2013 Membership Marketing Benchmarking Report Putting Membership Marketing Practices & Performance in Perspective 1
Dec 04, 2014
2013 Membership Marketing Benchmarking Report
Putting Membership Marketing Practices & Performance in Perspective
1
If You Want to Ask a Question…
Twitter: mktgeneral
E-mail: [email protected]
Booth #347 at the ASAE Annual Conference in Atlanta
2
Speaking Today
Erik Schonher, MBA, CeMVice President, MGI
Adina Wasserman, PhDDirector of Research, MGI
3
Why do this research?
“The purpose of this study continues to be the development of meaningful benchmarks by which the leadership of individual membership and trade associations can effectively evaluate their own membership marketing strategies and tactics.”
4
Agenda
1. Study Methodology2. Industry Review: Top 5 Findings3. Tactics that Drive Membership
1. Awareness2. Recruitment3. Engagement4. Retention5. Reinstatement
4. Other Observations5. Q & A
5
What are the Trends in Association Membership?
2013 Membership Marketing Benchmarking Report
• Fifth Year Produced by MGI
• Over 695 Participating Associations
• Up Front Disclaimer What not Why Correlation not Causation
6
Research Goals1. Gain an understanding of the membership marketing
practices of associations
2. Determine the challenges in membership marketing faced by individual membership and trade associations
3. Define what practices they believe are most effective
4. Understand through cross tabulation with new member, renewal and growth numbers what practices are related to better outcomes
7
Survey Overview
1. Survey open from January 8, 2013 to February 20, 2013 – 7 Weeks Total
2. 7,857 requests to participate3. 751 (9.56%) completed surveys4. 695 (8.85%) participating associations (one
response per association)5. Margin of error + / - 3.7% with a 95% confidence
level
8
Industry Review
Top 5 Findings
9
Stability
10
1
New Member Acquisition is Up!
CHANGE IN NEW MEMBER ACQUISITION OVER PAST YEAR — COMPRESSED
2013
(n = 690)
2012 (n =
687)
2011 (n = 638)
2010 (n
= 405)
2009
(n = 325)
Percentage Increased Overall 63% 60% 57% 42% 49%
Percentage Unchanged Overall 17% 17% 21% 20% 22%
Percentage Declined Overall 16% 15% 16% 26% 21%
Percentage Unsure 4% 10% 8% 12% 10%
11
Changes in Renewal Rates – Slightly down
CHANGE IN RENEWAL RATE OVER PAST YEAR — COMPRESSED
2013
(n = 691)
2012 (n = 683)
2011 (n = 638)
2010 (n
= 403)
2009
(n = 326)
Percentage Increased Overall 35% 36% 32% 21% 22%
Percentage Unchanged Overall 30% 33% 37% 27% 39%
Percentage Declined Overall 31% 22% 24% 44% 31%
Percentage Unsure 4% 10% 7% 8% 9%
12
MEAN MEMBERSHIP RENEWAL RATEIndividual Member
Trade/ Organizational Hybrids
All members 79% 87% 76%
First-year members 64% 78% 61%
13
Overall Membership Size - Stable
CHANGE IN MEMBERSHIP OVER PAST ONE YEAR—COMPRESSED
2013
(n = 691)
2012 (n = 689)
2011 (n = 642)
2010 (n
= 405)
2009
(n = 331)
Percentage Increased Overall 52% 52% 49% 36% 45%
Percentage Unchanged Overall 16% 16% 16% 14% 16%
Percentage Declined Overall 31% 29% 34% 48% 35%
Percentage Unsure 1% 3% 2% 3% 5%
14
Market Dynamics
Growth
• Finance– Accounting– Banking – Insurance
• Healthcare
Loss
• Building– Construction
• Manufacturing
15
The Top Goals for Membership are…
16
2
Top 3 Membership Goals
Increasing member engagement
Increasing both membership acquisition and retention
Increase understanding of member needs
Increasing non-dues revenue from members
Increasing dues revenue
Increasing membership retention
Increasing membership acquisition
Increasing member diversity
Other
74%
74%
38%
33%
28%
21%
16%
9%
2%
2013 (n = 690)
17
One-half of associations raise dues only 1% to 5%
18
3
Percentage of Last Membership Dues Increase
19
1% to 5%
6% to 10%
11% to 15%
16% to 20%
21% to 25%
26% to 30%
31% to 35%
36% to 40%
More than 40%
51%
25%
9%
7%
4%
1%
1%
1%
2% 2013 (n = 636)
Social Media is beginning to become a structured medium.
