As we continue to prepare the 2012 Membership Marketing Benchmarking Report, results from 691 assocations indicate that those with less than an 80% renewal rate appear to spend more on engaging and retaining members than associations with a renewal rate of 80%+. This may indicate that associations achieve a renewal rate of 80%+ by applying greater resources in first identifying and educating potential members. What do you think?
N=691 LT 80% % 80%+ %
Awareness $46,975 19.4% $42,058 23.2%
Recruitment $89,398 37.0% $77,213 42.6%
Engagement $30,339 12.5% $16,613 9.2%
Renewals $58,167 24.0% $32,305 17.8%
Reinstatements $17,006 7.0% $12,931 7.1%
Totals $241,885 $181,120
N=691 LT 80% % 80%+ %
Awareness $46,975 19.4% $42,058 23.2%
Recruitment $89,398 37.0% $77,213 42.6%
Engagement $30,339 12.5% $16,613 9.2%
Renewals $58,167 24.0% $32,305 17.8%
Reinstatements $17,006 7.0% $12,931 7.1%
Totals $241,885 $181,120
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