2011 benchmarkingrprt

2 0 1 1
MEMBERSHIP M ARKETING
BENCHMARKING REPORT

SURVEY CONDUCTED BY:
Marketing General Incorporated

UNDER THE SUPERVISION OF:
Tony Rossell, Senior Vice President
Adina Wasserman, PhD,
Director of Research, and
Erik Schonher, Vice President

2 0 1 1
MEMBERSHIP M ARKETING
BENCHMARKING REPORT

EXECUTIVE SUMMARY
Membership organizations reported and membership renewals—all showed
a triple play in membership growth substantial improvements from the
based on survey results gathered for previous year’s benchmarking report.
the 2011 Membership Marketing
Benchmarking Report. A total of 49% of respondents said that
they had recorded an overall increase in
From this year’s survey, which included members over the previous 12 months.
650 participating associations, the major This is a substantial jump over the 36%
2 indicators of membership health—total who reported membership growth the
membership, new members acquired, previous year.

Percentage Change in Entire Membership
Over Past ONE Year
2011 2010 2009
Percentage Increased Overall 49% 36% 45%
Percentage Unchanged Overall 16% 14% 16%
Percentage Declined Overall 34% 48% 35%
Not Sure 2% 3% 5%

www.marketinggeneral.com

Growth in new member recruitment Finally, the survey results show that
appears to be the big driver in membership renewals had a more
membership growth. Of responding positive outcome this past year, with 32%
association executives, 57% report the of respondents saying that they have had
acquisition of new members increased an increase in overall renewal rates.
over the past year. These results are
significantly better compared to both
2010 and 2009.

Percentage Change in NEW-Member Acquisition
Over Past Year
2011 2010 2009
Not Sure 8% 12% 10%

Percentage Change in Member RENEWALS
Over Past Year
2011 2010 2009
3
Not Sure 7% 8% 9%


THE BIGGEST CHALLENGES TO The data indicates that if an organization
MEMBERSHIP GROWTH reported weak product and service
offerings, insufficient budget, or a lack of
But even with improving numbers, marketing expertise as their biggest
challenges still exist for many groups challenge, then membership growth was
in growing their membership. To gain less likely to have been achieved.
a better understanding of these
challenges, this year we asked association On the other hand, if an organization said
executives to tell us what they perceived that its biggest challenge was the lack of
as the biggest impediments to growth. a strategy or plan, then membership was
more likely to have remained static.
We then took their answers and cross-
tabulated them with the reported However, there may be hope for
membership performance for their membership growth even if an
organizations over the past five years. organization is faced with insufficient
staff, market saturation, an inadequate
What we wanted to discover was which association management database, or
challenges hurt membership growth the inadequate research to understand the
most and which were painful, but tended market they serve. Organizations
not to impede growth. Here is what we reporting these problems were more
found: likely to have seen membership growth
4
over the past five years.

Challenges Faced by Five Year Membership Growth
Five Year Five Year Five Year
Challenge Membership Membership Membership
Increased Unchanged Decreased
Insufficient staff
Weak product or service offering
Insufficient budget
Lack of strategy or plan
Market saturation
Inadequate association management
database
Lack of marketing expertise
Inadequate research


ENGAGING MEMBERS WITH in an activity, the higher the likelihood of
PRODUCTS AND SERVICES increased renewals for that organization.

Engaging members is also a critical Specifically, organizations with members in
component of building a strong the following activities were more likely to
membership. So our research this year have renewal rates over 80% compared to
included a question to try and gauge the organizations that did not offer these
participation level that organizations have programs: attendance at an annual
achieved in a variety of programs and convention, attendance at a professional
services that are commonly provided by development meeting, attendance at a
membership organizations. webinar, volunteering, participation in the
private social network, participation in a
Beyond just the proportion of young professionals program, purchase of a
membership using an association’s book or directory, certification, purchasing
products and services, the data insurance, and purchase of a miscellaneous
highlighted that organizations that had at non-dues product or service.
least some members involved in almost
all of these activities were more likely to Participation in a public social network
enjoy higher renewal rates than those and upgrading a membership were the
organizations not offering a specific only activities that did not correlate with
program. And in general, the higher the renewal rates over 80%.
5
proportion of members who participated

Percentage of Members Engaged With Each Type of Activity
1% - 6% - 11% 16% 21% 31% 41% Over
N 0%
5% 10% -15% -20% -30% -40% -50% 50%
Mean

Attend your annual convention 592 7% 15% 14% 10% 13% 14% 8% 8% 12% 22%

Attend at least one of your professional 19%
540 10% 18% 12% 9% 14% 13% 9% 7% 8%
development meetings
Acquire or maintain a certification with
480 47% 14% 9% 6% 7% 4% 2% 3% 8% 11%
your organization

