2011 benchmarkingrprt

BENCHMARKING REPORT

MEMBERSHI P M ARKETING

2 0 1 1

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

www.marketinggeneral.com

EXECUTIVE SUMMARY

2

BENCHMARKING REPORT

MEMBERSHIP M ARKETING

2 0 1 1

Membership organizations reported a triple play in membership growth based on survey results gathered for the 2011 Membership MarketingBenchmarking Report.

From this year’s survey, which included650 participating associations, the majorindicators of membership health—totalmembership, new members acquired,

and membership renewals—all showedsubstantial improvements from theprevious year’s benchmarking report.

A total of 49% of respondents said thatthey had recorded an overall increase inmembers over the previous 12 months.This is a substantial jump over the 36%who reported membership growth theprevious 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%

%5 %3 %2 eruS toN


3

Percentage Change in NEW-Member Acquisition

2011 2010 2009




%01 %21 %8 eruS toN

Over Past Year

Percentage Change in Member RENEWALS Over Past Year

2011 2010 2009




%9 %8 %7 eruS toN

Growth in new member recruitmentappears to be the big driver inmembership growth. Of respondingassociation executives, 57% report theacquisition of new members increasedover the past year. These results aresignificantly better compared to both2010 and 2009.

Finally, the survey results show thatmembership renewals had a morepositive outcome this past year, with 32%of respondents saying that they have hadan increase in overall renewal rates.

4


THE BIGGEST CHALLENGES TOMEMBERSHIP GROWTH

But even with improving numbers,challenges still exist for many groups in growing their membership. To gain a better understanding of thesechallenges, this year we asked associationexecutives to tell us what they perceivedas the biggest impediments to growth.

We then took their answers and cross-tabulated them with the reportedmembership performance for theirorganizations over the past five years.

What we wanted to discover was whichchallenges hurt membership growth themost and which were painful, but tendednot to impede growth. Here is what wefound:

The data indicates that if an organizationreported weak product and serviceofferings, insufficient budget, or a lack ofmarketing expertise as their biggestchallenge, then membership growth wasless likely to have been achieved.

On the other hand, if an organization saidthat its biggest challenge was the lack ofa strategy or plan, then membership wasmore likely to have remained static.

However, there may be hope formembership growth even if anorganization is faced with insufficientstaff, market saturation, an inadequateassociation management database, orinadequate research to understand themarket they serve. Organizationsreporting these problems were morelikely to have seen membership growthover the past five years.

Challenges Faced by Five Year Membership Growth

ChallengeFive Year

Membership Increased

Five Year Membership Unchanged

Five Year Membership 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


5

ENGAGING MEMBERS WITHPRODUCTS AND SERVICES

Engaging members is also a criticalcomponent of building a strongmembership. So our research this yearincluded a question to try and gauge theparticipation level that organizations haveachieved in a variety of programs andservices that are commonly provided bymembership organizations.

Beyond just the proportion ofmembership using an association’sproducts and services, the datahighlighted that organizations that had atleast some members involved in almostall of these activities were more likely toenjoy higher renewal rates than thoseorganizations not offering a specificprogram. And in general, the higher theproportion of members who participated

in an activity, the higher the likelihood ofincreased renewals for that organization.

Specifically, organizations with members inthe following activities were more likely tohave renewal rates over 80% compared toorganizations that did not offer theseprograms: attendance at an annualconvention, attendance at a professionaldevelopment meeting, attendance at awebinar, volunteering, participation in theprivate social network, participation in ayoung professionals program, purchase of abook or directory, certification, purchasinginsurance, and purchase of a miscellaneousnon-dues product or service.

Participation in a public social networkand upgrading a membership were theonly activities that did not correlate withrenewal rates over 80%.

Percentage of Members Engaged With Each Type of Activity

N 0% 1% -5%

6% -10%

11% -15%

16% -20%

21% -30%

31% -40%

41% -50%

Over 50%

Mean

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

Attend at least one of your professional

development meetings 540 10% 18% 12% 9% 14% 13% 9% 7% 8% 19%

Acquire or maintain a certification with

your organization 480 47% 14% 9% 6% 7% 4% 2% 3% 8% 11%

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

(other than previously checked)

473 36% 27% 13% 8% 5% 3% 2% 2% 4% 9%

Purchase or maintain insurance

through your organization 479 52% 22% 8% 7% 3% 3% 2% 1% 4% 7%

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%

6


RAISING DUES LEVELS

Another new area that we added to ourresearch this year was the practicesaround raising membership dues.

We asked: “How often does yourassociation raise membership dues?”,“When was the last time your associationraised membership dues?”, and “Whatwas the average percentage of your lastmembership dues increase across allmembership categories?”

What we found is that 30% oforganizations report that they have or will raise their membership dues in 2011and 71% will increase dues rates between1% and 10%. The majority of associationsraise dues on an as-needed basis and do not have a regular dues increaseschedule.

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

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How often does your association raise membership dues?


7

REPORT BACKGROUND

The 2011 Membership MarketingBenchmarking Report marks the third yearthat Marketing General Incorporated (MGI)has surveyed associations to betterunderstand the strategies and tactics theyuse to recruit members, engage newmembers, renew existing members, andreinstate former members.

However, beyond cataloging membershippractices, this Benchmarking Report alsotakes these practices and cross-tabulatesthem with the membership resultsassociations are experiencing.

The comparison of practices and outcomes inmembership provides strong directionalinformation on what tactics and strategiesmight be added or dropped to help improvea membership program.

There is an important disclaimer that readersshould be aware of as they evaluate thisreport. Because an activity or practice has astatistical correlation with a growing or

declining membership or better renewalrates, we are not claiming that any onebehavior in and of itself causes this outcome.There are literally thousands of variables thatimpact membership results.

Nevertheless, if as a marketer one sees thatorganizations with certain behaviors orpractices tend to be doing better, one atleast will want to explore the issue and see ifthere is something that can be applied to hisor her organization.

The report includes dozens of key findingsthat can provide insights and direction formembership marketing programs. We hopethat you find it of help as you seek tomaximize the membership results for yourorganization.

If you have questions or need assistance with your membership marketing, the team at Marketing General Incorporated is pleased to be of help. Our website is:www.MarketingGeneral.com. Please find our individual contact information on theback panel of this report.

8


SURVEY OBJECTIVE

The 2011 Membership Marketing BenchmarkingReport is the third installment of our annualtracking study. Our tracking research continues toprovide perspective on the tactics and strategiesthat organizations use to recruit new members,engage and renew existing members, andreinstate former members. Additionally, wecompare the effectiveness of different tactics andstrategies from year to year and assess changes inassociation membership levels. While somequestions from the 2010 study were removed,new questions were added to the study as variousother issues and queries were brought to light.

METHODOLOGY

The 2011 Membership Marketing BenchmarkingStudy was conducted online and was launched onFebruary 14, 2011, and was accessible torespondents through March 7, 2011. Emailinvitations were sent to approximately 5,719association professionals. In addition,respondents had access to the survey through ourcompany blog site, if they did not receive aformal invitation. Close to 700 associationprofessionals responded to this year’s surveyproviding data and information about theirmembership marketing efforts and experiences.

To ensure that only one response per associationwas included, “duplicate” association responseswere removed. For example, if more than oneperson from the same association completed thesurvey, the responses of the individual mostclosely associated with the membershipmarketing responsibilities were used. Forty-twoduplicate association responses were removedfrom the final results of this study, resulting in atotal of 650 respondents for this study, with amargin of error of +/- 3.8%.

What is the margin of error? The margin of error isa statistical measurement used to assess theaccuracy of the data compared to the universe ofrespondents. Since it is impossible to survey allassociation executives, statisticians rely on arandom sample of individuals from the “universe”of association executives to estimate what theresults of the entire population would be. Inessence, a randomly-generated sample providesa statistical “snapshot” of the universe. Themargin of error, therefore, measures the randomfluctuations or changes inherent in any sample.The smaller the margin of error means the moreaccurate the measurement of the universe.

This study’s significant level of .05 carries with it a95% confidence interval, meaning that if thisstudy was conducted 100 times, the same results,plus or minus the margin of error (3.8%, in thiscase) would occur 95 out of 100 times. Theconfidence interval is established as thelikelihood that the same results would bereplicated, and that differences are not due tochance or random fluctuations.

RESPONSE RATE

Email invitations were sent to 5,719 associationprofessionals. There were 196 email addressesthat “bounced,” resulting in a total of 5,523delivered emails. 663 individual associationexecutives responded to the online surveyinvitation, and another 29 completed the surveyvia the survey link on the blog post, resulting in692 completed surveys. The survey produced a13% response rate overall, the same as the 2010study. After removing the duplicate associations,findings from a net of 650 respondents areincluded in this report.

