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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14
Welcome to the 201314 Membership Survey. The results of this survey will help membership professionals benchmark activities with other membership organisations. It will also provide valuable insights into what member recruitment and retention approaches are working well. In the past this key knowledge has been extremely useful when planning forthcoming activities. The survey will take approximately 15 minutes to complete. It is confidential and anonymous. *** The survey will close on 31st January 2014, so please participate before that date. *** Why participate? Anyone who completes the survey will receive a free copy of the results (worth £75/€88/A$125/US$120). This is an update of a survey undertaken in 20089 and 201112, so we will be able to report on trends. The survey has been developed by membership development expert Sue Froggatt from the UK, with contributions from survey partners, Mark Levin from the USA and Belinda Moore from Australia. The survey has also been endorsed by AuSAE (The Australian Society of Association Executives), the IoAM (The UK Institute of Association Management), MemNet and Memberwise. This survey is being kindly sponsored by Silverbear who provide membership software solutions. A report will be published of the results on 1st March 2014. The report will be free to associations who participate. If you do not wish to participate, but would like to preorder a copy of the results please send an email to Sue Froggatt. The cost of the report is £75. PS: Some of the questions require data and statistics about membership. If it would be helpful to download a copy of the survey beforehand to be better prepared, please click here. (c) Sue Froggatt Training & Consulting, 2013
1. What type of members do you have? (Tick one.)
2. In which countries and regions are your members based? (Tick as many as apply.)
1. About This Survey
2. About Your Membership
*
Only individuals
nmlkj Only organisations
nmlkj Both individuals and organisations
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They are spread all over the world
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Australia
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Canada
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Eire
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New Zealand
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UK
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USA
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Africa
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Eastern Europe
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Europe
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Middle East
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SE Asia
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South America
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Other (please specify)
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14
In this section we ask for figures that will enable us to calculate and analyse key statistics, for example member retention rates. Please report using the latest information you have. Ideally this will be for the last 12 months to date. If this is not available, please use the figures from the last published annual report or plan.
3. How many members did you have at the start of the 12 month period?
4. How many members did you have at the end of the 12 month period?
5. How many new members did you have join over the 12 month period?
6. Which 12 month period have you used? The figures you have given in the above question, which period do they cover?
7. If known, what is the average number of years that a member stays in membership (tenure)?
8. Over the next 12 months, are you expecting membership to increase, decrease or stay the same? Please choose from the following options the range which best represents your predicted change.
9. Please add any comments about why you predicted this change.
3. Key Membership Information
Number of members at the start
Number of members at the end
New members
Month of Year Ending
Period of coverage 6
Average number of years in membership
4. The Next 12 Months
% Change
Expected change in total membership 6
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5. Membership Subscription Rate/Dues
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1410. What is the current annual membership fee (to the nearest £, $ or €)? Please just enter whole numbers in the box i.e. don't enter commas, full stops or currency symbols (£, $ or €). NB: If you only have one subscription level, enter the same figure in both boxes.
11. What currency have you used above? (NB: This is a mandatory question i.e. you must answer this question to proceed to the next part.)
12. What do you believe are the main reasons members initially join your organisation?
Highest
Lowest
If known, the mostly frequently paid fee
*
6. Member Recruitment
£ UK
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€ Euros
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$ Australia
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$ Canada
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$ New Zealand
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$ USA
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Other please indicate your country and unit of financial measurement
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Meet people or make friends
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Business development e.g. sales opportunities
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Networking
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It is expected by their boss, clients or customers
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Access to grants
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It is a must in order to practice or dobusiness
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Best practice
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Discounts or free resources
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Specialised information or research
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Keep uptodate with what is happening
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Insurance
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The magazine
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Actively support our cause
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The involvement opportunities
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Demonstrate professionalism, recognition or status
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Passively support our cause
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Career development or continued education
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Information, insights and/or best practice
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The logo or credibility
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Qualifications
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Advice & support / helplines
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Representation, lobbying or advocacy
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The postnominal (letters after their name)
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Events e.g. conferences, exhibitions, seminars
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Other
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Like to belong to a likeminded community
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Reduce isolation
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Not sure
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Other
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1413. Please indicate the main approaches you use to recruit new members and, for those you use, which you think are the most and least effective in attracting new members?
