ship Structure
7
MARKETING TOOLS
sociation
s of Your Association
What is your organization’s annual marketing budget?
ANNUAL MARKETING BUDGET
Total (n = 663)
Individual (n = 297)
Trade (n = 196)
Combination (n = 170)
Up to $10,000
30% 28% 13% 18%
24% 25% 14% 21% 16%
36% 32% 11% 15%
34% 29% 15% 17%
$10,001 to $50,000 $50,001 to $100,000 $100,001 to $500,000 More than $500,000
11%
6%
6%
y 58% of associations have annual marketing budgets of $50,000 or less. y Trade associations and combination associations are significantly more likely to spend $10,000 or less on marketing (36% and 34%, respectively, vs. 24% for IMOs).
y It is not how much you spend; it is how you spend it. - 61% of associations with higher renewal rates (80%+) spend no more than $50,000 on marketing; among associations with lower renewal rates, that rate is significantly lower (48%). - In fact, among associations with lower renewal rates (<80%), 17% spend more than $500,000, a rate that significantly exceeds that of associations with higher renewal rates (8%).
Associations with lower renewal rates are more likely to explore various methodologies in an effort to boost renewal rates.
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