Monday, June 21, 2010

Unexpected Results on Social Networking and Association Renewal - Is Social Networking Really a Bad Thing?

The 2010 Membership Marketing Benchmarking Report has been published with a surprising result!  As stated on P.9, "Results also indicated that associations using Facebook, Twitter and/or their private association social networking are significantly more like to have renewal rates under 80%."

While some may argue that this may be a "sampling error," or some other statistical anomaly, might it also be a possible warning?

One of the overall 'take aways' for me from this study is the importance of 'personal touch' in the marketing program for both member and trade associations. In almost every instance, those associations that employed some level of "personal touch" like phone calls or personal visits, had either a higher acquisition rate, a higher renewal rate or both.

With this said, is it really surprising that associations using social networking have a lower renewal rate? I'd be interested in hearing what you all have to say on this.

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