Friday, April 20, 2012

Dues Rate - Negative Impact on Renewal Rates for Individual Membership Associations? The 2012 Membership Benchmarking Report says "NO WAY."

In preparing the 2012 Membership Marketing Benchmarking Report, we're looking at new ways to analyze the data and find new and important correllations.

I asked Jeff Tanguch, Research Manager here at MGI, to filter out the trade associations (N=146) from the overall response (N=684)and look at the relationship between Individual Membership Association renewals and annual dues. He found that 71% of membership associations whose dues are $200 or more also had a renewal rate of 80% or better. 

Therefore, this may indicate that dues level does not impact renewal rate. Then what is it?

Short answer: PERCEIVED VALUE. People will pay for what they believe is valuable. That is a personal decision - what is valuable to them. Not you...not me...THEM.

What do you think? Let us know your opinion. If you'd like a free copy of the 2012 Membership Benchmarking Report, please let me know. I'll send it to you as soon as we have it.

So, if the value is demonstrable, then dues is little consideration.

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