Use Very Effective
Use Not Very Effective
Use Don't Know How Effective
Don't Use
Cross selling other products and services nmlkj nmlkj nmlkj nmlkj
Direct mail/mailshots nmlkj nmlkj nmlkj nmlkj
Email marketing campaigns nmlkj nmlkj nmlkj nmlkj
Events booths at exhibitions nmlkj nmlkj nmlkj nmlkj
Events local branches/chapters/regions nmlkj nmlkj nmlkj nmlkj
Events national conferences nmlkj nmlkj nmlkj nmlkj
Events training courses/seminars/workshops nmlkj nmlkj nmlkj nmlkj
Events webinars nmlkj nmlkj nmlkj nmlkj
Mobile apps or marketing campaigns nmlkj nmlkj nmlkj nmlkj
Paid for advertising banners nmlkj nmlkj nmlkj nmlkj
Paid for advertising printed publications nmlkj nmlkj nmlkj nmlkj
Paid for advertising radio or TV nmlkj nmlkj nmlkj nmlkj
Paid for advertising search engines nmlkj nmlkj nmlkj nmlkj
Personal sales calls & presentations nmlkj nmlkj nmlkj nmlkj
PR activity e.g. articles in the press nmlkj nmlkj nmlkj nmlkj
Recommendations from a member, colleague or friend nmlkj nmlkj nmlkj nmlkj
Recommendations from a teacher, lecturer or other educator nmlkj nmlkj nmlkj nmlkj
Recommendations from other organisations nmlkj nmlkj nmlkj nmlkj
Recommendations from their manager or employer nmlkj nmlkj nmlkj nmlkj
Recommendations specific 'membergetmember' campaign(s) nmlkj nmlkj nmlkj nmlkj
SEO Search engine optimisation nmlkj nmlkj nmlkj nmlkj
Social media blogging nmlkj nmlkj nmlkj nmlkj
Social media Google+ nmlkj nmlkj nmlkj nmlkj
Social media groups run by other organisations nmlkj nmlkj nmlkj nmlkj
Social media hosting a Facebook group nmlkj nmlkj nmlkj nmlkj
Social media hosting a LinkedIn group nmlkj nmlkj nmlkj nmlkj
Social media Twitter nmlkj nmlkj nmlkj nmlkj
Social media YouTube nmlkj nmlkj nmlkj nmlkj
Telemarketing/telesales campaigns nmlkj nmlkj nmlkj nmlkj
Your web site nmlkj nmlkj nmlkj nmlkj
Others that you use (please indicate how effective they are):
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1414. Do many other organisations act as partners in helping you recruit new members?
15. Over the last 12 months, approximately how much did you spend on member recruitment?
16. Does the above figure include or exclude overheads e.g. staff costs?
17. Do you use promotional incentives or special offers/deals to encourage people to join, and if so, do you think they are effective?
18. Please describe what promotional incentives you use and what factors contributed to the final result/outcome?
Recruitment spend
7. More On Incentives
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8. Member Retention
No
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Yes
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If you have partners, please describe the types of organisations that help with recruitment:
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Includes overheads
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Excludes overheads
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Don't know if it includes or excludes overheads
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Use very effective
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Use sometimes effective
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Use not effective
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Use don't know how effective
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Don't use
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If you have ever used a joining incentive which was very effective, please describe the incentive you use:
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1419. When a new member joins, do you have any special activity in place get to them involved or engaged?
20. What do you believe are the main reasons members renew and stay in membership?
21. What specific activities (if any) do you undertake to improve member retention?
22. When do you start the renewals process i.e. how many weeks before the due date do members get the first renewal communication?
