 70% in 2018). Trade associations are least likely to

report the smaller declines (62%; down from 73% in 2018), but are most likely to report declines over 10% (23%; up from 7% in 2018).

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