20
4
SOCIAL MEDIA OUTLETS OFFICIALLY USED BY ASSOCIATIONS
2013(n =690)
2012 (n = 685)
2011 (n =
641)
2010
(n = 405)Facebook 85% 86% 91% 75%
Twitter 76% 79% 71% 66%
LinkedIn (Public Access) 54% 56% 53% 59%
YouTube 52% 53% 45% 35%
Association Blog 35% 30% 27% 30%
LinkedIn (Members Only) 34% 30% 28% N/A
Association Listserv 24% 22% 24% 31%
Flickr 17% 15% 15% N/A
Private Association Social Network 16% 19% 18% 17%
Google+ 11% 11% N/A N/A
Pinterest 10% N/A N/A N/A
Wikis 5% 8% 9% 13%
Ning/Groupsite 2% 4% 4% 6%
MySpace 1% 1% 1% 4%
None 4% 3% 6% 8%
Other 5% 4% 4% 6%
Top three social media platforms.Top social media platform.Upward trend
21
Top Social Media Used by Associations
• Facebook1. Generating Awareness2. Promoting Association Events3. Promoting Industry Events
• Twitter1. Promoting socialization/discourse among attendees at events2. Promoting specific sessions & programs at meetings/events3. Promoting association events
• LinkedIn1. Harvesting contact information for recruitment2. Generating awareness for your association3. Soliciting new members
22
Department Responsible for Social Media Programs
23
Communications
Marketing
Membership
IT
Education
Advocacy and policy
Social media
Other
52%
44%
31%
8%
7%
6%
4%
12% 2013 (n = 657)
Associations reporting increases in overall membership over the past year are significantly more likely to
use research.
24
5
GROWTH STATISTICS FOR INDIVIDUAL MEMBERSHIP ORGANIZATIONSWHO INTRODUCED MEMBER RESEARCH IN 2012
Change in Overall
Membership(n=102)
Change in Renewal Rate
(n=100)
Change in New Members
(n=92)
Increased 59% 45% 65%Stayed the Same 16% 32% 20%Decreased 26% 23% 16%
GROWTH STATISTICS FOR TRADE ASSOCIATIONS WHO INTRODUCED MEMBER RESEARCH IN 2012
Change in Overall
Membership (n=66)
Change in Renewal Rate
(n=64)
Change in New Members
(n=64)
Increased 53% 38% 72%Stayed the Same 21% 28% 16%Decreased 26% 34% 13%
25
Using a variety of research techniques
Quantitative survey research
Focus groups
Phone interviews
On-site interviews/intercepts
Secondary research
Online panels/bulletin boards
None
Other
70%
39%
30%
30%
22%
17%
8%
8%
77%
41%
31%
24%
23%
13%
8%
7%
2012 (n = 687)2013 (n = 691)
26
Tactics that Drive Membership
AwarenessRecruitmentEngagement
RetentionReinstatement
27
Awareness
28
How do members discover your association?
• Word-of-Mouth 86%• Association Website 80%• Email 66%• Conference Promotion 55%• Association Sponsored
Social Networking Sites 54%• Local Events/Meetings 52%
29
How do maintain awareness of your association?
