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For more information, visit wildapricot.com/membership-insigh t-survey Survey Highlights

Small Membership Survey Highlights

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Since Wild Apricot’s goal is to help small associations and non-profits build websites, connect with supporters, and grow and manage their membership, we conducted a survey to gain insight into the world of the volunteers and staff of small membership organizations. We believe the survey findings provide a wealth of benchmarking information that can help small organizations see where their group fits within their universe, and offers a “snapshot” of the the small membership organization.

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Page 1: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

Survey Highlights

Page 2: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

Small Membership Insight Survey – What’s it all about?

Since Wild Apricot’s goal is to help small associations and non-profits build websites, connect with supporters, grow and manage their membership, we wanted to gain more insight into their world.

We conducted an online own survey to find out about who manages these organizations day-to-day, funding sources and much more. We wanted to know: does size matter and if so, how?

Our survey findings offer insight about small, volunteer-led organizations, as well as benchmarking information for the staff and volunteers of small organizations.

Page 3: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

Who participated in our survey?Here is a snapshot of our 559 survey respondents:

• 63.7% are (unpaid) volunteers

• More than 40% are in leadership roles (e.g., President/Board Chair - 22.7%; Executive Director -20.4%)

• Just over 50% represented associations

• 82.2% of respondents were based in the United States, with the remainder mainly from Canada, the UK and Australia

Page 4: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

What does a typical “small” membership organization look like?

Based on our survey data, a typical small membership organization…

• Has fewer than 500 members

• Is volunteer-led

• Is staffed by 1 full or part-time staffer

Page 5: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

Portrait of a small membership organization

Our survey data suggests a typical small membership organization…

• Has non-profit status

• Is a stand-alone organization

• Has a local or regional membership reach

• Has an annual budget less than $50,000

Page 6: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

Budgets and funding sources

Here’s a snapshot of the financial status of the small membership organizations who participated in our survey:

• Budgets: 61.5% have an annual budget less than $50,000

• Membership growth patterns: More than 75% reported membership levels stayed the same or increased 10-50% in the last year

Page 7: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

Budgets and funding sources

• Income sources: 63.5% reported membership fees as a “critical source” of income; followed by events (34%), fundraising (21.8%), and sponsorship / advertising (17.5%)

• Membership fees: 54.6% had basic membership fees of $21.00-$99.00

Page 8: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

Top prioritiesThe three top priorities for small organizations are:

• Increasing membership (27.7%)

• Increasing member engagement (22.1%)

• Demonstrating member value (15%)

Page 9: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

Reasons members join and Programs & services offered

Top 3 reasons members join:• Networking (77.1%)• Member education/professional

development (71.3%)• Learning best practices in their

profession/field (43.7%)

Top 3 program & service categories:• Networking events (66.8%)• Member education/professional

development (64.9%)• Information/publications/books

(44.1%)

Page 10: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

Who manages small membership organizations day-to-day?

• Volunteer only - 53.4%• Staff only - 23.3%• Combination of volunteer & staff

- 23.3%

Staffing levels: • 30% had 1 part-time staff• 23.4% had 1 full-time staff• 11% had 2 part-time staff• 11% had 3-5 part-time staff

Page 11: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

Small membership communications

Page 12: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

Small membership communications• Top 3 tools for communicating with

existing members: – email - 97.3%– websites - 63.2%– newsletters/magazines - 58.7%

• Top 3 channels for renewal efforts: – email - 85.4%– websites -70%– direct mail - 38.3%

• Recruitment channels: – websites - 92%– word-of-mouth - 89.4%– email - 65%

• Social media use: – 54.5% use social media for member

communications– Recruitment:

• 50% use Facebook for recruitment • 25% use Twitter • 19.2% use LinkedIn

Page 13: Small Membership Survey Highlights

For more information, visit wildapricot.com/membership-insight-survey

Want additional insight into small membership organizations?

You can download the full Small Membership Insights Survey Report here:http://www.wildapricot.com/membership-insight-survey/