INTRODUCTION


9

Similar to the previous study,the top social media platformsofficially used by associationsinclude Facebook (91%),Twitter (71%), and LinkedIn(53%), although there has beena slight drop in the percentageof LinkedIn use byassociations, compared to anincrease in the use ofFacebook and Twitter.

There has also been anincrease in associations’ use ofYouTube over the past year(45% in 2011 vs. 35% in 2010).

Social media declines are seenwith the use of AssociationBlogs and Listservs, and theuse of Wikis.

Only 4% of individualmembership associations and9% of organizational/tradeassociations report that theydo not officially use socialmedia platforms.

Interestingly, associations withan 80% or higher renewal rateare significantly more likely to usea Members-Only LinkedIn site.

Associations showing anincrease in membership overalland an increase in renewalsover the past year aresignificantly more likely to usean association blog and aprivate association socialnetwork, compared toassociations showing nochange or declines inmembership and renewals.

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

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10


Facebook is now consideredthe most effective mediaoutlet for reaching specifiedmembership goals. While thepercentage of respondentsrating it first has not changedmuch from the previous study(29% vs. 30% in 2010), otheroutlets that were previouslyconsidered most effective(association listserv and privateassociation social network) areperceived as significantly lesseffective than reported in theprevious study.

LinkedIn (public access) is alsorated one of the top two mosteffective social media outlets,but by far fewer respondents,compared to the previousstudy (15% vs. 33% in 2010).This may be because weadded a second LinkedInoption in the 2011 survey.

Facebook is also rated as thesecond most effective mediaoutlet, but at a slightly lowerpercentage than in the 2010study (22% vs. 28% in 2010).

Twitter is considered one ofthe top two most effectivesocial media outlets. It was

rated as an effective outlet bya higher percentage ofassociation professionals in thelast study (20% vs. 26% in2010). Private associationsocial networks are notconsidered as effective as theywere in the prior research (4%vs. 27% in 2010).

Associations with renewal ratesless than 80%, and those withindividual memberships, aresignificantly more likely toconsider Facebook their mosteffective social network outlet.

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

Most Effec�ve 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% Associa�on Listserv 91 125 11% 59% 3% 14% 125LinkedIn (Associa�on Members Only) 89 NA 8% NA 6% NA Twi�er 175 267 7% 10% 20% 26% Private Associa�on Social Network 58 70 5% 39% 4% 27% Associa�on Blog 57 123 5% 19% 4% 16% 123YouTube 55 141 3% 6% 6% 16% 141Ning/Groupsite 13* 23* 1% 13% 1% 9% Wikis 6* 55 -- 9% 1% 13% Flickr 6* NA -- NA 1% NA NASecond Life 1* 10* -- -- -- -- 10*MySpace 0 15* -- -- -- -- 15*Other 10* 25* 1% 24% -- 4% 25*

* Small cell sizes can result in inflated percentages.


11

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

UpwardTrend

DownwardTrend

Continuing the trend from the previous two studies,member word-of-mouth recommendations (90%), anassociation website (87%), and email to prospectsare the three most common means by whichprospective members learn of an organization.However, email to prospects is the only method ofthe top three that has shown a continued increasingtrend over the three studies.

More than 60% of association professionals indicatethat prospects learn of their organization throughpromotion to/at their conferences (65%), through a co-worker or colleague (64%), or through direct mail (62%).However, direct mail is the only method of these threeshowing a continuous decline from year to year.

Recommendations through faculty members have alsoshowed a declining trend over the past three years.

Other methods that show a decrease in generatingassociation awareness from the 2010 study include:

• Chapters (38% in 2011 vs. 46% in 2010)• Employer recommendation (33% in 2011 vs.

37% in 2010)• Association-sponsored social networking

websites (51% in 2011 vs. 56% in 2010)• Advertising in own publications (48% in 2011

vs. 56% in 2010) • Search engines (paid or pay-per-click) (14% in

2011 vs. 20% in 2010)

Associations with an 80% renewal rate or higherare more likely to rely on member word-of-mouth recommendations or personal sales calls,compared to those with a lower renewal rate.

Those associations that rely on email toprospects, local meetings or events, and/orassociation-sponsored networking sites toincrease association awareness are significantlymore likely to show increases in renewal ratesover the previous year.

How Prospec�ve Members Learn or Become Aware of Your Organiza�on

2011 (N=638)

2010 (N=405)

2009 (N=599)

Member word-of-mouth recommenda�ons 90% 91% 77% Associa�on website 87% 88% 85% Email to prospects 71% 67% 61% Promo�on to/at your own conference/conven�on 65% 66% 65%Co-worker or colleague recommenda�ons 64% 67% 54% Direct mail to prospects 62% 66% 76% Associa�on-sponsored events 57% 56% 37% Cross-sell to non-members who buy your products or a�end your

conferences 56% 59% 52%

Local events/mee�ngs 53% NA NA Associa�on-sponsored social networking websites (e.g.,

Facebook, LinkedIn) 51% 56% 35%

Exhibi�ng at other conferences 50% 51% 53% Adver�sing in your own publica�ons 48% 56% 51% Recommenda�ons from/connec�ons with other associa�ons 47% 50% 40% Search engines (organic) 45% 47% 34% Public rela�ons 40% 39% 29% Chapters 38% 46% 39% Employer recommenda�ons 33% 37% 30% Adver�sing in outside publica�ons 31% 31% 28% Faculty recommenda�ons 28% 32% 35% Personal sales calls 25% 22% 24% Job board 24% 23% 23% Accredita�on promo�on 18% 20% 14% Telemarke�ng to prospects 16% 18% 18% Search engine ads (paid or pay-per-click) 14% 20% 8% Paid banners on other websites 12% 13% 12% Radio or TV 7% 5% 7% Other 4% 3% 3% Do not know 0% 0% 1%

12


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

Most Effec�ve Membership Recruitment Channels

N % Rank 1 % Rank 2 2011 2010 2011 2010 2011 2010

Member word-of-mouth recommenda�ons 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% Promo�on to/at your own conference/conven�on 84 266 8% 11% 5% 8% Co-worker or colleague recommenda�ons 92 270 7% 13% 7% 13% Personal sales calls 70 90 7% 23% 4% 16% Associa�on website 94 359 5% 8% 9% 11% Cross-sell to non-members who buy your products or a�end your conferences 85 238 5% 6% 8% 12%

Associa�on-sponsored events 94 226 3% 2% 5% 8% Employer recommenda�ons 29 150 3% 8% 2% 5% Faculty recommenda�ons 27 128 2% 6% 2% 7%Chapters 34 188 2% 10% 3% 9% 3%Exhibi�ng at other conferences 32 208 1% 3% 4% 5% Adver�sing in your own publica�ons 7 226 1% 0% 1% 1% Recommenda�ons from/connec�ons with other associa�ons 16 202 1% 2% 2% 5%

Search engines (organic) 19 192 1% 1% 2% 5% Public rela�ons 9 158 1% 3% 1% 3% Associa�on-sponsored social networking websites (e.g., Facebook, LinkedIn) 16 226 1% 0% 2% 0%

Local events/mee�ngs 29 NA 1% NA 4% NA Accredita�on promo�on 9 82 1% 6% 1% 4% Telemarke�ng to prospects 18 73 1% 7% 2% 7% Adver�sing in outside publica�ons 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 havefallen somewhat, the top twomost effective recruitmentchannels are still consideredmember word-of-mouthrecommendations and directmail to prospects.

A significantly higherproportion of individualmember associations rankdirect mail to prospects as themost effective membershiprecruitment channel,compared to tradeassociations (19% vs. 12%),while association executives fromtrade associations are significantlymore likely to rate personal salescalls as most effective forrecruitment (16% vs. 2%).

A significantly higherpercentage of largerassociations (5,000 or moremembers) consider direct mailto be the most effectiverecruitment channel,compared to smallerassociations. Smallassociations (up to 1,000members) are significantlymore likely to rate personalsales calls as the most effectiverecruitment channel.


13

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

One-quarter of respondentsindicate that the top reasonthey joined was to networkwith others in the field (25%).This represents a continuedtrend upward, suggesting thatnetworking events andopportunities are becomingincreasingly more importantfor members. This isspecifically evident for smallerassociations, those with fewerthan 5,000 paid members.

Fourteen percent ofassociation professionalsbelieve access to specializedand/or current information is

the main reason members jointheir association. Thispercentage did not shift muchfrom the 2010 study (up from13%), but still represents asubstantial decline from theresult in 2009 (23%).

Advocacy is considered astrong membership driver byabout 10% of associationprofessionals, on par with the2010 findings. This is especiallytrue for associations withrenewal rates at or above 80%(14% vs. 5%) and those with anincrease in membership countsover the past five years (13%

vs. 10% showing no change,and 6% showing declines).