None Lots
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9. Renewals
Advice & support / helplines
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Insurance
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Like to belong to a likeminded community
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Best practice
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Qualifications
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It is a must in order to practice or dobusiness
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Career development or continued education
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The involvement opportunities
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Access to grants
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Networking
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The logo or credibility
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Actively support our cause
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Representation, lobbying or advocacy
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The magazine
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Passively support our cause
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Keep uptodate with what is happening
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It is expected by their boss, clients or customers
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Not sure
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Discounts or free resources
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Events e.g. conferences, exhibitions, seminars
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The postnominal (letters after their name)
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Meet people or make friends
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Demonstrate professionalism, recognition or status
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Specialised information or research
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Information, insights and/or best practice
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Business development e.g. sales opportunities
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Reduce isolation
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Other (please specify)
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1423. How do you organise renewals? (Please tick all the options you offer.)
24. What are the main reasons why members do not renew their membership? (Please tick all those which are significant factors.)
10. Member Research
Annual fixed date (members all get their renewal notice on the same day)
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Annual anniversary date (members get their renewal notice 12 months after they have joined)
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Quarterly
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Monthly
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Life a one off payment
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Other
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Other (please specify)
Business closed or merger
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They did not use or takeup the benefits & services
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Retired from profession / Left the profession
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Employer will no longer pay their subscription
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Disagreed with what we were doing
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Poor service
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Pressure on funds / no longer afford / recession
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Made redundant
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Unhappy with performance of benefits and services
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Lack of communication
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Did not think it was good value for money
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Do not see or get the renewal notice
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Forgot to renew
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Strong competitor activity
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Lack of engagement or involvement
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Not good value for money / Too expensive
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Change in interests / no longer relevant
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Membership is no longer relevant
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Found better value from another provider
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Did not get involved or attend any events
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Other reasons for not renewing membership:
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Please
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1425. Below is a list of different types of research or surveys undertaken by associations. Which did you undertake last year as a single survey, or as a section or element of a larger survey?
26. Please describe any other type of research that you do that is not mentioned in the above list.
Did continouslyDo on an 'ad hoc'
basisPlan to do No plans to do
Benchmarking studies against other organisations (formal or informal)
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Benefit awareness nmlkj nmlkj nmlkj nmlkj
Benefit usage nmlkj nmlkj nmlkj nmlkj
Benefit value nmlkj nmlkj nmlkj nmlkj
Branding nmlkj nmlkj nmlkj nmlkj
Competitor analysis nmlkj nmlkj nmlkj nmlkj
Customer service nmlkj nmlkj nmlkj nmlkj
Event feedback nmlkj nmlkj nmlkj nmlkj
Exit/lapsed member research nmlkj nmlkj nmlkj nmlkj
Failtojoin research nmlkj nmlkj nmlkj nmlkj
Future trends affecting members and the association nmlkj nmlkj nmlkj nmlkj
Market penetration nmlkj nmlkj nmlkj nmlkj
Member communications (ways used to contact members)
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Member needs & wants nmlkj nmlkj nmlkj nmlkj
Member satisfaction nmlkj nmlkj nmlkj nmlkj
Member segmentation nmlkj nmlkj nmlkj nmlkj
Mystery shopping nmlkj nmlkj nmlkj nmlkj
New member satisfaction nmlkj nmlkj nmlkj nmlkj
New product and service development nmlkj nmlkj nmlkj nmlkj
Nonmember research nmlkj nmlkj nmlkj nmlkj
Organisational awareness nmlkj nmlkj nmlkj nmlkj
Organisational image nmlkj nmlkj nmlkj nmlkj
Positioning nmlkj nmlkj nmlkj nmlkj
Readership & publications nmlkj nmlkj nmlkj nmlkj
The value of membership nmlkj nmlkj nmlkj nmlkj
Volunteer involvement nmlkj nmlkj nmlkj nmlkj
Volunteer satisfaction nmlkj nmlkj nmlkj nmlkj
Web site ease of use nmlkj nmlkj nmlkj nmlkj
Web site functionality nmlkj nmlkj nmlkj nmlkj
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Other
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14
27. How you think social media can help with membership development?
28. Which best describes your status regarding using social media to help with membership development?
29. How successful is your social media activity?
11. Social Media
12. Social Media Success
Not at all successful Slightly successful Moderately successful Very successful Extremely successful
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13. Abilities & Challenges
Help engage and retain existing members
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Help raise our profile
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Help recruit new members
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Don't believe it helps
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Not sure/Don't know
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Other (please specify)
Fully embraced and have a social media strategy in place
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Currently developing a plan
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Conducting a pilot
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Started experimenting with
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Thinking about it
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Decided not to use social media
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Not yet thought about
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None of the above. Please describe your situation.
