ent (Acquisition)
3
MEMBER ENGAGEMENT
ent
and Reinstatement (Retention)
Which of the following communication methods do you use to help onboard or engage new members in the association? (Check all that apply.)
COMMUNICATION METHODS TO ONBOARD NEW MEMBERS
Goals
Total (n = 725)
Individual (n = 321)
Trade (n = 219)
Combination (n = 185)
rship Structure
Welcome email(s)
75% 45% 44% 43% 43% 36% 33% 32% 28% 23% 22% 18% 15% 15% 12% 10% 10% 30%
74% 56% 46% 42% 41% 36% 37% 36% 16% 24% 17% 22% 20% 16% 11% 13% 11% 29%
76% 31% 43% 42% 48% 39% 27% 26% 46% 23% 35% 11% 11% 15% 17% 10% 29%
75% 43% 44% 47% 40% 35% 31% 32% 29% 22% 15% 17% 13% 15% 7% 5% 11% 10% 35%
Membership card or certificate
Mailed welcome kit
sociation
Opportunity to create a membership profile Invitation to use members-only website sections
Emailed welcome kit
s of Your Association
New-member engagement email series Invitation to join the online community
Invitation to follow/like association's social media (public or private) page(s)
Volunteer or staff welcome phone call
Invitation to volunteer
In-person new-member reception or orientation
Invitation to chapter meeting
New-member survey
New-member newsletter (mail or electronic)
New-member webinars
New-member gift (e.g., gift card, calendar, or notepad)
Chapter welcome phone call
7%
Telemarketing welcome phone call
9% 9% 9% 5% 3% 2% 4% 3%
7%
12%
Special new-member discounts on purchases
10% 12%
9% 6% 5% 3% 1% 6% 4%
7% 6% 6% 2% 1% 4% 3%
Custom new-member renewal series Invitation to download mobile apps
6% 4% 4% 3% 1%
Text messaging
Early or 'at-birth' renewal
Other
No special communication
y A welcome email is the most common method used to onboard or engage new members (75%). y Membership cards or certificates (45%), mailed welcome kits (44%), creating membership profiles (43%), and members-only website sections (48%) are the next most common methods used to onboard or engage new members.
y Associations with an 80% or higher renewal rate are significantly more likely to extend an invitation to use members-only website sections (47% vs. 39%).
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