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The annual Membership Marketing Benchmarking Report is produced by Marketing General, Inc. (MGI). MGI sprecializes in helping membership organizations recruit and retain members. Visit www.MarketingGeneral.com for more information.
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Membership Marketing Benchmarking Report
What are the Trends in Association Membership?
2011 MGI Annual Membership Benchmarking Report
• Third Year Produced by MGI• Over 650 Participating Associations• Up Front Disclaimer
• What not Why• Correlation not Prediction
•Get a Free Copy of the Full Report at: www.marketinggeneral.com
Research Goals
1. Gain an understanding of the membership marketing practices of associations
2. Define what practices they believe are most effective
3. Understand through cross tabulation with new member, renewal and growth numbers what practices correlate with better outcomes
4. Page numbers in this presentation correspond to the printed report (download the report at www.marketinggeneral.com).
Research Methodology
1. 5,719 requests to participate2. 11.3% response rate with 650 participating
associations (one response per association)3. Margin of error + / - 3.8% with a 95%
confidence level(See page 8)
Pages 2 & 3
Page 41
Page 37
Page 37
Page 50
MGI Proven Marketing Approach
Membership Lifecycle
•Awareness
•Recruitment
•Engagement
•Renewal
•Reinstatement
Membership Awareness
Page 11
Page 9
Membership Recruitment
Page 13
Page 39
Page 12
Membership Engagement
Page 15
Page 10
Page 16
Membership Renewals
Page 18
Page 20
Page 21
Page 22
Page 23
Page 24
Page 25
Page 26
Membership Reinstatement
Page 28
Get a Free Copy of the Full Report at: www.marketinggeneral.com
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