Attend at least one of your webinars 519 25% 27% 14% 10% 7% 7% 6% 3% 3% 11%

Participate in your public social network 539 12% 35% 23% 9% 7% 7% 3% 2% 2% 10%

Purchase a non-dues product
(other than previously checked) 494 29% 25% 16% 10% 5% 5% 4% 1% 4% 10%

Volunteer with your organization 581 8% 39% 25% 10% 9% 5% 2% 1% 1% 9%

Purchase a book or directory 505 34% 24% 16% 8% 6% 5% 3% 2% 4% 9%

Participate in your private social network 511 34% 24% 16% 8% 5% 4% 4% 2% 3% 9%

Purchase a non-dues service
473 36% 27% 13% 8% 5% 3% 2% 2% 4% 9%
(other than previously checked)
Purchase or maintain insurance
479 52% 22% 8% 7% 3% 3% 2% 1% 4% 7%
through your organization

Upgrade their membership 472 48% 24% 12% 4% 3% 4% 2% 1% 2% 6%

Participate in your young professional program 447 57% 25% 9% 4% 3% 1% 0% 0% 0% 3%


RAISING DUES LEVELS
Another new area that we added to our What we found is that 30% of
research this year was the practices organizations report that they have or
around raising membership dues. will raise their membership dues in 2011
and 71% will increase dues rates between
We asked: “How often does your 1% and 10%. The majority of associations
association raise membership dues?”, raise dues on an as-needed basis and
“When was the last time your association do not have a regular dues increase
raised membership dues?”, and “What schedule.
was the average percentage of your last
membership dues increase across all
membership categories?”

How often does your asso
o ociation raise membership due
e es?
How often does your association raise membership dues?

12% 17%
9% 4% Annually
A
6
Every other yea
E ar
As
A needed
58% Never
N
Other
O
201 (N=644)
11

* The dues increase questions in the 2011 Benchmarking Research mirror questions from the 2007 Marketing
General Incorporated study titled, Membership Dues Increase Study: Best Practices in the Why, How, and
Outcomes of Raising Membership Dues. Despite the dramatic economic events of recent years, the
frequency and amount of dues increases vary only slightly from the findings of our 2007 report.


REPORT BACKGROUND declining membership or better renewal
rates, we are not claiming that any one
The 2011 Membership Marketing
behavior in and of itself causes this outcome.
Benchmarking Report marks the third year
There are literally thousands of variables that
that Marketing General Incorporated (MGI)
impact membership results.
has surveyed associations to better
understand the strategies and tactics they Nevertheless, if as a marketer one sees that
use to recruit members, engage new organizations with certain behaviors or
members, renew existing members, and practices tend to be doing better, one at
reinstate former members. least will want to explore the issue and see if
there is something that can be applied to his
However, beyond cataloging membership
or her organization.
practices, this Benchmarking Report also
takes these practices and cross-tabulates The report includes dozens of key findings
them with the membership results that can provide insights and direction for
associations are experiencing. membership marketing programs. We hope
that you find it of help as you seek to
The comparison of practices and outcomes in
maximize the membership results for your
membership provides strong directional
organization.
information on what tactics and strategies
might be added or dropped to help improve If you have questions or need assistance
a membership program. with your membership marketing, the team
at Marketing General Incorporated is
There is an important disclaimer that readers 7
pleased to be of help. Our website is:
should be aware of as they evaluate this
www.MarketingGeneral.com. Please find
report. Because an activity or practice has a
our individual contact information on the
statistical correlation with a growing or
back panel of this report.


INTRODUCTION
SURVEY OBJECTIVE What is the margin of error? The margin of error is
a statistical measurement used to assess the
The 2011 Membership Marketing Benchmarking accuracy of the data compared to the universe of
Report is the third installment of our annual respondents. Since it is impossible to survey all
tracking study. Our tracking research continues to association executives, statisticians rely on a
provide perspective on the tactics and strategies random sample of individuals from the “universe”
that organizations use to recruit new members, of association executives to estimate what the
engage and renew existing members, and results of the entire population would be. In
reinstate former members. Additionally, we essence, a randomly-generated sample provides
compare the effectiveness of different tactics and a statistical “snapshot” of the universe. The
strategies from year to year and assess changes in margin of error, therefore, measures the random
association membership levels. While some fluctuations or changes inherent in any sample.
questions from the 2010 study were removed, The smaller the margin of error means the more
new questions were added to the study as various accurate the measurement of the universe.
other issues and queries were brought to light.
This study’s significant level of .05 carries with it a
95% confidence interval, meaning that if this
METHODOLOGY study was conducted 100 times, the same results,
plus or minus the margin of error (3.8%, in this
The 2011 Membership Marketing Benchmarking case) would occur 95 out of 100 times. The
Study was conducted online and was launched on confidence interval is established as the
February 14, 2011, and was accessible to likelihood that the same results would be
respondents through March 7, 2011. Email replicated, and that differences are not due to
invitations were sent to approximately 5,719 chance or random fluctuations.
8 association professionals. In addition,
respondents had access to the survey through our
company blog site, if they did not receive a RESPONSE RATE
formal invitation. Close to 700 association
professionals responded to this year’s survey Email invitations were sent to 5,719 association
providing data and information about their professionals. There were 196 email addresses
membership marketing efforts and experiences. that “bounced,” resulting in a total of 5,523
delivered emails. 663 individual association
To ensure that only one response per association executives responded to the online survey
was included, “duplicate” association responses invitation, and another 29 completed the survey
were removed. For example, if more than one via the survey link on the blog post, resulting in
person from the same association completed the 692 completed surveys. The survey produced a
survey, the responses of the individual most 13% response rate overall, the same as the 2010
closely associated with the membership study. After removing the duplicate associations,
marketing responsibilities were used. Forty-two findings from a net of 650 respondents are
duplicate association responses were removed included in this report.
from the final results of this study, resulting in a
total of 650 respondents for this study, with a
margin of error of +/- 3.8%.


