SECTION 1 Association Statistics
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MEMBER RECRUITMENT SECTION 2 Member ecruitment (Acquisition)
SECTION 3 Member Engagement
y Similar to 2018, word-of-mouth recommendations and email are the top two channels for acquiring new members. This year, local events or meetings is the third most effective method for recruiting new members (34%; up from 26% in 2018). y Across all types of associations, word-of- mouth recommendations and email are still the two most effective vehicles for acquiring new members. For trade associations, word- of-mouth recommendations have increased in their effectiveness (74%; up from 63% in 2018), but have become a bit less effective for combination associations (68%; down from 74% in 2018). Email has also become a less effective tool for combination associations over the past year (59%; down from 63% in 2018). y Both IMOs and combination associations report that local events and meetings are one of the best methods for recruiting new members (36% and 35%, respectively). However, for trade associations, personal sales calls are a highly effective tool (46%; up from 39% in 2018).
y Associations with overall renewal rates at or above 80% are significantly more likely to indicate that word-of-mouth recommendations and personal sales calls are effective for obtaining new members. Additionally, associations reporting increases in their one- year and five-year membership numbers are significantly more likely to find that promotion to/at conferences or trade shows is highly effective compared to those reporting declines. y Word-of-mouth recommendations are significantly more effective for IMOs with up to 20,000 members, and for associations with operating budgets of less than $5 million. Local events/meetings are significantly more effective for recruiting new members for IMOs with up to 5,000 members. For trade associations with over 100 member companies, personal sales calls are a highly significant tool for obtaining new members. Direct mail is most effective for IMOs with over 20,000 members and for associations with operating budgets over $20 million. Paid online digital marketing is significantly more effective for IMOs with 5,000 or more members or operating budgets over $5 million. SECTION 7 Dues and Membership Structure SECTION 8 Managing Your Association SECTION 10 Words of Wisdom SECTION 6 CHALLENGES and Goals SECTION 5 Social Media
SECTION 4 Member Renewal and Rei tatement (Retention)
SECTION 9 The Demographics of Your Association
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