There is a downward trend inthe percentage of respondentswho believe that discounts onproducts and meetingpurchases are a strongmembership driver.Respondents are also lesslikely to believe thatcontinuing education, bestpractices, associationpublications, and careerresources are strongmembership motivators.

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14


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

About half of the respondentsindicate that dues are mostlikely paid by a member’semployer or company (51%),and 37% report that themember pays the duesthemselves. Only 8% ofassociation professionalsindicate that memberstypically receive a partialreimbursement for theirmembership.

Associations that indicate thatan employer/company aremost likely to pay membershipdues realized a greaterdecrease in renewal rates thanassociations that indicate thatthe individual member paysthe dues for themselves (50%vs. 38%).

Associations with renewal ratesat or above 80% aresignificantly more likely toreport that theemployer/company paysmembership dues, while

associations with renewal ratesbelow 80% are significantlymore likely to report dues arepaid by the member, partiallyor in full.

However, associations wherethe member pays his or herown dues are more likely tohave seen membership growth in the past year (53% vs. 46%)and are more likely to haveseen membership growth in the past five years (53% vs. 47%).

Organizational/tradeassociations are more likely tohave employer/companyfinancial support formembership dues (80% vs.32% for individual membershipassociations). Conversely,individual membershiporganizations are significantlymore likely to have memberswho pay their own dues,compared to tradeassociations (52% vs. 16%).

Looking at industry,associations more likely tohave employer/companyfinancial backing include:

• Finance/Accounting (68%)

• Professional Services (63%)

• Building/Construction (90%)

• Manufacturing (68%)

• Travel/Hospitality (74%)

Associations, by industry, mostlikely to have members payingtheir own dues include:

• Philanthropic (52%)

• Healthcare (52%)

• Scientific/Engineering (47%)

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15

Which of the following communication methods do you use to help onboard or engage new members in the association?

The most commonly usedmethods for onboarding orengaging new members are anemail welcome (71%) and amailed welcome kit (67%).Neither shows shifts inpercentage of usage from the2010 study, but the percentageof associations that use anemail welcome continues toremain above the initial 2009benchmark (62%), while thepercentage of associationsusing a mailed welcome kitremains below the 2009benchmark (83%).

About half of associationprofessionals provide amembership card or certificateto members (51%), a decline

from the previous years (59% in2010 and 58% in 2009).

The use of in-person new-member reception ororientation has increasedslightly from the previousstudies (23% vs. 20% in 2010and 19% in 2009).

However, the popularity ofinvitations to chapter meetingsand new-member newslettershas shown a decline from theprevious findings.

Associations with 80% renewalor higher are significantly morelikely to include a volunteer orstaff welcome phone call aspart of their onboardingmethods (34% vs. 24%), while

those with less than 80%renewal rates are significantlymore likely to use membershipcards/certificates (57% vs. 47%)and/or new-member gifts (15%vs. 9%).

Furthermore, associationsshowing an overall increase inmembership over the past fiveyears are significantly morelikely to include a custom new-member renewal series as anonboarding tool (12% vs. 6%).

Associations reportingincreases in renewal rates aresignificantly more likely toincorporate an email welcomeinto their engagement tool kit(80% vs. 71%).

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16


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 Ac�vity

N 0% 1% -5%

6% -10%

11% -15%

16% -20%

21% -30%

31% -40%

41% -50%

Over 50% Mean

A�end your annual conven�on 592 7% 15% 14% 10% 13% 14% 8% 8% 12% 22%

A�end at least one of your professional development mee�ngs

540 10% 18% 12% 9% 14% 13% 9% 7% 8% 19%

Acquire or maintain a cer�fica�on with your organiza�on

480 47% 14% 9% 6% 7% 4% 2% 3% 8% 11%

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

Par�cipate 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 organiza�on 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%

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

Purchase a non-dues service (other than previously checked)

473 36% 27% 13% 8% 5% 3% 2% 2% 4% 9%

Purchase or maintain insurance through your organiza�on

479 52% 22% 8% 7% 3% 3% 2% 1% 4% 7%

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

Par�cipate in your young professional program 447 57% 25% 9% 4% 3% 1% 0% 0% 0% 3%


17

The two most engaging activities (by mean) arethe annual conventions (22%) and theprofessional development meetings (19%).

20% of association professionals indicate thatmore than 40% of their members attend theirannual convention.

Greater than 10% of respondents report thatmore than 40% of their members attend at leastone of their association’s professionaldevelopment meetings and/or acquire ormaintain a certification with the organization.

More than half of the associations report thatnone of their members engage with theirassociation through a young professionalsprogram (57%) and/or purchase insurancethrough the association (52%).

Greater than one-third of associations report thatup to 5% of their members either volunteerwithin the organization (39%) and/or participatein the association’s public social network (35%).

Findings indicate that associations with morethan 80% in renewals and those with increases inmembership over the past year are significantlymore likely to have over 50% of their membersattend the annual conference.

Associations with renewal rates at 80% or higherare significantly more likely to have about 11% to15% of their members volunteer within theorganization, compared to associations withlower renewals (12% vs. 7%).

18


What is your overall membership renewal rate?

Unde

50% t

60% t

70% t

80% t

90% or h

No

3

2%

3

3

2%er 50%

to 59%

to 69%

to 79%

to 89%

higher

ot sure

3%

6%

10%

%

3%

4%

11%

3%

%

4%

7%

4%

23

23

%

21%

18%

16%

3%

34

3%

29%

4%40%

37%

2011

2010

2009

(N=643)

(N=403)

(N=337)


19

In the current study, there is anincrease in the percentage ofassociations reporting overallrenewal rates of 90% or higher.This percentage shows asubstantial rebound from theprecipitous drop between the2009 and 2010 study.

There is a decrease in thepercentage of associationsreporting renewal ratesbetween 80% to 89%,suggesting that some of theassociations reporting an 80%-89% renewal rate in the 2010research may have been ableto increase their renewal ratespast 90%.

There is an increasing trend inthe number of associationsreporting renewal ratesbetween 70%-79%.

Small associations with up to1,000 members aresignificantly more likely toreport renewal rates above90%, while associations withmore than 1,000 paidmembers are significantlymore likely to indicate renewalrates between 70% to 79%.

Organizational/tradeassociations are significantlymore likely to report renewalrates above 90% compared toindividual memberassociations or those with bothtypes of members (36%: tradevs. 16%: individual; 14%: both).

Association industries mostlikely to show renewal rates at90% or higher include:

• Finance/Accounting (41%)

• Manufacturing (43%)

• Education (23%)

Association industries mostlikely to show renewal ratesbetween 80% and 89%include:

• Building/Construction (45%)

• Scientific/Engineering (44%)


• Professional Services (31%)


20


Renewal Rates by Associa�on Member Size N Under

50% 50% to

59% 60% to

69% 70% to

79% 80% to

89% 90% or 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%

Renewal Rates by Percentage of Last Dues Increase N Under

50% 50% to

59% 60% to

69% 70% to

79% 80% to

89% 90% or 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%

Associations with more than 1,000 members aresignificantly more likely to report renewal ratesbetween 70% to 79%, compared to the small-sized associations. Considering that

trade/organizational associations are significantlymore likely to show renewal rates above 90%, itis highly probable that the small-sizedassociations are trade associations.

Associations whose last dues increase wasbetween 1% and 10% are also significantlymore likely to show renewal rates at 90% or

higher, compared to associations whose duesincrease was more than 10%.


21

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

Overall, there is very littlechange from the previousstudies in the number ofrenewal contacts made beforea membership expires. Morethan 40% of associations makefour to six contacts before amembership expires (44%).About one-quarter ofassociations only make one tothree contact attempts, whileclose to 20% make seven tonine contact attempts.

Fewer than 10% of associationsmake 10 or more membershiprenewal contacts before amembership expires.

Organizations with 10 or morerenewal contacts are slightlymore likely to have renewalrates over 80% (11% to 9%).Organizations with nine orfewer renewal contacts areslightly more likely to haverenewal rates less than 80%(87% to 84%).

Associations with more than1,000 members aresignificantly more likely tomake from four to six renewalcontacts compared to thosewith 1,000 members or fewer.

N

1 t

4 t

7 t

10 to

13 to

16 to

More than

Not s

2%

1%

1%

2%

1%

2%

2%

1%

2%

2%

1%

2%

1%

1%

3%

one

to 3

to 6

to 9

o 12

o 15

o 18

n 18

sure

7%6%

7%

%

23%

18%

22%

20%

21%

19%

44%44%

46

2011 (

2010 (

2009 (

%

(N=642)

(N=404)

(N=337)

2011 (

2010 (

2009 (

(N=642)

(N=404)

(N=337)

22


When do you start the renewal effort?

Compared to the two previous studies, there arebasically no changes with regard to whenassociations begin their renewal effort. About one-third of associations begin their renewal effort threemonths prior to membership expiration.