Which social media does your organization officially use?
(Please check all that apply.)

Faceboo
ok 91%
75%

TwiƩe
er 71%
66% 2011 (N=641)

LinkedIn (Public
c) 53% 2010 (N=405)
59%

YouTub
be %
45%
35%

LinkedIn (AssociaƟon Members Only
n y) 28%
Not asked in 201
10

27%
AssociaƟon Blo
A og 30%
24%
Asso
ociaƟon Listser
rv 31%

Private AssociaƟon Social Networ
rk 18
8%
7%
17

Flick
kr 15%
%
Not asked in 2010

Wikis 9%
13%
%

te
Ning/Groupsit 4%
6%

Second Lif
fe 2%
3%

MySpac
ce 1% 9
4%

None 6%
8%
2011 (N=641)
er
Othe 4%
6% 2010 (N=405)

Similar to the previous study, Social media declines are seen Associations showing an
the top social media platforms with the use of Association increase in membership overall
officially used by associations Blogs and Listservs, and the and an increase in renewals
include Facebook (91%), use of Wikis. over the past year are
Twitter (71%), and LinkedIn significantly more likely to use
Only 4% of individual
(53%), although there has been an association blog and a
membership associations and
a slight drop in the percentage private association social
9% of organizational/trade
of LinkedIn use by network, compared to
associations report that they
associations, compared to an associations showing no
do not officially use social
increase in the use of change or declines in
media platforms.
Facebook and Twitter. membership and renewals.
Interestingly, associations with
There has also been an
an 80% or higher renewal rate
increase in associations’ use of
are significantly more likely to use
YouTube over the past year
a Members-Only LinkedIn site.
(45% in 2011 vs. 35% in 2010).


Of the social media your association uses, which has been
the most effective in achieving your membership goals?

Most EﬀecƟve Social Media Outlets in Reaching Membership Goals?
N % Rank 1 % Rank 2
2011 2010 2011 2010 2011 2010
Facebook 329 307 29% 30% 22% 28%
LinkedIn (Public) 161 242 15% 33% 10% 23%
AssociaƟon Listserv 91 125 11% 59% 3% 14%
LinkedIn (AssociaƟon Members Only) 89 NA 8% NA 6% NA
TwiƩer 175 267 7% 10% 20% 26%
Private AssociaƟon Social Network 58 70 5% 39% 4% 27%
AssociaƟon Blog 57 123 5% 19% 4% 16%
YouTube 55 141 3% 6% 6% 16%
Ning/Groupsite 13* 23* 1% 13% 1% 9%
Wikis 6* 55 -- 9% 1% 13%
Flickr 6* NA -- NA 1% NA
Second Life 1* 10* -- -- -- --
MySpace 0 15* -- -- -- --
10 Other 10* 25* 1% 24% -- 4%
* Small cell sizes can result in inflated percentages.

Facebook is now considered LinkedIn (public access) is also rated as an effective outlet by
the most effective media rated one of the top two most a higher percentage of
outlet for reaching specified effective social media outlets, association professionals in the
membership goals. While the but by far fewer respondents, last study (20% vs. 26% in
percentage of respondents compared to the previous 2010). Private association
rating it first has not changed study (15% vs. 33% in 2010). social networks are not
much from the previous study This may be because we considered as effective as they
(29% vs. 30% in 2010), other added a second LinkedIn were in the prior research (4%
outlets that were previously option in the 2011 survey. vs. 27% in 2010).
considered most effective
Facebook is also rated as the Associations with renewal rates
(association listserv and private
second most effective media less than 80%, and those with
association social network) are
outlet, but at a slightly lower individual memberships, are
perceived as significantly less
percentage than in the 2010 significantly more likely to
effective than reported in the
study (22% vs. 28% in 2010). consider Facebook their most
previous study.
effective social network outlet.
Twitter is considered one of
the top two most effective
social media outlets. It was


How do prospective new members learn about or
become aware of your organization?

