The results of MGI's 2011 Membership Marketing Benchmarking Study will be published next month! In anticipation of this, I wanted to share with you a smattering of the results. As we're all interested in renewal rates and given the last 36 months, I figured you may be interested in how, as an industry, our renewal rates are doing.
• In the current study, there is an increase in the percentage of associations reporting overall renewal rates of 90% or higher. This percentage shows a substantial rebound from the precipitous drop between the 2009 and 2010 study.
• There is a similar decrease in the percentage of association reporting renewal rates between 80% to 89%, suggesting that some of the associations reporting an 80%-89% renewal rate in the 2010 research, may have been able to increase their renewal rates past 90%.
• There is an increasing trend in the number of associations reporting renewal rates between 70%-79%.
• Small associations with up to 1,000 members are significantly more likely to report renewal rates above 90%, while associations with more than 1,000 paid members are significantly more likely to indicate renewal rates between 70% to 79%.
• Organizational/trade associations are significantly more likely to report renewal rates above 90% compared to individual member associations or those with both types of members (36%: trade vs. 16%: individual; 14%: both).
• Association industries most likely to show renewal rates at 90% or higher include:
- Finance/Accounting (41%)
- Manufacturing (43%)
- Education (23%)
• Association industries most likely to show renewal rates between 80% and 89% include:
- Building/Construction (45%)
- Scientific/Engineering (44%)
- Healthcare (37%)
- Professional Services (31%)
- Philanthropic (30%)
If you have not already signed up to receive a copy of the results, please email me your request with you name, association and email address and I'll gladly put you on my list.
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