Member Engagement
4
MEMBER RENEWAL AND REINSTATEMENT SECTION 4 Member Renewal and Reinstatement (Retention)
SECTION 5 Social Media
SECTION 6 CHALLENGES and Goals Which channels generate the most reinstated lapsed members? Please select up to TWO answer choices
SECTION 7 Dues and Membership Structure
TOP CHANNELS FOR REINSTATING LAPSED MEMBERS
Total (n =665)
Individual (n = 295)
Trade (n = 197)
SECTION 8 Managing Your Association Combination (n = 173)
Email Phone
71% 38% 33%
77% 22% 43%
66%
66%
SECTION 9 The Demographics of Your Association 56% 43%
Direct mail Social media
22%
30%
5% 1% 1%
8% 1% 2%
3% 1%
2%
SECTION 10 Words of Wisdom 3%
Text
Online digital ads
-
1%
Fax
<1% 14%
-
1%
-
Other
10%
19%
13%
y 71% of associations say that email generates the most reinstated lapsed members; this is up from 68% in 2018. y 56% of trade associations say that phone calls have generated the most reinstated lapsed members, a figure significantly higher than IMOs (22%) and combination associations (43%). y Direct mail is significantly more effective among IMOs; 43% of IMOs cite it as an effective source of lapsed member reinstatements, compared to 22% of trade associations and 30% among combination associations.
y 76% of associations experiencing both one- and five-year membership growth cite email as the most effective means of reinstating lapsed members; this is significantly higher than associations that have experienced a one-year decrease (66%) and those that have experienced a five-year decrease (68%). y IMOs with 5,000 or fewer members are significantly more likely to generate lapsed member reinstatements via phone than larger IMOs (36% vs. 23%).
800.644.6646 | 703.739.1000 | WWW. MARKETINGGENERAL .COM
45
Made with FlippingBook Ebook Creator