Just over 10 percent of associations either begintheir renewal effort at four months prior to expiration(12%) or two months prior to expiration (16%).

There is a slight upward trend to start renewalefforts closer to the date of membership expiration(one or two months prior to expiration).

Associations with renewal rates below 80% aresignificantly more likely to begin renewal efforts atthree months prior to membership expiration (39%vs. 29%).

Associations with renewal rates at 80% or higher aremore likely to begin renewal efforts from“immediately after welcoming a member” to thesix months prior to expiration (24% to 19%).

Organizational/trade associations are significantlymore likely to start renewal efforts at two months,compared to individual membership associations(22% vs. 13%: individual), and as noted earlier, tradeassociations have higher renewal rates compared toindividual membership associations.

Im

Prior to

At 6

5

4

3

2

mmediately aft

6 months befo

6 months prior

5 months prior

4 months prior

3 months prior

2 months prior

1 month prior

The month

ter welcoming

ore expira�on

r to expira�on

r to expira�on

r to expira�on

r to expira�on

r to expira�on

r to expira�on

h of expira�on

Not sure

6

4%

3%

3%

6

5%

3%

3%

3%

5%

5%

4%

5%

8%

%

7%

12%

8%

%

8%

%

14%

1

7%

10%

8%

7%

%

13%

13%

%

%

16%

%

5%

3

3

2011 (N=6

2010 (N=4

2009 (N=3

33%35%

33%

641)

405)

336)

2011 (N=6

2010 (N=4

2009 (N=3

641)

405)

336)


23

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

About one-quarter of association professionalsindicate they end renewal efforts three monthsafter membership expiration (24%). Thisrepresents a continued upward trend.

22% of associations indicate they do not stopcontact for renewal efforts, a slight increase overthe previous year’s decline.

Directionally, associations with renewal rates at80% or higher are more likely to report they donot stop contacting members for renewal even

after membership expiration (23% vs. 20%).Additionally, associations with an increase inmembership over the past five years aresignificantly more likely than associations with five-year declines in membership to report that theydo not stop contact for renewals (25% vs. 16%).

Associations with dues increases up to 20% aresignificantly more likely to indicate they do notstop contacting lapsed members compared tothose with dues increases above 20%.

More t

At the mon

1 month

2 months

3 months

4 months

5 months

6 months

than 6 months

We do

nth of expira�o

a�er expira�o

a�er expira�o

a�er expira�o

a�er expira�o

a�er expira�o

a�er expira�o

a�er expira�o

on't stop conta

Not sur

2%

3%

3%

1%

2%

3%

2%

4

on

on

on

on

on

on

on

on

ct

re

Not asked in 2

Not asked in 2

Not asked in 2

8%

7%

%

8%

11

9%

7%

8%

%

9%

4%

2009

2009

2009

13%

1%

14%

14%

1

13%

13%

24%

22%

23%

19%

21%

21%

2011

2010

2009

1 (N=639)

0 (N=404)

9 (N=336)

2011

2010

2009

1 (N=639)

0 (N=404)

9 (N=336)

24


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

Email marketing and direct mail are still the mostcommon marketing channels for membershiprenewals, although direct mail shows acontinued drop in usage for renewals.

Staff phone calls are used by more than half ofthe associations (52%), showing a slight increaseover the previous year’s drop.

About 2 in 10 association professionals indicatethat their organization uses peer membercontacts for renewal marketing, although thischannel has also shown steady declines in usage.

Associations with an 80% renewal rate or higherare significantly more likely to use staff phonecalls for renewal marketing (60% vs. 40%) anddirectionally are more likely to also use peermember contacts (22% vs. 18%).

Associations reporting increases in overallmembership over the past year are significantlymore likely to use social media contactscompared to associations showing declines inmembership (16% vs. 8%).

Associations with increases in renewals aresignificantly more likely to use email comparedto associations showing declines in theirrenewals over the past year (92% vs. 84%).

Individual membership associations aresignificantly more inclined to use emailmarketing and direct mail compared to tradeassociations. However, the trade associationsshow a significantly higher percentage of use forchannels such as staff phone calls, peer membercontacts, and board member phone calls.

Pee

Ma

C

So

Email mark

Direct

Staff phone

Telemark

er member con

Board phone

gazine cover w

Chapter phone

cial media con

Employer con

O3%

7

3%

4%

4%

e�ng

t mail

e calls

e�ng

ntacts

e calls

wraps

e calls

ntacts

Fax

ntacts

Other

Not aske

Not aske

24

20%

18%

15%

14%

13%

10%

8%

23%

24

15%

14%

11%

7%

15%

17%

%

%

ed in 2010/2009

ed in 2010/2009

4%%

4%

27%

31%

28%

52%49%

56%

82%8

8

2011 (

2010 (

2009 (

88%

%

88%

85%

33%

91%

N=644)

N=405)

N=333)

2011 (

2010 (

2009 (

N=644)

N=405)

N=333)


25

Do you offer any of the following renewal options?

Across all renewal options,there is virtually no changefrom the results of the 2010study.

46% of associations offer aninstallment renewal paymentplan and about one-third offermulti-year renewals (32%).

Close to one-quarter ofassociations offer a renewalbill-me plan (28%), a lifetimemembership (25%), and/or anautomatic annual credit cardrenewal (24%).

More than half of associationswith renewal rates over 80%offer an installment renewalpayment option, compared toassociations with less than 80%renewal (54% vs. 35%), astatistically significantdifference. Associations withless than 80% renewals aresignificantly more likely to offermulti-year renewals (50% vs.20%) and/or early-renewaldiscounts (27% vs. 17%).

Associations with 5,000members or fewer aresignificantly more likely to offer an installment renewalpayment plan and/or arenewal bill-me plan,compared to associations withmore than 5,000 members.Larger associations (more than5,000 members) offer themulti-year renewals, lifetimememberships, and/or anautomatic annual credit cardrenewal at a significantlyhigher percentage than thesmaller organizations.

Installm

Auto

Au

ment renewal pquarte

M

Life

ma�c annual c

Early

utoma�c annuTransfer (E

ayments (monerly)

Mul�-year rene

Renewal bil

e�me membe

credit card ren

-renewal disco

al Electronic FEFT) renewals

nthly,

ewals

ll-me

rship

ewal

ounts

unds

Not aske

2

2

21%

15%

22

19%

10%

ed in 2010

32%

28%

25%

24%

%

33%

28%

%

46%46%

2011 (N

2010 (N

N=440)

N=246)2011 (N

2010 (N

N=440)

N=246)

26


What do you believe is the ONE TOP reason members DO NOT renew membership in your organization?

Employe

Percei

er won't pay odues

Le� the

Company c

Swit

C

ved lack of val

r stopped payi

Too expensi

e field or indust

Forgot to rene

closed or merg

Lost j

ch to compe�t

Re�reme

Customer serv

Not su

Oth

3%

1%

2%

0%

4%

1%

4%

1%

2%

3%

0%

4%

0%

4%

ue

ing

ive

try

ew

ged

ob

tor

ent

ice

ure

her

Not asked

Not asked

1

14

12%

7%

7%

6%

9%

11%

6%

%

%

12%

11%

%

%

14

in 2009/2010

in 2009/2010

24

15%

4%

2

20%

22%

22%

4%

4%

25%

2011 (N=

2010 (N=

2009 (N=

36%

=639)

=400)

=333)

2011 (N=

2010 (N=

2009 (N=

=639)

=400)

=333)


27

Similar to the previous twostudies, the top reasonsassociation professionalsbelieve members do notrenew is a perceived lack ofvalue (24%), the members’employer is not paying dues(15%), or the association duesare too expensive overall(14%). It is interesting to note,however, that there has beenat least a 10% drop for lack ofvalue (24% in 2011 vs. 36% in2010) and lack of employerfinancial support (15% in 2011vs. 25% in 2010). Thepercentage of associationprofessionals citing expensehas increased slightly from11% to 14%, but does notreach the initial 2009benchmark of 22%.

It is important to note that thetop three reasons for non-renewal can be seen asrelated; a perceived lack ofvalue can make themembership dues seem tooexpensive, i.e., not worth themoney. Furthermore, if thedues are perceived as tooexpensive (to pay on one’sown) and the employer will notpay the dues, the memberdoes not renew. This analysisunderscores the fact thatperceived value drives theperception of “expensive.”

12% of respondents indicatethat renewals drop becausemembers have left the industry(not due to retirement).

7% of association professionalsindicate that people just forgetto renew or that the companythe member was working forhas closed or merged withanother company.

Associations with declines inoverall membership over thepast year, and the past fiveyears, are significantly moreinclined to indicate that lack ofrenewal is due to a perceivedlack of value. Additionally,associations reporting adecrease over the past year innew members and renewalsare also significantly morelikely to cite lack of value asthe main reason why membersdo not renew.