How ProspecƟve Members Learn or Become Aware of Your OrganizaƟon
2011 2010 2009
(N=638) (N=405) (N=599)
Member word-of-mouth recommendaƟons 90% 91% 77%
AssociaƟon website 87% 88% 85%
Email to prospects 71% 67% 61%
PromoƟon to/at your own conference/convenƟon 65% 66% 65%
Co-worker or colleague recommendaƟons 64% 67% 54%
Direct mail to prospects 62% 66% 76%
AssociaƟon-sponsored events 57% 56% 37%
Cross-sell to non-members who buy your products or aƩend
56% 59% 52%
your conferences
Local events/meeƟngs 53% NA NA
AssociaƟon-sponsored social networking websites
51% 56% 35%
(e.g., Facebook, LinkedIn)
ExhibiƟng at other conferences 50% 51% 53%
AdverƟsing in your own publicaƟons 48% 56% 51%
RecommendaƟons from/connecƟons with other associaƟons 47% 50% 40%
Search engines (organic) 45% 47% 34%
Public relaƟons 40% 39% 29%
Chapters 38% 46% 39%
Employer recommendaƟons 33% 37% 30%
AdverƟsing in outside publicaƟons 31% 31% 28%
Faculty recommendaƟons 28% 32% 35%
Personal sales calls 25% 22% 24%
Job board 24% 23% 23%
AccreditaƟon promoƟon 18% 20% 14%
TelemarkeƟng to prospects 16% 18% 18% 11
Search engine ads (paid or pay-per-click) 14% 20% 8% Upward
Paid banners on other websites 12% 13% 12% Trend
Radio or TV 7% 5% 7%
Other 4% 3% 3% Downward
Do not know 0% 0% 1% Trend

Continuing the trend from the previous two studies, • Chapters (38% in 2011 vs. 46% in 2010)
member word-of-mouth recommendations (90%), an • Employer recommendation (33% in 2011 vs.
association website (87%), and email to prospects 37% in 2010)
are the three most common means by which • Association-sponsored social networking
prospective members learn of an organization. websites (51% in 2011 vs. 56% in 2010)
However, email to prospects is the only method of
• Advertising in own publications (48% in 2011
the top three that has shown a continued increasing
vs. 56% in 2010)
trend over the three studies.
• Search engines (paid or pay-per-click) (14% in
More than 60% of association professionals indicate 2011 vs. 20% in 2010)
that prospects learn of their organization through
promotion to/at their conferences (65%), through a co- Associations with an 80% renewal rate or higher
worker or colleague (64%), or through direct mail (62%). are more likely to rely on member word-of-
However, direct mail is the only method of these three mouth recommendations or personal sales calls,
showing a continuous decline from year to year. compared to those with a lower renewal rate.

Recommendations through faculty members have also Those associations that rely on email to
showed a declining trend over the past three years. prospects, local meetings or events, and/or
association-sponsored networking sites to
Other methods that show a decrease in generating increase association awareness are significantly
association awareness from the 2010 study include: more likely to show increases in renewal rates
over the previous year.


What are the two most effective membership recruitment
marketing channels you have used?

Most EﬀecƟve Membership Recruitment Channels
N % Rank 1 % Rank 2
2011 2010 2011 2010 2011 2010
Member word-of-mouth recommendaƟons 222 371 22% 27% 13% 19%
Direct mail to prospects 171 268 15% 27% 11% 17%
Email to prospects 125 272 10% 10% 9% 14%
PromoƟon to/at your own conference/convenƟon 84 266 8% 11% 5% 8%
Co-worker or colleague recommendaƟons 92 270 7% 13% 7% 13%
Personal sales calls 70 90 7% 23% 4% 16%
AssociaƟon website 94 359 5% 8% 9% 11%
Cross-sell to non-members who buy your products or
85 238 5% 6% 8% 12%
aƩend your conferences
AssociaƟon-sponsored events 94 226 3% 2% 5% 8%
Employer recommendaƟons 29 150 3% 8% 2% 5%
Faculty recommendaƟons 27 128 2% 6% 2% 7%
Chapters 34 188 2% 10% 3% 9%
ExhibiƟng at other conferences 32 208 1% 3% 4% 5%
AdverƟsing in your own publicaƟons 7 226 1% 0% 1% 1%
RecommendaƟons from/connecƟons with other
16 202 1% 2% 2% 5%
associaƟons
Search engines (organic) 19 192 1% 1% 2% 5%
Public relaƟons 9 158 1% 3% 1% 3%
AssociaƟon-sponsored social networking websites
12 (e.g., Facebook, LinkedIn)
16 226 1% 0% 2% 0%
Local events/meeƟngs 29 NA 1% NA 4% NA
AccreditaƟon promoƟon 9 82 1% 6% 1% 4%
TelemarkeƟng to prospects 18 73 1% 7% 2% 7%
AdverƟsing in outside publicaƟons 7 128 -- 2% 1% 3%
Radio or TV 4 19 -- -- 1% --
Job board 2 94 -- -- -- --
Search engine ads (paid or pay-per-click) 4 80 -- -- -- --
Paid banners on other websites 0 51 -- -- -- --
Other 15 13 2% 15% 1% --

