Member Engagement
4
MEMBER RENEWAL AND REINSTATEMENT SECTION 4 Member Renewal and Reinstatement (Retention)
SECTION 5 Social Media
SECTION 6 CHALLENGES and Goals Which of the following marketing channels generate the most membership renewals? You may select up to THREE choices.
SECTION 7 Dues and Membership Structure
TOP MARKETING CHANNELS FOR RENEWALS
Total (n = 694)
Individual (n = 311)
SECTION 8 Managing Your Association Trade (n = 205)
Combination (n = 178)
Email marketing
81% 52% 42% 18% 10%
88% 57% 23% 17% 13%
72% 47% 70% 20%
82% 51% 44% 16%
SECTION 9 The Demographics of Your Association
Staff phone calls
Peer member contacts
Telemarketing
4%
11% 3% 8% 6% 3% 3% 3% 4% 1% 1% 5%
SECTION 10 Words of Wisdom
Board phone calls Employer contacts Chapter phone calls Social media contacts Magazine cover wraps
6% 5% 5% 4% 3% 3% 2% 1%
3% 3% 6% 5% 5% 5% 3%
12%
5% 2% 2% 1% 1% 1% 2%
Online digital ads
Texting
Fax
<1% <1%
Renewal app for mobile devices
<1%
-
Other
7%
8%
9%
y Email marketing (81%), mail (52%), and staff phone calls (42%) are far and away the marketing channels most likely to generate the most membership renewals. y IMOs and combination associations are significantly more likely to cite email marketing as effective in generating renewals (88% and 82%, respectively, vs. 72% for trade associations). y Associations with higher renewal rates (80%+) are significantly more likely to find staff phone calls effective (51% vs. 25%).
y Associations with smaller budgets (<$5 million) are significantly more likely to generate membership renewals using staff phone calls (48% vs. 32%). - Telemarketing is significantly more likely to generate renewals for larger budget organizations (18% vs. 5%).
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