Additionally, associationprofessionals indicating thatmember acquisition is theirprimary focus are significantlymore likely to report that lackof value is the main reasonmembers do not renew (40%vs. 22%).

Associations with 80% orhigher renewals aresignificantly more apt to reportthat members do not renewbecause it is too expensive(17% vs. 11%) or the companymerged or closed (10% vs. 1%).

Directionally, associations withdues increases above 20% aremore likely to cite lack of valueas a reason members do notrenew (31% vs. 23%: up to 10%increase; 26%: 11%-20%increase).

Smaller associations (up to5,000 members) are the onlyassociations indicating thatcompany closings haveaffected their membershiprolls. This primarily affectstrade/organizationalassociations.

28


After a membership lapses or expires, how long do you continue to contact the member to invite them to reinstate their membership?

We do

4

10 ye

We cont

n't contact lap

1 year aft

2 years aft

3 years aft

4 to 5 years aft

6 to 9 years aft

ars or more aft

tinue indefinitlapsed mem

sed members

ter expira�on

ter expira�on

ter expira�on

ter expira�on

ter expira�on

ter expira�on

ely to contact bers

Not sure

Other

4%

1%

1%

5%

3%

6

6

1%

1%

6

5%

1%

0%

6

11%

14

9%

%

10%

1

%

%

7%

7%

8%

13%

%

%

7%

%

22%

%15%

2

%

%

30%

224%

24%

25%

30%

2011

2010

2009

(N=641)

(N=403)

(N=333)

Surprisingly, 11% of associations do not contactlapsed members. This finding continues anupward trend for the percentage of associationsthat do not reach out to lapsed members.

About one-quarter of associations end contactone year after a member’s expiration (22%). Thisrepresents a continued declining trend for thenumber of associations that stop contact afterone year.

30% of associations indicate they continue tocontact lapsed members indefinitely, an increaseover the previous study, and a return to 2009benchmark levels.

Directionally, associations with 80% renewal ratesor higher are more likely to continue contact withlapsed members indefinitely (32% vs. 27%).

Interestingly, associations reporting a decline inrenewals over the past year are significantlymore likely to continue contacting their lapsedmembers indefinitely as well.

Not surprisingly, a significantly higherpercentage of associations focused onacquisition do not contact lapsed members at allafter expiration, compared to those focused onretention (18% vs. 8%).

A significantly higher percentage of individualmember organizations stop contact after twoyears (19% vs. 9%: trade organization), comparedto trade associations, which are significantlymore likely to contact lapsed membersindefinitely (38% vs. 23%: individual).

2011

2010

2009

(N=641)

(N=403)

(N=333)


29

A majority of association professionals indicatethey raise dues as needed (58%). 17% raise duesannually and 4% raise dues every other year.

Almost one in ten associations never raises dues (9%).

While most associations only raise dues asnecessary, associations with at least an 80%renewal rate are significantly more likely to raise dues annually (21% vs. 11%).

A significantly higher percentage of tradeassociations raise dues annually compared to individual membership associations (21% vs. 14%).

Organizations that say they “never” raise duesare more likely to have increased membershipover the past year, to have increasedmembership over the past five years, and tohave had an increase in new members over the past year.

When we asked this same question in a 2007survey, 17% said they raise dues annually, 3% said every other year, 65% said as needed, 4% said never, and 10% said other.

How often does your association raise membership dues?

9%12%

58%

17%4%

2011 (N=644)

Annually

Every other

As needed

Never

Other

year

30


One in three associations has raised or plans toraise dues this year (30%).

15% of association professionals indicate theylast raised membership dues in 2010 or 2009.

Fewer than 10% of associations indicate the lasttime they raised dues was before 2009.

In line with the findings regarding the frequencyof dues increases, associations with renewal ratesat 80% or higher are also significantly more likelyto have raised (or will raise) dues this year.

A significantly higher proportion of tradeassociations indicate that they have raised or willraise dues this year compared to individualmembership associations (35% vs. 26%).

Associations that raise dues by up to 10% aresignificantly more likely to raise dues annually(35% vs. 22%: 11% to 20% and 21%+).

Associations that raised dues by over 20% aresignificantly more likely to indicate they have notraised dues since 2008, compared toassociations that raised dues by up to 10% (17%vs. 7%).

When we asked this same question in a 2007survey, 34% said 2007, 19% said 2006, 15% said2005, 10% said 2004, 16% said previous to 2004,and 6% said they did not know.

When was the last time your association raised membership dues?

30

2011 (oto this

0%

1

or plan s year)

2

15%

2010

15%

2009

9%

2008

7%

2007

8%

2006

16%

Other year

2011 (N=625)

2011 (N=625)


31

About seven in tenassociations raised their duesby up to 10%, the last timethey raised membership dues(71%).

Almost 20% raised dues by11% to 20% and 10% raiseddues more than 20%.

Directionally, associations thatreport renewal rates at 80% orabove are more likely to raisedues up to 10%, while thosewith lower renewal rates tendto have higher dues increases.

When we asked this samequestion in a 2007 survey, 59%said 1% to 10%, 21% said 11%to 20%, 10% said 21% to 30%,4% said over 30%, and 6% saidthey did not know.

What was the average percentage of your last membership dues increase across all membership categories?

19%

6%

2% 2%

771%

2011 (N=

1% to 1

11% to

21% to

31% to

More t

=594)

10%

o 20%

o 30%

o 40%

than 40%

2011 (N=

1% to 1

11% to

21% to

31% to

More t

=594)

10%

o 20%

o 30%

o 40%

than 40%

32


What was the percentage change in your entire membership over the past ONE YEAR period?

Increase

Incre

Incre

Inc

In

Re

D

De

Dec

Dec

Decline

ed more than 5

eased 26% to 5

eased 11% to 2

reased 6% to 1

ncreased 1% to

emained the sa

Declined 1% to

eclined 6% to 1

clined 11% to 2

clined 26% to 5

ed more than 5

Not s

1%

2%

0%

0%

2%

1%

2%

1%

0%

0%

1%

1%

0%

50%

50%

25%

10%

o 5%

ame

o 5%

10%

25%

50%

50%

sure

%

4%

%

%

5%

7%

8%

3%

7%

6%

5%

9%

11%

11%

14

13%

%

10%

9%

16%

19%

%16%

19%

26%221%

26%

2

2011 (

2010 (

2009 (

%

%

27%

N=642)

N=405)

N=331)

2011 (

2010 (

2009 (

N=642)

N=405)

N=331)


33

Overall, membership numbersseem to be rebounding, withthe percentage of associationsreporting increases inmembership almost doubling,compared to 2010. In fact, theoverall percentages ofassociations that are showingincreases, declines, and nochange almost mirror thosefrom the 2009 benchmark (seetable).

On average, associations sawtotal membership grow by 2%this past year. A total of 49% ofassociations saw membershipgrowth in the past year, while16% reported no change, and34% reported a decline inmembership. Only 2% ofassociation professionals wereunaware as to whether theirone year membershipnumbers had changed orremained the same, acontinued drop from theprevious research.

One-quarter of associationsreport that their overallmembership has increased 1%to 5% over the past year. Thisis an increase over theprevious study and representsa return to the 2009benchmark.

Around 10% of associationsreport that their associationmembership has grown byeither 6% to 10% (11%) or 11%to 25% (9%) over the past year.Both of these findings areincreases over the 2010findings and also represent areturn to the 2009 benchmarknumbers.

About 16% of associationsindicate their membershipnumbers have remained thesame over the past year, onpar with the previous studies.

About two in ten associations(19%) report declines inmembership by 1% to 5%, adrop from the previous year(down from 26%), and back onpar with the 2009 benchmarkpercentage.

There was also a decline in thepercentage of associationsindicating drops inmembership of 6% to 10%(11%, down from 13% in 2010)and declines from 11% to 25%(4%, down from 8% in 2010).

Small associations (up to 1,000members) are significantlymore likely to report nochange in membershipnumbers over the past year,compared to associations withmore members.

Over 60% of individualmembership organizations andover 63% of tradeorganizations reported thattheir membership increased orremained the same over thepast year.

Percentage Change in Entire Membership Over Past ONE Year

2011 2010 2009




%5 %3 %2 eruS toN

34


Over the past FIVE YEARS, what do you estimate has been the total percentage change in your membership?

While current findings indicatethat a greater percentage ofassociations showed increasesin membership (rather thandeclines) over the past fiveyears, there is a continueddecline in the percentage ofassociations reportingincreases in membershipoverall, especially thosereporting increases up to 25%.

On average, associations sawmembership grow by 5% overthe past five years. A total of

51% of associations sawmembership growth over thisfive-year period, while 9%report no change, and 38%report a decline inmembership. 4% of associationexecutives were unsure if theirmembership numbers hadshifted over the past five years.

