SECTION 7 Dues and Membership Structure
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MARKETING TOOLS SECTION 8 Managing Your Association
SECTION 9 The Demographics of Your Association
SECTION 10 Words of Wisdom What types of analysis do you use to measure the effectiveness of your membership marketing campaigns? (Check all that apply.)
TYPES OF ANALYSIS USED TO MEASURE EFFECTIVENESS OF MEMBERSHIP MARKETING CAMPAIGNS Total (n = 650) Individual (n = 293) Trade (n = 188)
Combination (n = 169)
Response rate analysis Return on Investment (ROI) A/B split marketing tests
54% 35% 32%
57% 41% 43%
52% 29% 20%
51% 33% 27%
Source code, keycode, or promotion code capture and analysis
32%
41%
18%
31%
Cost of acquisition
20% 12%
27% 15% 12% 15%
12%
18% 11%
Data mining/modeling Lifetime value analysis
9% 9% 1% 8% 2%
9% 9% 7% 2%
5% 8%
Computer matchback to prospect database
Net return after servicing costs
6% 2%
10%
Other (please specify)
2%
None
22%
17%
26%
25%
y Response rate analysis (54%) and return on investment (ROI) (35%) are the two most popular ways to analyze the effectiveness of membership marketing campaigns. y A/B split marketing tests are significantly more likely to be used by IMOs than other associations (43% vs. 23%). y Trade associations (26%) and combination associations (25%) are significantly more likely
to say that they do not do analysis to measure effectiveness, a rate significantly higher than IMOs (17%). y Associations with lower renewal rates are more likely to explore various methodologies in an effort to boost renewal rates. - Associations with lower renewal rates (<80%) are significantly more likely to list an effective analytic methodology (89% vs. 76%).
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