Sunday, September 18, 2011

Good News! Membership is Rebounding as reported by the 2011 Membership Benchmarking Report.

As reported by the 2011 Membership Benchmarking Report, released last week, over 600 membership marketing professionals and Executive Directors surveyed indicated that all three of the primary metrics that measure the 'vital signs' of association membership marketing are back to, or exceeding, 2009 levels.


Overall Membership...UP!

Overall New Member Acquisition...UP!

Overall Renewals...UP!

ALL UP over 2010.

So what does this mean to you? Strategically, a couple of things...

First, since these metrics are cumulative, meaning trends in new member acquisition and renewals determine the overall membership trend, they can give you a quick diagnostic of what is working for your association. 

Second, as indicated in the report, our industry is reporting a positive trend in each of these metrics. Comparing your own metrics to these 'industry benchmarks,' can help you possibly determine if your supporting your member acquisition &/or renewal programs properly.  

As a possible example, if you found your overall membership is unchanged, your renewals are up but your new member acquisition is down, and your goal is to grow your overall membership, you may want to consider reallocating some staff time &/or money from renewals to new member acquisition.   

Another example might be if you find that your overall membership is down, member acquisition is flat and renewals are down,  then your association is going against the overall industry trend and you may want to consider revamping your overall approach.

As many of you are preparing for 2012, knowing what to look at, with knowledge and understanding of the basic trends in an industry, can help you quickly identify the effectiveness of your programs and their impact on your overall membership efforts. These 'strategic tricks' are invaluable to your success and the success of your association.

Experts in Membership Marketing is written by Erik Schonher, Vice President, Marketing General Incorporated, and can be reached by phone at (703) 706-0358 and email at Erik@MarketingGeneral.com


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