The_2019_Membership_Marketing_Benchmarking_Report (1)

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 Please indicate if you use online digital advertising platforms (e.g., paid Facebook, LinkedIn, AdRoll ads) to market membership or any of the following events/products. (Check all that apply.)

ONLINE DIGITAL ADVERTISING

Total (n = 535)

Individual (n = 250)

Trade (n = 144)

Combination (n = 141)

Annual conference/trade show

75%

71%

76%

82%

Membership

68%

71%

57%

75%

Professional development meetings/programs

51%

49%

48%

57%

Webinars

39%

38%

40%

40%

Publications

34%

34%

31%

34%

Volunteer opportunities within your organization Donations to your association foundation or PAC

20%

23%

15%

20%

16%

22%

10%

13%

Participation in your mentoring program

9%

11%

7%

9%

Other non-dues product or service purchases (other than previously checked

16%

18%

16%

13%

y Online digital platforms are most commonly used for marketing annual conferences/trade shows (75%) and for marketing membership (68%). y Combination associations are the most likely to use online digital advertising to market annual conferences/trade shows (82%). - In 2018, 88% of trade associations used online

y Among associations seeing a five-year increase in membership, 57% use online digital advertising to market their professional development meetings and programs. - This is significantly higher than among associations experiencing a decrease (47%) and those remaining the same (40%) over that same five-year time span.

digital advertising to market their annual conferences/trade shows; this year, that percentage dropped down to 76%.

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