While the percentages have A significantly higher A significantly higher
fallen somewhat, the top two proportion of individual percentage of larger
most effective recruitment member associations rank associations (5,000 or more
channels are still considered direct mail to prospects as the members) consider direct mail
member word-of-mouth most effective membership to be the most effective
recommendations and direct recruitment channel, recruitment channel,
mail to prospects. compared to trade compared to smaller
associations (19% vs. 12%), associations. Small
while association executives from associations (up to 1,000
trade associations are significantly members) are significantly
more likely to rate personal sales more likely to rate personal
calls as most effective for sales calls as the most effective
recruitment (16% vs. 2%). recruitment channel.


What do you believe is the ONE TOP reason members
JOIN your organization?

25%
Networking wit others in the field
N th 24%
22%

Ac alized and/or current
ccess to specia 14%
4
13%
info
ormaƟon 23%
2011 (N=641)
)
10%
vocacy
Adv 11% 2010 (N=400)
)
Not asked in 2009
2009 (N=303)
)
7%
ConƟnuing educaƟon
C 11%
5%
7%
Learning best pracƟce in their profession
es 9%
8%
8

Discounts on products or me
eeƟng 5%
6%
urchases
pu 9%

5%
Prest of belongin to the assoc
tige ng ciaƟon Not asked in 2009/2010

5%
erences/trade shows
Confe Not asked in 2009/2010

4%
aƟon or cerƟficaƟon
Accredita 4%
2%
3%
ociaƟon publicaƟons
Asso 6%
3%
2%
Adva
ancing their po
osiƟon 2%
4%
1%
%
Access to career reso
s ources 3%
1%
%

1%
%
Acc to industry benchmark studies
cess y 1%
%
Not asked in 2009

Insurance (Affinity prog
e grams)
1%
% 13
Not asked in 2009/2010

1%
%
Access to industry thought le
A eaders
Not ask in 2009/2010
ked

1%
%
No sure
ot 2% 2011 (N=641)
)
Not aske in 2009
ed
2010 (N=400)
)
8%
8
Other 9% 2009 (N=303)
)
10%

One-quarter of respondents the main reason members join vs. 10% showing no change,
indicate that the top reason their association. This and 6% showing declines).
they joined was to network percentage did not shift much
There is a downward trend in
with others in the field (25%). from the 2010 study (up from
the percentage of respondents
This represents a continued 13%), but still represents a
who believe that discounts on
trend upward, suggesting that substantial decline from the
products and meeting
networking events and result in 2009 (23%).
purchases are a strong
opportunities are becoming
Advocacy is considered a membership driver.
increasingly more important
strong membership driver by Respondents are also less
for members. This is
about 10% of association likely to believe that
specifically evident for smaller
professionals, on par with the continuing education, best
associations, those with fewer
2010 findings. This is especially practices, association
than 5,000 paid members.
true for associations with publications, and career
Fourteen percent of renewal rates at or above 80% resources are strong
association professionals (14% vs. 5%) and those with an membership motivators.
believe access to specialized increase in membership counts
and/or current information is over the past five years (13%


Who is most likely to pay the dues for your membership?

8% 4%

Employyer/Company
Employyer/Company
51%
% Member
Member
37%
7 Both (p
parƟal reimburrsement)
Both (p
parƟal reimburrsement)
Not sure
Not sure
2011 (N
N=643)
2011 (N
N=643)

About half of the respondents associations with renewal rates Looking at industry,
indicate that dues are most below 80% are significantly associations more likely to
likely paid by a member’s more likely to report dues are have employer/company
employer or company (51%), paid by the member, partially financial backing include:
and 37% report that the or in full.
• Finance/Accounting (68%)
member pays the dues
However, associations where
themselves. Only 8% of • Professional Services (63%)
14 the member pays his or her
association professionals • Building/Construction (90%)
own dues are more likely to
indicate that members
have seen membership growth • Manufacturing (68%)
typically receive a partial
in the past year (53% vs. 46%)
reimbursement for their • Travel/Hospitality (74%)
and are more likely to have
membership.
seen membership growth Associations, by industry, most
Associations that indicate that in the past five years likely to have members paying
an employer/company are (53% vs. 47%). their own dues include:
most likely to pay membership
Organizational/trade • Philanthropic (52%)
dues realized a greater
associations are more likely to
decrease in renewal rates than • Healthcare (52%)
have employer/company
associations that indicate that
financial support for • Scientific/Engineering (47%)
the individual member pays
membership dues (80% vs.
the dues for themselves (50%
32% for individual membership
vs. 38%).
associations). Conversely,
Associations with renewal rates individual membership
at or above 80% are organizations are significantly
significantly more likely to more likely to have members
report that the who pay their own dues,
employer/company pays compared to trade
membership dues, while associations (52% vs. 16%).