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1430. How would you describe the association's overall ability to do the following?
Excellent Good Average Poor Very PoorDon't know/No comment
To raise its profile nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To develop a strong brand nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To generate leads for membership nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To qualify leads nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To nurture leads nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To track lead progress nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To develop a focused membership offer nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To communicate the value of membership nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To show that membership is good value nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To recruit members nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To track member involvement nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To understand member needs nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To empathise with members nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To encourage members to volunteer nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To support members who volunteer nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
To retain members nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1431. What do you feel are your greatest challenges in terms of developing your membership over the next 12 months? (Please tick all those that apply.)
32. Please describe further the specific challenges you face with regard to developing membership.
33. Do you have a formal written plan for recruiting and retaining members?
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14. Planning & Managing Membership Activity
Attracting younger members
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Competition
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Developing a good membership (CRM) system
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Developing a membership strategy or plan
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Developing a social media activity
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Developing new revenue streams
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Developing the web site
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Engaging members
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Getting departments with their own agenda to work together
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Improving customer service
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Improving internal processes and procedures
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Improving the membership systems/database
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Improving the quality and accuracy of data
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Improving your image and/or branding
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Insufficient budget/funds/resources
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Integrating different systems which hold data about members
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Lack of research into what members need, want and value
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Legislation
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Market saturation
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Measuring the impact of social media
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mproving and demonstrating value
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Not enough staff
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Organisational culture
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Raising your profile
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Recruiting new members
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Retaining existing members
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Tailoring communications and the membership offer to suit
individual member needs
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The economy
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Others not listed above:
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Yes for recruitment and retention
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Yes for recruitment only
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Yes for retention only
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No
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1434. What measures do you use for determining the success of member recruitment and retention activity/campaigns?
Use Very Effective
Use Not Very Effective
Use Don't Know How Effective
Don't Use
Attendance at meetings nmlkj nmlkj nmlkj nmlkj
Average number of years in membership nmlkj nmlkj nmlkj nmlkj
Average spend per member nmlkj nmlkj nmlkj nmlkj
Awareness of our organisation in the sector or community nmlkj nmlkj nmlkj nmlkj
Benefit Usage/TakeUp nmlkj nmlkj nmlkj nmlkj
Conversion rate (% of people or organisations who enquire then join) nmlkj nmlkj nmlkj nmlkj
Growth in membership numbers nmlkj nmlkj nmlkj nmlkj
How long members take to pay the renewal invoice nmlkj nmlkj nmlkj nmlkj
Media impact nmlkj nmlkj nmlkj nmlkj
Member satisfaction rating(s) nmlkj nmlkj nmlkj nmlkj
Number of members and nonmembers that attend events nmlkj nmlkj nmlkj nmlkj
Number of new enquires about membership nmlkj nmlkj nmlkj nmlkj
Number of new members recruited nmlkj nmlkj nmlkj nmlkj
Number of new members who have been recommended by members nmlkj nmlkj nmlkj nmlkj
Percentage of members who are involved or actively participate nmlkj nmlkj nmlkj nmlkj
Percentage of members who renew the renewal rate nmlkj nmlkj nmlkj nmlkj
Revenue or profit from activity nmlkj nmlkj nmlkj nmlkj
The 'Customer Efforts Score' (CES) nmlkj nmlkj nmlkj nmlkj
The 'Membership Value Score' (MVS) nmlkj nmlkj nmlkj nmlkj
The 'Net Promoter Score' (NPS) nmlkj nmlkj nmlkj nmlkj
Total revenue (gross or net) nmlkj nmlkj nmlkj nmlkj
Web site activity nmlkj nmlkj nmlkj nmlkj
None used/Don't know nmlkj nmlkj nmlkj nmlkj
15. Your Membership Categories & Structure
Other measures/KPIs/metrics used
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1435. Which best describes the membership fee structure that you have?
