1. Benchmark Membership Marketing Survey Presented by Tony Rossell How does your association compare ?

2. 2 Membership Survey Background Goal: Gain benchmarking insights in key areas of membership. Ask respondents to report on practices and define what is most effective Cross tabulation: Compares practices of high member recruitment, retention, and growth associations. This research presents correlations not predictions.

3. 3 Most Associations Report Membership Growth Percentage Change One Year Change in Membership Five Year Change in Membership Over +10%8%26% +1 to 10%37%34% No Change16%8% - 1 to 10%27%16% Over -10%8%11% Not Sure5%

4. 4 Recruitment Up Percentage Change Change in Membership Recruitment Over +10%12% +1 to 10%37% No Change22% - 1 to 10%15% Over -10%6% Not Sure9%

5. 5 2009 Membership Study What channels are most effective? What offers are most effective? How do the high renewal groups onboard new members? What renewal tactics get high renewal rates? What lapsed member practices correlate with membership growth? How do they do it?

6. 6 Copyright 2009, Marketing General Incorporated Membership Lifecycle Awareness Recruitment Engagement Renewal Reinstatement

7. 7 Best Membership Awareness Builders Marketing ChannelRated Most Effective Association Web Site85% Member Recommendations and WOMM 77% Direct Mail76% Promotion at Own Conference65% Email61% Co-Worker/Colleague54%

8. 8 Best Recruitment Channels Marketing ChannelRated Most Effective Direct Mail46% Member get a Member and WOMM 32% Email24% Promotion at Own Conference 15% Personal Sales11%

9. 9 Best Recruitment Offers Marketing OffersRated Most Effective First-Year Dues Discount25% Conference or Convention Discount 17% Free Trial9% Member Referral Incentives (Given to Member) 8% Free Gifts or Premiums7%

10. 10 Top Reasons Members Join 1) Access to specialized Information 2) Network with others in the field 3) Connect with Others in the field 4) Obtain Discounts on Product or Meeting Purchases 5) Learn Best Practices in Profession 6) Continuing Education 7) Advance their Position

11. 11 New Member Engagement 1) Mailed Welcome Kit 2) Email Welcome 3) Membership Card or Certificate 4) Volunteer or Staff Welcome Call 5) Invite to Chapter Meeting 6) New Member Survey 7) In-Person New Member Reception 8) Special Discounts on purchases 9) Custom New Member Email Follow-Up 10) New Member Newsletter

12. 12 New Member Engagement Associations with over 80% Renewal Rate Associations with under 80% Renewal Rate Mailed Welcome KitMember Card or Certificate New Member SurveyNew Member Newsletter Volunteer or Staff Welcome Call Telemarketing Welcome Call In Person New Member Reception Invite to Chapter Meeting

13. 13 Association Renewal Rates Renewal Rate% of Respondents Under 60%7% 60 to 69%8% 70 to 79%17% 80 to 89%39% Over 90%29%

14. 14 Top Reasons Members DO NOT Renew 1.Too Expensive 2.Employer Won’t OR Stopped Paying Dues 3.Lack of Perceived Value 4.Forgot to Renew 5.Retirement 6.Lost Job

15. 15 Continuing Renewal Contact When do you stop renewal efforts? Renewal Rate Less than 80% Renewal Rate More than 80% On Expiration3%2% One Month12%8% Two Months16%11% Three Months26%18% Four Months9%15% Over Four Months17%18% Do Not Stop14%26%

16. 16 Length of “Gracing” Members Grace Services After Expire Renewal Rate Less than 80% Renewal Rate More than 80% On Expiration25%19% One Month22%12% Two Months19%13% Three Months20%28% Four Months4%13% Over Four Months5%13% Not Sure5%2%

17. 17 Continuing Reinstatement Efforts When do you stop Reinstatement Efforts? On Expiration8% One Year After25% Two Years After13% Three Years After6% Four to Ten Years7% Do Not Stop30% Other13%

18. 18 Practical Research Implications Awareness –Build your share of database. Get permission to stay in touch Recruitment –Multiple channels, offers, and messages are effective to get new members. But some are better than others. Engagement –Make a Personal Connection to successfully onboard a new member. Renewal –Don’t let members leave because they “forgot” to renew. Use frequency, benefits, and time to campaign for the renewal vote. Reinstatement –Never give up. Former Members are more likely to come back than new members are to join.

19. 19 2009 Membership Study What channels are most effective? What offers are most effective? How do the high renewal groups onboard new members? What renewal tactics get high renewal rates? What lapsed member practices correlate with membership growth? How do they do it?

20. 20 Tony Rossell Tony serves as the senior vice president of Marketing General, Inc., an Alexandria, Virginia-based firm that specializes in membership marketing solutions for associations.Marketing General, Inc A frequent write and speaker on marketing topics, Tony is a contributing author to two books, Membership Marketing (ASAE 2000) and Membership Essentials (ASAE 2008). He writes the Membership Marketing Blog.Membership Marketing Blog Contact Tony at 703-706-0360 or Tony@marketinggeneral.com.