Monday, April 16, 2012

2012 Membership Marketing Benchmarking Results -- Reinstatements

As you know, we are feverishly working on the 2012 Membership Marketing Benchmarking Report. In my review of the data, I discovered that associations with renewal rates over 80% would rather increase their budgets in member recruitment and awareness while associations with renewal rates under 80% would increase their engagement and renewal budgets.

Not to be unexpected. However...what is telling here is that a 5.2% of the associations with a greater than 80% renewal rate would increase their reinstatement budgets while only 2.5% of those associations with a reported renewal rate of less than 80%.

In my thought, a small percentage of associations with an 80% renewal rate believe that this area may offer greater opportunity for ROI than recruitement, awareness, engagement or renewal. This is most interesting as I find many associations don't have a coordinated or strategic approach to their reinstatement program...this in the face of the data we have collected at MGI (working with hundreds of associations) indicating that reinstatement programs are LOW HANGING FRUIT!!

What have been your experiences with reinstatement programs? Let me know.

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