36. How many different categories of membership do you have in total?Number of Categories
Categories 6
Everyone pays the same subscription
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They pay a fee which is based on certain attributes e.g. qualifications, experience, size, turnover, etc.
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The fee is based on a tiered structure e.g. bronze, silver, gold, platinum, etc.
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They select the types of benefits they want and pay a fee for those benefits (Cafeteria style)
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Other (please specify)
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1437. What are your main membership categories? (Please tick all those that describe membership categories that you offer.)
38. Is membership mandatory or optional?
16. About Your Organisation
Individual
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Associate
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Company/Corporate/Organisational
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Student
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Honorary
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Affiliate
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Retired and/or nonpracticing
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Fellow
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Professional
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International or overseas
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Life
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Reduced Rate i.e. unemployed, hardship, etc
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Sponsored
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Academic
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Adult
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Chartered
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Graduate
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Joint
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Senior
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Career break
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Family
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Group
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Supplier
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Nonprofessional do not intend to qualify
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Charity (notforprofit)
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Companion
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Child
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E only/online
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Couple
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Licentiate
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Friends of
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Youth
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Pregnancy break
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Paraprofessionals they support professionals
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Teenager
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Public interest For the general public
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Other
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Please list any other categories you offer below
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Membership is optional
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Membership is mandatory for some members & optional for others
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Membership is mandatory/compulsory to practice or operate
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Other or comment
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1439. How many full time paid staff or equivalents (FTEs) do you have working in your organisation?
40. Do you expect the membership department to grow over the next 12 months?
41. What is the approximate financial turnover of the association i.e. total revenue/income from all sources? (Please enter a whole numbers to the nearest $/£/€ & leave out all commas.)
42. What type of membership organisation are you? (Please tick ALL the options below which describe your focus.)
43. Approximately what percentage of your members are from each of the following sectors?
44. Do you have groups/chapters that organise activity or events for members locally/regionally?
Annual turnover
The commercial sector
The notforprofit sector
Academia/Educational Institutions
Other
17. About MembertoMember Activity
None
nmlkj 14
nmlkj 59
nmlkj 1019
nmlkj 2049
nmlkj 5099
nmlkj 100499
nmlkj 500+
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Yes to increase in size
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No reduce in size
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No change expected
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Don't know
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Academic organisation
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Chamber of Commerce
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Charity
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Chartered Institute
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Commercial business
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Cooperative society
gfedc
Fan club
gfedc
Federation
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Friendly & mutual society
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Government organisation
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Hobby or leisure club
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Nonprofit / Notforprofit
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Owners club
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Pressure or lobbying group
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Professional association
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Religious group
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Social club
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Social welfare organisation
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Sports or fitness club
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Trade union
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Trading community
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Other (please specify)
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Yes
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14
45. How strong do you feel your membership community is in terms of members connecting with other members?
46. In general, are your core members in competition with each other in any way?
47. If you could ask other membership teams one question, what would you ask?
48. If you could pass on one piece of advice to other membership teams, what would you say?
49. If you could make one big change in your organisation to help you develop your membership, what would it be?
50. Please indicate if you would like to be included on the mailing lists for any of the following:
51. How easy or difficult did you find this survey to complete?
52. Are there any questions you would like to be included in forthcoming surveys? If so, please use the space below to indicate what you would like to see included.
Very weak Very strong
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18. Final Section
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Very easy EasyNeither easy or
difficultDifficult Very difficult
How did you find the survey? nmlkj nmlkj nmlkj nmlkj nmlkj
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No
nmlkj Yes
nmlkj Occasionally
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Other (please specify)
Sue Froggatt's free membership Tips Bulletin for associations
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Belinda Moore's Strategic Membership Solutions free Bulletin
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Mark Levin's free resources for associations
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The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-14The Membership Survey 2013-1453. Any suggestions on how this survey could be improved next time?
54. A free copy of the published results of this study will be available to anyone who completes the survey. To receive your complimentary copy, please enter your email address below.
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Your email address
Reconfirm your email address
Your first name