The percentage ofassociations reporting declinesin membership over the pastfive years has continued toincrease.

It is interesting to note thatassociations reporting declinesover the past year are alsomore likely to report declinesin membership over the pastfive years, while thoseindicating a rise inmembership over the past yearare more likely to have hadincreasing member numbersfor the past five years.

Increase

Incre

Incre

Inc

In

Re

D

De

Dec

Dec

Decline

ed more than 5

eased 26% to 5

eased 11% to 2

reased 6% to 1

ncreased 1% to

emained the sa

Declined 1% to

eclined 6% to 1

clined 11% to 2

clined 26% to 5

ed more than 5

Not s

1%1%

0%

50%

50%

25%

10%

o 5%

ame

o 5%

10%

25%

50%

50%

sure

3%

4%

2%

5%

3%

2%

5%

6%

7%

9%

7%

7%

8%

8%

8%

7%

8%

7%

9%

9%

13%

13%

12%

12%

11%

11%

1

13%

11%

%17%

14%

16%

1

16%

2011 (

2010 (

2009 (

18%

N=639)

N=405)

N=332)

2011 (

2010 (

2009 (

N=639)

N=405)

N=332)

Percentage Change in En�re Membership Over Past FIVE Years 2011 2010 2009 Percentage Increased Overall 51% 57% 60% Percentage Unchanged Overall 9% 8% 8% Percentage Declined Overall 38% 30% 27% Not Sure 4% 5% 5%


35

Increase

Incre

Incre

Inc

In

Re

D

De

Dec

Dec

Decline

ed more than 5

eased 26% to 5

eased 11% to 2

reased 6% to 1

ncreased 1% to

emained the sa

Declined 1% to

eclined 6% to 1

clined 11% to 2

clined 26% to 5

ed more than 5

Not s

2%

1%

0%

2%

1%

1%

2%

1%

50%

50%

25%

10%

o 5%

ame

o 5%

10%

25%

50%

50%

sure

%

5%

3%

3%

8%

%

2%%

6%

7%

3%

4%

7%

5%

3%

%

11%

14

9%

%

10%

9%

10%

12%

12%

10%

10%

%

220%

25%

21%

20%

%

25%

22%

2011 (

2010 (

2009 (

N=638)

N=402)

N=325)

2011 (

2010 (

2009 (

N=638)

N=402)

N=325)

In the past year, what was the percentage change in your NEW-member acquisition?

Percentage Change in NEW-Member Acquisition

2011 2010 2009




%01 %21 %8 eruS toN

Over Past Year

Over 60% of associations report an increase innew members, a significant increase over theprevious studies, and a corresponding decreasein the percentage of associations reporting adecline in new members.

Findings demonstrate a 5% increase in thepercentage of associations reporting a newmember increase of up to 5% and from 6% to 10%.

Change in new-member acquisition seems to bepositively correlated with overall membershipchange for the past year. Associations reportingincreases in membership overall are more likelyto show increases in new members, while thosereporting overall membership declines are morelikely to have a decreasing new member pool.

36


In the past year, what was the percentage change in your member RENEWAL rate?

Increase

Incre

Incre

Inc

In

Re

D

De

Dec

Dec

Decline

ed more than 5

eased 26% to 5

eased 11% to 2

reased 6% to 1

ncreased 1% to

emained the sa

Declined 1% to

eclined 6% to 1

clined 11% to 2

clined 26% to 5

ed more than 5

Not s

0%

1%

3%

2%

0%

0%

1%

1%

1%

1%

0%

0%

1%

2%

4

3%

1%

0%

50%

50%

25%

10%

o 5%

ame

o 5%

10%

25%

50%

50%

sure

%

7%

5%

7%

5%

14

10%

5%

8%

4%

9%

%

9%

21%

17%

4%15%

18%

27%

29%

37%39%

2011 (

2010 (

2009 (

N=638)

N=403)

N=326)

2011 (

2010 (

2009 (

N=638)

N=403)

N=326)

Overall, there was a significant increase in thepercentage of associations reporting increases inrenewal rates compared to the previous studies(35% vs. 21% in 2010; 22% in 2009). There wasalso a substantial increase in the percentage ofassociations reporting no change in theirrenewal rate over the past year, returning to the2009 benchmark level.

On average, associations saw an increase inrenewal rates of about 1% this past year.

There was also a substantial drop in thepercentage of associations reporting a decline inrenewal rates from the previous studies.

There is a correlation between the percentagechange in renewals and the overall change inmembership, such that associations reportingincreases in membership over the past year alsoshow increases in renewals, and thosedemonstrating declines in overall membershipare more likely to report declines in renewals.

Associations with more than 5,000 members aresignificantly more likely to report increases inrenewals up to 5%. Directionally, associationswith up to 1,000 members are more likely toreport no change in the percentage of renewalscompared to associations that are larger.

Percentage Change in Member RENEWALS Over Past Year

2011 2010 2009




%9 %8 %7 eruS toN


37

What is your organization’s single biggest challenge to growing membership?

Ina

Wea

adequate assoc

Inadequate re

ak product or s

Ins

Lack of

M

cia�on manage

Lack of mar

esearch to und

Insufficient sta

service offering

ufficient budge

strategy or pla

arket satura�o

ement databas

ke�ng exper�s

derstand marke

Econom

Othe

3

aff

gs

et

an

on

se

se

et

my

er

8%

7%

7%

3%

13%

12%

11%

9%

%

16%

%

16%

2011 (N=631)

2011 (N=631)

Challenges Faced by Five Year Membership Growth

Challenge Five Year

Membership Increased

Five Year Membership Unchanged

Five Year Membership

Decreased Insufficient staff Weak product or service offering Insufficient budget Lack of strategy or plan Market satura�on Inadequate associa�on management database

Lack of marke�ng exper�se Inadequate research

Approximately 16% of associations report thattheir biggest challenge to growing theirmembership is insufficient staff and 12% indicatean insufficient budget.

13% of associations report they have weak productor service offerings and 11% indicate a lack ofstrategy or plan for growing the membership.

Directionally, associations with renewal ratesunder 80% are more likely to indicate thatinsufficient staff or weak product/serviceofferings are their biggest challenge.

Associations reporting a decrease in their newmembers over the past year are significantlymore likely to indicate that their biggestchallenge is the association’s weak product orservice offerings.

Small associations (those with fewer than 1,000members) are significantly more likely to indicatethat their biggest challenges center aroundinsufficient staff or lack of a strategy or plan.

As illustrated by the table below, findingsindicate that some challenges have a moresignificant impact on long-term membershipgrowth than other challenges. It appears thatweak product and service offerings, insufficientbudget, and lack of marketing expertisecorrelate with decreasing membership over time.However, organizations that noted their biggestchallenges as insufficient staff, market saturation,inadequate association management database,and inadequate research were best able toovercome these challenges and producemembership growth.

38


How does your organization’s leadership define success?

Association professionals rank growth inmember counts (26%), growth in net revenue(23%), and growth in gross revenue (16%) as theirprimary definition of association success.

An increase in new members (18%) and growth inmember participation (15%) are most oftenranked fourth as definitions of success.

An increase in the visibility of the organization,increase in visibility of industry or field, and anincrease in the effectiveness of advocacy effortstend to not be considered strong definitions ofsuccess.

Association executives from organizationsshowing increases in renewal over the past year,and those associations with more than 1,000members, are significantly more likely to rankgrowth in net revenue as the primary definitionof success compared to associations withdeclines in renewals.

Ranked Percentages on Defini�ons of Associa�on Success Rank 1 2 3 4 5 6 7 8 9 10 11

Growth in members counts 26% 16% 19% 9% 8% 8% 5% 5% 2% 3% 3%

Growth in net revenue 23% 16% 11% 8% 7% 10% 6% 7% 7% 4% 3%

Growth in gross revenue 16% 15% 10% 8% 8% 7% 9% 6% 9% 10% 6%

Increase in new members 6% 10% 13% 18% 14% 13% 8% 7% 6% 4% 1%

Growth in member par�cipa�on 5% 8% 8% 15% 10% 13% 11% 11% 8% 10% 7%

Growth in a�endance 2% 7% 10% 13% 15% 11% 13% 9% 10% 8% 3%

Increase in renewal rates 3% 7% 10% 11% 17% 15% 14% 9% 9% 6% 5%

Increase in visibility of organiza�on 5% 8% 9% 8% 8% 11% 16% 20% 11% 4% 5%

Increase in visibility of industry or field 5% 5% 5% 5% 6% 7% 11% 15% 25% 18% 7%

Increase in advocacy effec�veness 8% 7% 5% 4% 6% 5% 6% 11% 12% 31% 18%

Other 2% 1% 1% -- 1% 1% 1% -- 2% 4% 43%


39

How would you characterize your membership growth goals?