Which of the following communication methods do you use
to help onboard or engage new members in the association?
71%
Email welco
ome 72%
62%
67%
Mailed welcome kit
e 68% 2011 (N
N=643)
83%
2010 (N
N=402)
51%
Membership card or cerƟﬁc
c cate 599% 2009 (N
N=337)
58%

30%
Volunt elcome phone call
teer or staﬀ we 32%
%
26%
25%
ember introductory email series
New-me 27%
14%

In-pe
erson new-mem mber recepƟon or
n 23%
20%
orienta
aƟon 19%
23%
Special discou on purcha
unts ases 23%
17%
18%
Invite to chapter meet
o ting 25%
23%
17%
New
w-member sur
rvey 18%
20%

Ne
ew-member ne
ewsleƩer (Mai or
il 15%
20%
elect
tronic) 1
11%
12%
Tele elcome phone call
emarkeƟng we 10%
4%

New-member giŌ (i.e., giŌ ca
N ard, 1
11%
0%
calendar, or notepad) 0%
10%
Custo new-memb renewal series
om ber 1
11%
7%
5%
Early or "at birth" renewal
" 4%
2% 15
2% 2011 (N
N=643)
No specia communicat
al tion 2%
2%
2010 (N
N=402)
5%
Ot
ther 5% 2009 (N
N=337)
8%%

The most commonly used from the previous years (59% in those with less than 80%
methods for onboarding or 2010 and 58% in 2009). renewal rates are significantly
engaging new members are an more likely to use membership
The use of in-person new-
email welcome (71%) and a cards/certificates (57% vs. 47%)
member reception or
mailed welcome kit (67%). and/or new-member gifts (15%
orientation has increased
Neither shows shifts in vs. 9%).
slightly from the previous
percentage of usage from the
studies (23% vs. 20% in 2010 Furthermore, associations
2010 study, but the percentage
and 19% in 2009). showing an overall increase in
of associations that use an
membership over the past five
email welcome continues to However, the popularity of
years are significantly more
remain above the initial 2009 invitations to chapter meetings
likely to include a custom new-
benchmark (62%), while the and new-member newsletters
member renewal series as an
percentage of associations has shown a decline from the
onboarding tool (12% vs. 6%).
using a mailed welcome kit previous findings.
remains below the 2009 Associations reporting
benchmark (83%). Associations with 80% renewal
increases in renewal rates are
or higher are significantly more
significantly more likely to
About half of association likely to include a volunteer or
incorporate an email welcome
professionals provide a staff welcome phone call as
into their engagement tool kit
membership card or certificate part of their onboarding
(80% vs. 71%).
to members (51%), a decline methods (34% vs. 24%), while


What proportion of your members do you estimate engage
with your organization in the following areas EACH YEAR?

Percentage of Members Engaged With Each Type of AcƟvity
1% - 6% - 11% - 16% - 21% - 31% - 41% - Over
N 0% Mean
5% 10% 15% 20% 30% 40% 50% 50%
AƩend your annual
592 7% 15% 14% 10% 13% 14% 8% 8% 12% 22%
convenƟon
AƩend at least one of your
professional development 540 10% 18% 12% 9% 14% 13% 9% 7% 8% 19%
meeƟngs
Acquire or maintain a
cerƟﬁcaƟon with your 480 47% 14% 9% 6% 7% 4% 2% 3% 8% 11%
organizaƟon
AƩend at least one of your
519 25% 27% 14% 10% 7% 7% 6% 3% 3% 11%
webinars
ParƟcipate in your public
539 12% 35% 23% 9% 7% 7% 3% 2% 2% 10%
social network
Purchase a non-dues
product (other than 494 29% 25% 16% 10% 5% 5% 4% 1% 4% 10%
previously checked)
Volunteer with your
581 8% 39% 25% 10% 9% 5% 2% 1% 1% 9%
organizaƟon
16 Purchase a book or
505 34% 24% 16% 8% 6% 5% 3% 2% 4% 9%
directory
ParƟcipate in your private
511 34% 24% 16% 8% 5% 4% 4% 2% 3% 9%
social network
Purchase a non-dues
service (other than 473 36% 27% 13% 8% 5% 3% 2% 2% 4% 9%
previously checked)
Purchase or maintain
insurance through your 479 52% 22% 8% 7% 3% 3% 2% 1% 4% 7%
organizaƟon
Upgrade their
472 48% 24% 12% 4% 3% 4% 2% 1% 2% 6%
membership
ParƟcipate in your young
447 57% 25% 9% 4% 3% 1% 0% 0% 0% 3%
professional program


The two most engaging activities (by mean) are Greater than one-third of associations report that
the annual conventions (22%) and the up to 5% of their members either volunteer
professional development meetings (19%). within the organization (39%) and/or participate
in the association’s public social network (35%).
20% of association professionals indicate that
more than 40% of their members attend their Findings indicate that associations with more
annual convention. than 80% in renewals and those with increases in
membership over the past year are significantly
Greater than 10% of respondents report that
more likely to have over 50% of their members
more than 40% of their members attend at least
attend the annual conference.
one of their association’s professional
development meetings and/or acquire or Associations with renewal rates at 80% or higher
maintain a certification with the organization. are significantly more likely to have about 11% to
15% of their members volunteer within the
More than half of the associations report that
organization, compared to associations with
none of their members engage with their
lower renewals (12% vs. 7%).
association through a young professionals
program (57%) and/or purchase insurance
through the association (52%).

