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MEMBER RECRUITMENT
tion)
How effective are the following offers for recruiting new members? continued
y Similar to 2018, the most effective offers for obtaining new members include conference/ convention discounts (54%), a dues discount for the first year (52%), and additional months free—15 months for the price of 12 (46%). The conference discounts and the dues discounts are considered highly effective offers for recruiting new members across all types of associations. However, combination associations indicate that monthly or quarterly installments are more effective for obtaining new members than the additional months free. y Associations reporting increases in their membership over the past year and the past five years are significantly more likely to indicate that conference discounts and additional months free are highly effective for new member recruitment compared to associations with declines over the past year or five years. Associations indicating increases in membership over the past five years are significantly more likely to report that multi- year discounts are effective for new member acquisition than those reporting declines over the past five years.
y Compared to smaller IMOs, large IMOs (over 20,000 members) are significantly more likely to report that several different offers are effective for them when recruiting new members. These include dues discounts for the first year, additional months free, monthly or quarterly payments, product discounts, coupons or vouchers, and free gifts or premiums. Additionally, associations with operating budgets over $5 million are significantly more likely to indicate that a dues discount for the first year is effective for new member recruitment compared to those with smaller operating budgets.
tement (Retention)
re
sociation
Associations indicating increases in membership over the past five years are significantly more likely to report that multi-year discounts are effective for new member acquisition than those reporting declines over the past five years.
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