There has been a decline inthe percentage of associationsindicating they are focusing onretention rather thanacquisition since the previousstudy (31% vs. 37% in 2010;33% in 2009).

There is a slight increase in thepercentage of associationsputting equal priority onacquisition and retention (48%vs. 45% in 2010). This is stilllower than the initial 2009benchmark finding (52%).

The percentage ofassociations prioritizingacquisition over retention hasremained basically unchangedsince the 2010 study.

Associations reporting amembership strategy with apriority on new memberacquisition had an averagetotal membership growth of4% over the past year.Associations reporting amembership strategy with apriority on retention had anaverage total membershipgrowth of 1% over the past

year. Associations reporting amembership strategy with anequal priority on bothacquisition and retentionshowed an average totalmembership growth of 2%over the past year.

Directionally, associations who raised their dues by up to 10% are more likely to placea greater priority on retention,while those who raised theirdues by more than 20% aremore likely to place an equalpriority on acquisition andretention.

acq

17% 16%1

Greater priorituisi�on than re

3

1 3%

ty on eten�on

Grreten

2011 (N

31%

37%33%

reater priority �on than acqu

=642) 2

48

%

on uisi�on

Eqacquisi

2010 (N=403)

8%45%

52%

ual priority oni�on and reten

2009 (N=

3%

n�on

=325)

2% 3%

Not sure

2011 (N=642) 22010 (N=403) 2009 (N==325)

40


What do you estimate is your current market penetration?

There appears to be anincreasing trend in the numberof associations reporting amarket share of 20% or less.

Two-thirds of associationexecutives report marketpenetration below 60% of theavailable market (66%).Numbers from the currentstudy are more similar to thoseof 2010 than 2009.

Associations with renewal ratesabove 80% are significantlymore likely to have marketpenetration above 40%.

Association industries mostlikely to have a marketpenetration up to 20% include:


• Professional services (41%)

• Educational (37%)

• Government (40%)

• Travel/Hospitality (37%)

Association industries mostlikely to have a marketpenetration between 21% and40% include:


• Retail (36%)

Manufacturing industryassociations are most likely tohave a market penetrationbetween 61% and 80%.

Up

21%

41%

61%

More th

p to 20% of the

% to 40% of the

% to 60% of the

% to 80% of the

han 80% of the

e available mar

e available mar

e available mar

e available mar

e available mar

Not s

4%

ket

ket

ket

ket

ket

ure

10%

7%

12%

%

1

8%

12%

20%

15%

16%

22%

18%

%

16%

4%

15%

%

31%28%

%

25%

25%

201

201

200

11 (N=636)

10 (N=401)

09 (N=326)

201

201

200

11 (N=636)

10 (N=401)

09 (N=326)


41

What type of membership offering bestdescribes your organization?

49%

I

%54%

64%

Individual

36%

2

Trade/Or

28%

22%

rganiza�onal

13%17%

Bot

%14%

th

2% 1%

Other

1%

About half of the participatingassociations are individualmember associations (49%).However, this represents acontinued drop in surveyparticipation from individualmember organizations.

About one-third of theparticipating associations aretrade/organizationalassociations (36%),representing a continuedincrease in the percentage oftrade associationsparticipating in this research.

A significantly higherpercentage of individualorganizations have renewalrates below 80% (59% vs. 42%),while a significantly higherpercentage oftrade/organizationalassociations have renewalrates above 80% (46% vs. 22%).

Comparisons of Percentages of Change in Overall Membership by Study Year

Increased Remained the Same Decreased

2011 2010 2011 2010 2011 2010 Individual 52% 43% 16% 12% 32% 45% Trade/Organiza�onal 47% 26% 18% 16% 35% 58% Both 44% 35% 14% 17% 42% 48%

All organization types show increases in overall membership from the previous study and lowerpercentages of declines.

2011 (N=6643) 20100 (N=404) 22009 (N=326)

42


How would you define the scope of your association?

Compared to the previousstudies, there is a slightdecline in the percentage ofinternational and nationalassociations participating inthe current study.

However, there is a significantincrease in the percentage ofregional associationsparticipating this year,compared to previous years.

There is a continued decline inthe percentage of state andlocal associations representedin the study.

39%41%

Internat

38%

34%

tional

8%34%

Na�onal

2011 (N

12%

2% 2%

Regional (mustate)

N=643)

7%9

%

ul�- Sta

2010 (N=403)

3

9%

14%

ate

2009 (

3%5%

14%

Local

N=326)

2% 3% 2

Other

2%

2011 (NN=643) 2010 (N=403) 2009 (N=326)

Does your association have chapters?

More than half of the participating associationsindicate they do not have chapter affiliates.

Of the remaining associations, 47% do havechapters, of which 30% have optionalmembership and 17% have mandatorymembership.

Ymembe

30%

es, chapter ership is op�onnal

Yes, memb

man

17%

chapter bership is ndatory

2%

Our organizchap

%

za�on is a ter

51%

No

2011

(N=640)2011 (N=640)


43

What percentage of your members belongs to a chapter?

Of the associations in which chaptermembership is optional, about one-third reportthat up to 40% of their membership belongs to achapter (36%) and about 28% indicate thatbetween 41% and 80% of their membershipbelongs to a chapter.

20% of associations report that more than 80% of their members belong to a chapter affiliate.

2

Up tomem

21%

o 20% of mbership

2m

16%

1% to 40% of membership

15%

41% to 60%membersh

13

% of hip

61% tomemb

3%

80% of bership

Morem

20%

e than 80% of embership

15%

Not sure

2011 (N=1188)2011 (N=1188)

44


What membership categories does your association offer?

The most commonmembership categories areindividual basic (64%),company/institutional (55%),and student (54%).

There has been a decline inalmost all of the membershipcategories, most likelybecause of the addition of theyoung professionalmembership category, which18% of associations offer.

Associations offering groupmemberships are significantlymore likely to report overallincreases in membership overthe past year (23% vs. 12%).

Individu

Fr

Compan

Yo

Group (mu

ual Plus (addedmembers

reemium (no-c

Individual Ba

ny or Ins�tu�o

Stude

Re�r

Life�

Vend

oung Professio

Mul�-ye

l�ple individua

d benefits to baship)

Unemploy

Onl

cost membersh

Oth

8

asic

nal

ent

red

me

dor

nal

ear

als)

asic

yed

ine

hip)

her

Not asked in

22%

18%

17%

17%

15%

15%

12%

8%

12%

21%

20%

16%

16%

16%

14%

%

10%

n 2010

43%

29%33%

55%

54%

%

55%

59%

50%

2011 (N=6

2010 (N=4

644%69%

636)

403)

2011 (N=6

2010 (N=4

636)

403)


45

How many paid members are in your association?

There is an increase in the percentage of smallassociations (up to 1,000 members and 1,001 to5,000 members) participating in the current

study, with a corresponding decline inparticipation for the larger associations.

U

1,00

5,001

More th

p to 1,000

01 to 5,000

1 to 20,000

han 20,00017%

2

2

25%

24%

26%

26%

22%

26%

22%

21%

30%

28%

30%

2011

2010

2009

1 (N=642)

0 (N=403)

9 (N=325)

2011

2010

2009

1 (N=642)

0 (N=403)

9 (N=325)

What is your organization’s annual operation budget?

A majority of associations report an operatingbudget of $1 million up to $4.9 million (56%).

About 20% of associations have an operatingbudget from $5 million to $9.9 million and 25%have an operating budget above $10 million.

$1 mi

$5 mi

$10 mill

$20 m

Mo

illion to $4.9 m

illion to $9.9 m

lion to $19.9 m

million to $50 m

ore than $50 m 3

million

million

million

million

million

13%

9%

%

20%

%

2011 (N

56%

N=613)2011 (NN=613)

46


How much are your basic annual membership dues?

Almost three in ten associations indicate theirmembership dues are up to $150 annually (29%),a slight decrease from the 2010 study (32%), butan increase over the 2009 findings (22%).

Approximately one-quarter of associationsreport basic annual membership dues between$150 to $299 (25%) and one-quarter have annualdues between $300 and $999 (27%).

On par from the 2010 study, 20% of associationsreport that dues vary by company size.

Over 64% of individual membership associationsoffer their basic annual dues between $50 and $299.

Other

$1

$1

$2

$3

$4

$5

$7

$100

r: Varies by com

Under $50

$50 to $99

00 to $149

50 to $199

00 to $299

00 to $399

00 to $499

00 to $749

50 to $999

00 and over

mpany size

5

2%

5

4%

3%

4%

3%

7%

7%

6%

5%

6%

6%

10

5%

6%

7%

9%

7%

9%

11%

11%

13%

12%

12%

14%

12%

11%

0%

11%

12%

13%

11%

20%19%

16%

%

2011 (N=641

2010 (N=401

2009 (N=324

1)

1)

4)

2011 (N=641

2010 (N=401

2009 (N=324

1)

1)

4)


47

Over the course of a year, excluding staff costs, how much do youspend on the following membership marketing programs?