17


What is your overall membership renewal rate?

3%
3
Unde 50%
er 3%
3
2%
% 2011 (N=643)
2010 (N=403)
6%
50% t 59%
to 4% 2009 (N=337)
4%

10%
60% t 69%
to %
11%
7%

23
3%
70% t 79%
to 21%
16%

4%
34
80% t 89%
to 40%
37%
18
23
3%
90% or h
higher 18%
29%

2%
%
No sure
ot 3%
3
4%


In the current study, there is an Small associations with up to Association industries most
increase in the percentage of 1,000 members are likely to show renewal rates at
associations reporting overall significantly more likely to 90% or higher include:
renewal rates of 90% or higher. report renewal rates above
This percentage shows a 90%, while associations with • Finance/Accounting (41%)
substantial rebound from the more than 1,000 paid • Manufacturing (43%)
precipitous drop between the members are significantly
• Education (23%)
2009 and 2010 study. more likely to indicate renewal
rates between 70% to 79%.
There is a decrease in the Association industries most
percentage of associations Organizational/trade likely to show renewal rates
reporting renewal rates associations are significantly between 80% and 89%
between 80% to 89%, more likely to report renewal include:
suggesting that some of the rates above 90% compared to • Building/Construction (45%)
associations reporting an 80%- individual member
• Scientific/Engineering (44%)
89% renewal rate in the 2010 associations or those with both
research may have been able types of members (36%: trade • Healthcare (37%)
to increase their renewal rates vs. 16%: individual; 14%: both). • Professional Services (31%)
past 90%.
• Philanthropic (30%)
There is an increasing trend in
the number of associations
reporting renewal rates
between 70%-79%.

19


Renewal Rates by AssociaƟon Member Size
Under 50% to 60% to 70% to 80% to 90% or
N
50% 59% 69% 79% 89% higher
Up to 1,000 190 4% 5% 6% 15% 34% 33%
1,001 to 5,000 179 2% 6% 10% 27% 34% 20%
5,001 to 20,000 159 3% 6% 11% 26% 33% 19%
Over 20,000 109 1% 6% 12% 28% 38% 15%

Associations with more than 1,000 members are trade/organizational associations are significantly
significantly more likely to report renewal rates more likely to show renewal rates above 90%, it
between 70% to 79%, compared to the small- is highly probable that the small-sized
sized associations. Considering that associations are trade associations.

Renewal Rates by Percentage of Last Dues Increase
Under 50% to 60% to 70% to 80% to 90% or
N
50% 59% 69% 79% 89% higher
1% to 10% 423 2% 6% 9% 23% 34% 25%
11% to 20% 112 2% 5% 10% 29% 34% 20%
21% or more 59 9% 5% 15% 20% 36% 12%

20
Associations whose last dues increase was higher, compared to associations whose dues
between 1% and 10% are also significantly increase was more than 10%.
more likely to show renewal rates at 90% or


How many membership renewal CONTACTS (such as mailings,
emails, phone calls) do you make before a membership expires
with your organization?

2%
None 2%
1%

23%
1 to 3
t 22%
21%

44%
4 to 6
t 44%
46%

18%
7 to 9
t 20%
19%

7%
10 to 12
o 6%
7%

1%
13 to 15
o 2%
2%

1%
16 to 18
o 1% 21
1%

2%
More than 18
n 2%
1% 2011 ( (
(N=642)
2011 (N=642)
2010 ( (
(N=404)
2010 (N=404)
1%
Not sure
s 2% 2009 ( (
(N=337)
2009 (N=337)
%
3%

Overall, there is very little Fewer than 10% of associations Associations with more than
change from the previous make 10 or more membership 1,000 members are
studies in the number of renewal contacts before a significantly more likely to
renewal contacts made before membership expires. make from four to six renewal
a membership expires. More contacts compared to those
Organizations with 10 or more
than 40% of associations make with 1,000 members or fewer.
renewal contacts are slightly
four to six contacts before a
more likely to have renewal
membership expires (44%).
rates over 80% (11% to 9%).
About one-quarter of
Organizations with nine or
associations only make one to
fewer renewal contacts are
three contact attempts, while
slightly more likely to have
close to 20% make seven to
renewal rates less than 80%
nine contact attempts.
(87% to 84%).


When do you start the renewal effort?

