The_2019_Membership_Marketing_Benchmarking_Report (1)

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ion)

MEMBER RENEWAL AND REINSTATEMENT

Do you offer any of the following renewal options? (Check all that apply.)

TOP RENEWAL OPTIONS

Total (n = 695)

Individual (n = 314)

Trade (n = 205)

Combination (n = 176)

Installment renewal payments (monthly, quarterly) Automatic annual credit card renewal

29%

29%

32%

25%

27%

37%

13%

27%

Multi-year renewals

22%

27%

11%

24%

Lifetime membership

15%

20%

4%

18%

Automatic annual Electronic Funds Transfer (EFT) renewals

12%

11%

16%

11%

Renewal bill-me

12% 10%

8%

15%

15%

Early-renewal discounts

14%

6%

9%

Gifts or premiums for renewal

5%

7%

2%

5%

None of these

32%

28%

41%

30%

y 32% of associations do not offer any of the listed renewal options. - This is especially true among trade associations, of which 41% do not offer any listed renewal options. y IMOs are significantly more likely to offer an automatic annual credit card renewal option (37% vs. 13% of trade associations and 27% of combination associations).

y 38% of associations seeing an increase in renewal rates have an automatic annual credit card renewal option. This is significantly more than among associations experiencing a decrease (26%) and among those reporting no change (22%).

TOP 3 RENEWAL OPTIONS BY SIZE: INDIVIDUAL TOP 3 RENEWAL OPTIONS BY SIZE: INDIVIDUAL

Up to 1,000 (n = 129) Up to 1,000 (n = 29)

1,001 to 5,000 (n = 135) 1,001 to 5,000 (n = 135)

5,001 to LT 20,000 (n = 116) 1. Automatic credit card renewal 5,001 to LT 20,000 (n = 116) 1. Automatic credit card renewal

20,000+ (n = 110) 20,000+ (n = 11 ) 1. Automatic credi card renewal 2. Multi-year renewal 1. Automatic credit card renewal 2. Multi-year renewal 3. Lifetime membership 3. Lifetime membership

y Larger IMOs (20,000+ members) are significantly more likely to use automatic annual credit card renewals than smaller organizations (49% vs. 28%). y Associations with larger budgets ($5 million+) are also significantly more likely to have an automatic annual credit card renewal option (36% vs. 21%). y Smaller budget associations (<$1 million) are significantly more likely not to offer any of the listed renewal options (42% vs. 29%).

1. Automatic credit card renewal 2 (tie). Installment payments 1. Automatic credi card renewal 2 (tie). Installment payments

1. Installment payments 1. Installment payments 2. Automatic credi card renewal 3. Multi - year renewal 2. Automatic credit card renewal 3. Multi - year renewal

2. Multi-year renewal 2. Multi-year renewal 3. Installment payments 3. Installment payments

2 (tie). Multi-year renewal 2 (tie). Multi-year ren wal 3. Lifetime membership 3. Lifetime membership

TOP 3 RENEWAL OPTIONS BY SIZE: TRADE TOP 3 RENEWAL OPTIONS BY SIZE: TRADE

Up to 100 (n = 64) 500+ (n = 191) 1. Installment payments 1. Installment payments 1. Installment payments 500+ (n = 191) 1. Installment payments 1. Installment payments 1. Installment payments 101 to LT 500 (n = 125) 101 to LT 500 (n = 12 ) Up to 100 (n = 64)

2. Automatic annual credit card renewal 3. Multi-year renewal 2. Automatic annual credi card renewal 3. Multi-year renewal

2. Automatic annual credit card renewal 3. Multi-year renewal 2. Automatic annual credit card renewal 3. Multi-year renewal

2. Bill-me 2. Bill-me

3. Multi-year renewal 3. Multi-year renewal

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