EXECUTIVE SUMMARY
One respondent commented: “Group membership has been very effective to capture a full team of professionals in an organization rather than just the managers. This has led to more training and conference attendance.”
Historically, one membership model that has seen remarkable growth is the move toward combination membership. An association with a combination membership offers members opportunity to join as either an individual (like a typical IMO) or as an organization (like a typical trade association). In the 2011 version of the Membership Marketing Benchmarking Report, only 13% of respondents identified their association as having a combination membership structure. This year, 26% of respondents identified their association as a combination association. And the combination membership structure appears to be working for associations. These groups have the highest median growth over the past five years (14%), compared to 12% for IMOs and 10% for trade organizations. And combination associations that are achieving membership growth are also the most likely to report increases in membership counts of more than 10% over the past five year (58%).
WHAT IS THE TOTAL PERCENTAGE INCREASE INMEMBERSHIP OVER THE PAST FIVE YEARS?
TOTAL OF 408 ASSOCIATIONS SURVEYED
MEMBERSHIP INCREASE OVER PAST
Please see page 15 for more detailed information.
MEAN % INCREASED 28% Meansare influencedbyhighand lownumbers in thedataset.
EDIAN % INCREASED 12% M
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