The amount of money spenton all programs this year is lessthan in the previous study.Additionally, more was spenton membership recruitmentthan on awareness andbranding. This is an oppositefinding from the previousresearch, suggesting thatassociations, even whilespending less overall, putmore resources toward new-member acquisition thantoward awareness andbranding.

Associations still spend theleast amount on new-memberengagement and membershipreinstatement/win-back.

Associations reportingincreases in overallmembership over the past yearspend more of their budget onall areas of membershipmarketing, with the exceptionof membership recruitment, inwhich they spend less thanassociations showing overallmembership declines (Means:$77,093 vs. $125,001).

Individual membershipassociations spendsignificantly more onmembership recruitment thantrade associations (Means:$137,489 vs. $51,370).

As expected, the amountspent on marketing programsis directly correlated with the size of the association,such that larger associations spend more.

Mean Amount Spent on Membership Marke�ng Programs by Year

2011 2010 Membership recruitment $92,543 $109,633 Awareness and branding $56,705 $118,789 Member renewals $43,401 $53,485 New-member engagement and onboarding $24,943 $27,520 Membership reinstatement or win-back $14,048 $19,644

Mean Amount Spent on Membership Marke�ng Programs by Growth Goals

Acquisi�on Reten�on Equal Membership recruitment $124,698 $71,876 $95,304 Awareness and branding $82,289 $45,777 $54,645 Member renewals $54,344 $50,065 $35,353 New-member engagement and onboarding $33,937 $19,790 $25,134 Membership reinstatement or win-back $16,821 $18,496 $10,087

Associations with growth goals focused onacquisition are also more likely to spend agreater amount of money on all marketingprograms; however, the difference between the

amount they spend on acquisition, awareness,and new-member engagement is substantiallyhigher than what they spend on memberrenewals and reinstatement.

48


What best describes your personal job function?

There are few changes from the 2010 study inthe breakdown of respondent job functions.

As in the previous research, the majority ofparticipating association professionals aremembership executives (42%), marketingexecutives (19%), or executive directors (18%).

* Computer and Finance were originally combined in the 2010 study. They have subsequently been separated into individual categories.

Exe

Convent

Govern

Hu

Membershi

e Director

Financ

Computer/ I

t

ment

man Resource

L a

Othe

3%

3%

2%

1%

1%

1%

0%

0%

0%

0%

0%

4%

3%

3%

2%

1%

1%

0%

0%

0%

0%

p

n

s

e

n

T

s

s

s

al

s

er

Not asked in 20

9%10%

010

19%

18%

21%

17%

42%40%

2011 (N

2010 (N

%

N=639)

N=399)

eexE

mbershiMe

ee ctorDire

p

ctor

%3

17

%17

%21

%18

%19

%%24%40

%%

Financ

n

s

e

n

00

%3

%3

%4

%1

%

%2

%3

%3

2nidasketoN 00 01

ttnConve

Hu

nreGov

Ir/Compute

tt

sourceRenma

ment

n

T

s

s

s

%0

%0

%1

%1

%2

%0

%0

%0

%1

s

aa

ee

L

hOt

aa

s

l

er

%0

%0

%0

%0

%0

s

r %10%9

NN

NN

(1201

(0201

NN )=639

NN )=399


49

What best describes your association’s industry?

There is a substantially greater percentage ofprofessional service associations participating inthe current study, compared to the 2010research.

There is also an increase in the percentage ofmanufacturing, philanthropic, andfinance/accounting associations thatparticipated in this research compared to 2010.

There was a drop in the percentage ofhealthcare, education, and scientific/engineeringassociations that participated in the currentresearch.

Based on “other” responses from last year’sresearch, additional categories of associationswere included: travel/hospitality, retail, realestate, and agriculture.

Profes

Scien�f

Finan

Tra

Building

ssional Services

Healthcare

Educa�on

fic/Engineering

Manufacturing

Philanthropic

ce/Accoun�ng

vel/Hospitality

g/Construc�on

Government

Retai

Real Estate

Agriculture

Other

3%

2%

2%

2%

1%

3%

3%

3%

3%

2%

s

e

n

g

g

c

g

y

n

t

l

e

e

r

Not asked in 20

Not asked in 20

Not asked in 20

Not asked in 20

9

7%

5%

5%

4%

%

%

%

%

4%

%

010

010

010

010

13%

9%

13%

10%

19%

16%

24%

%21%

2011

2010

%

26%

(N=639)

(N=382)

2011

2010

(N=639)

(N=382)

50


Industry associations that have done well withmembership over the past five years includehealthcare, manufacturing, professional services,and real estate, as all have gained at least 5% inmembership.

Industry associations that have achieved modestgains in membership include travel/hospitality,science/engineering, and education.

Some industry associations have basicallyremained unchanged, such as those infinance/accounting, building/construction, and agriculture.

Government and retail-based industryassociations have seen the largest losses inmembership, with retail dropping over 12% over the last five years.

Five-Year Percentage Change in Membership by Industry

Industry or Field Served Average Percent Change

in Membership Over Five Years

Healthcare 12.6% Manufacturing 7.2% Professional Services 6.7% Philanthropic 5.3% Real Estate 5.1% Other 2.5% Travel/Hospitality 1.8% Science/Engineering 1.2% Educa�on 1.1% Finance/Accoun�ng 0.1% Building/Construc�on 0.1% Agriculture - 0.8% Government - 2.4% Retail - 12.4%

What best describes your association’s industry?


51

THE MGI

MEMBERSHI P L IFEC YCL E

209 Madison Street, Third Floor, Alexandria, Virginia 22314 www.marketinggeneral.com [email protected]

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To FIND OUT MORE about how the MGI MembershipLifecycle can work for your organization, telephone us and ask to speak with Rick Whelan at 703-706-0350.

awarenessWhen prospects first discover you.

recruitmentWhen prospects choose to try you.

engagementWhen new members feel theybelong with you.

renewalWhen lapsing members decidewhether to keep you.

reinstatementWhen former members agree to return to you.

TM

703-739-1000 www.marketinggeneral.com

ABOUT MARKETING GENERAL INCORPORATED Marketing General Incorporated is the nation’s largest marketing agency workingexclusively with membership associations. During the past 30 years, MGI has helpedhundreds of associations and relationship-based organizations increase theirmembership, improve retention, enhance member engagement, grow revenue, andgain new insights through market research and analysis. Additional information canbe found at www.MarketingGeneral.com or by contacting us at 703-739-1000.

© 2011 Marketing General Incorporated

209 Madison Street, Third Floor, Alexandria, Virginia 22314

Tony Rossell Senior Vice President,Marketing General Incorporated

Tony Rossell is Senior Vice President of

Marketing General Incorporated in

Alexandria, VA. A frequent writer and

speaker on membership marketing topics,

he is a contributing author to two books,

Membership Marketing (ASAE 2000) and

Membership Essentials (ASAE 2008). He

also writes the “Membership Marketing

Blog” and has over 25 years of experience

in helping organizations grow their

membership.

Tony can be reached at 703-706-0360

or at [email protected].

Adina W. Wasserman, PHD Director of Market Research,Marketing General Incorporated

Adina W. Wasserman, Ph.D. is Director of

Market Research at Marketing General

Incorporated. Dr. Wasserman is renowned

for pioneering the concept of

Indispensability Measurement for

associations. In addition, she has created

engagement measurements including the

Customer Relationship Index and the

Communications Effectiveness Index. She

earned her undergraduate degree at the

University of Michigan, Ann Arbor and

completed her master's and Ph.D. in social

psychology at Florida State University.

Adina can be reached at 703-706-0373 or

at [email protected].

Erik Schonher Vice PresidentMarketing General Incorporated

Erik Schonher is Vice President of Marketing

General Incorporated. He is an experienced

strategic planner and a seasoned tactician

who mixes direct marketing, media

placement, branding, creative design, and

web marketing into multi-channel

campaigns. Mr. Schonher regularly presents

at meetings and conferences, including the

ASAE Annual Conference and the ASAE

Marketing and Membership Conference.

He is the author of many professional

articles and MGI white papers, and hosts

“Erik’s Experts in Membership Marketing,”

a blog that examines membership

marketing best practices, research and

analysis, communication theories, and

sales techniques.

Erik can be reached at 703-706-0358 or

at [email protected].

2011 benchmarkingrprt

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year membership growth

membership growth4

membership growth wasin

past year

percentage change

percentage unchanged

percentage unchanged

percentage increased