8%
Im
mmediately aft welcoming
ter 6%
10%
2011 (N=6
641)
6% 2010 (N=4
405)
Prior to 6 months befo expiraƟon
ore 8%
8% 2009 (N=3
336)

7%
At 6 months prior to expiraƟon
r 5%
%
7%

4%
5 months prior to expiraƟon
r 3%
%
5%

12%
r 14%
%
13%

33%
3
r 35%
33%
3

16%
r 15%
13%

22 8%
1 month prior to expiraƟon
r 7%
5%
%

3%
The month of expiraƟon
h 3%
4% 2011 (N=6
641)

3% 2010 (N=4
405)
Not sure 3%
2009 (N=3
336)
5%
%

Compared to the two previous studies, there are Associations with renewal rates below 80% are
basically no changes with regard to when significantly more likely to begin renewal efforts at
associations begin their renewal effort. About one- three months prior to membership expiration (39%
third of associations begin their renewal effort three vs. 29%).
months prior to membership expiration.
Associations with renewal rates at 80% or higher are
Just over 10 percent of associations either begin more likely to begin renewal efforts from
their renewal effort at four months prior to expiration “immediately after welcoming a member” to the
(12%) or two months prior to expiration (16%). six months prior to expiration (24% to 19%).
There is a slight upward trend to start renewal Organizational/trade associations are significantly
efforts closer to the date of membership expiration more likely to start renewal efforts at two months,
(one or two months prior to expiration). compared to individual membership associations
(22% vs. 13%: individual), and as noted earlier, trade
associations have higher renewal rates compared to
individual membership associations.


When do you end renewal efforts
(stop renewal contacts to the member)?

2%
At the mon of expiraƟo
nth on 1%
2% 2011 (N=639)
1
8% 2010 (N=404)
0
1 month aŌer expiraƟo
on 9%
9% 2009 (N=336)
9

13%
2 months aŌer expiraƟo
on 14%
13%

24%
on 23%
21%

7%
on 7%
13%

3%%
on 2%
Not asked in 2
2009

8%
on 8% 23
Not asked in 2
2009

11
1%
More t
than 6 months aŌer expiraƟo
on 14%
Not asked in 2
2009

22%
We do stop contact
on't 19%
21%

3%
2011 (N=639)
1
Not sur
re 3%
%
4%
4 2010 (N=404)
0
2009 (N=336)
9
About one-quarter of association professionals after membership expiration (23% vs. 20%).
indicate they end renewal efforts three months Additionally, associations with an increase in
after membership expiration (24%). This membership over the past five years are
represents a continued upward trend. significantly more likely than associations with five-
year declines in membership to report that they
22% of associations indicate they do not stop
do not stop contact for renewals (25% vs. 16%).
contact for renewal efforts, a slight increase over
the previous year’s decline. Associations with dues increases up to 20% are
significantly more likely to indicate they do not
Directionally, associations with renewal rates at
stop contacting lapsed members compared to
80% or higher are more likely to report they do
those with dues increases above 20%.
not stop contacting members for renewal even


Which of the following marketing channels do you use
for membership renewals?

88%
Email markeƟng 88%
83%
82%
%
Direct mail
t 85%
8
91%

52%
Staﬀ phone calls
e 49%
56%

24
4%
TelemarkeƟng 23%
%
27%
20%
Pee member con
er ntacts 24
4%
31%
18%
Board phone calls
e 15%
28%

15%
Magazine cover wraps
w Not aske in 2010/2009
ed

14%
Chapter phone calls
C e 14%
15%

13%
Social media con
ntacts Not aske in 2010/2009
ed

10%
Fax 11%
17%
2011 (N=644)
24 Employer con
ntacts
8%
7%
7 2011 (N=644) 2010 (N=405)
%
4%
2010 (N=405) 2009 (N=333)
3%
Other
O 3% 2009 (N=333)
4%
%

Email marketing and direct mail are still the most Associations reporting increases in overall
common marketing channels for membership membership over the past year are significantly
renewals, although direct mail shows a more likely to use social media contacts
continued drop in usage for renewals. compared to associations showing declines in
membership (16% vs. 8%).
Staff phone calls are used by more than half of
the associations (52%), showing a slight increase Associations with increases in renewals are
over the previous year’s drop. significantly more likely to use email compared
to associations showing declines in their
About 2 in 10 association professionals indicate
renewals over the past year (92% vs. 84%).
that their organization uses peer member
contacts for renewal marketing, although this Individual membership associations are
channel has also shown steady declines in usage. significantly more inclined to use email
marketing and direct mail compared to trade
Associations with an 80% renewal rate or higher
associations. However, the trade associations
are significantly more likely to use staff phone
show a significantly higher percentage of use for
calls for renewal marketing (60% vs. 40%) and
channels such as staff phone calls, peer member
directionally are more likely to also use peer
contacts, and board member phone calls.
member contacts (22% vs. 18%).


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