• Association Website 86%• Email 81%• Word-of-Mouth 79%• Association Sponsored
Social Networking Sites 74%• Conference Promotion 69%
30
Membership Recruitment
31
Reasons Members Join
• Networking 24%• Access to specialized information13%• Advocacy 8%• Best practices 8%
32
Most Effective Channels for Promotion
IMO Trade Both
1. Word-of-Mouth 60% 60% 51%
2. Email 35% 32% 36%
3. Association Website 34% 20% 33%
33
Membership Engagement
34
60%
34%
6%
2013 (n = 688)
YesNoNot sure
Do you have a separate strategic initiative or
tactical plan to increase engagement?
35
Quickly becoming a strategic part of the membership marketing strategy
Top 3 Methods Used to Onboard New Members
1. Email Welcome
2. Mailed Welcome Kit
3. Membership Card or Certificate
36
How has Engagement Changed?
• Increased1. Participation in Public Social Network2. Participation in Private Social Network3. Young Professional Program
• Decreased1. Directory purchases2. Conference attendance3. Donations to foundation or PAC
37
Membership Renewals
38
MARKETING CHANNELS USED FOR MEMBERSHIP RENEWALS
2013(n = 690)
2012 (n =
685)
2011 (n
= 644)
2010 (n = 405)
2009 (n = 333)
Email marketing 90% 88% 88% 88% 83%
Direct mail 79% 81% 82% 85% 91%
Staff phone calls 53% 53% 52% 49% 56%
Peer member contacts 26% 23% 20% 24% 31%
Telemarketing 20% 21% 24% 23% 27%
Board phone calls 17% 17% 18% 15% 28%
Magazine cover wraps 15% 17% 15% N/A N/A
Chapter phone calls 15% 13% 14% 14% 15%
Social media contacts 12% 15% 13% N/A N/A
Employer contacts 8% 6% 8% 7% 4%
Fax 7% 9% 10% 11% 17%
QR codes 3% N/A N/A N/A N/A
PURL 2% 3% N/A N/A N/A
Texting 1% 2% N/A N/A N/A
Renewal app for mobile devices 1% 1% N/A N/A N/A
Other 6% 3% 3% 3% 4%Top three channels for renewals.Top channel for renewalsDownward trend.
39
RENEWAL RATES BY NUMBER OF RENEWAL CONTACTSINDIVIDUAL MEMBERSHIP ASSOCIATIONS (n = 289)
1 to 6 contacts 7 or more contacts
Less than 80% renewal 43% 33%
80% or higher renewal 57% 67%
40
When to start?
Two to Four Months from Expire.
41
RENEWAL RATES BY START OF RENEWAL EFFORTINDIVIDUAL MEMBERSHIP ASSOCIATIONS (n = 289)
Three months or less prior to expiration
More than three months prior to expiration
Less than 80% renewal 41% 32%
80% or higher renewal 59% 68%
42
When to stop?
Two to Four Months After Expire.
43
RENEWAL RATES BY WHEN RENEWAL EFFORTS STOPINDIVIDUAL MEMBERSHIP ASSOCIATIONS (n = 286)
Up to 3 months after expiration
More than three months after expiration
Less than 80% renewal 41% 35%
80% or higher renewal 59% 65%
44
Top Reasons for Not Renewing
1. Budget cuts
2. Lack of engagement
3. Could not justify the cost of membership
4. Employer won’t pay
5. Lack of value
45
Member Reinstatement
46
LENGTH OF TIME FOR CONTACTING LAPSED MEMBERS TO REINSTATE THEIR MEMBERSHIP
2013
(n = 689)
2012 (n = 686)
2011 (n = 641)
2010 (n
= 403)
2009
(n = 333)
We don’t contact lapsed members 10% 10% 11% 10% 8%
1 year after expiration 19% 22% 22% 24% 25%
2 years after expiration 12% 13% 14% 15% 13%
3 years after expiration 8% 10% 9% 6% 6%
4 to 5 years after expiration 5% 5% 4% 6% 5%
6 to 10 years after expiration 1% 1% 1% 1% 1%
We continue indefinitely to contact lapsed members 32% 31% 30% 24% 30%
Other 7% 4% 3% 7% 6%
Not sure 5% 5% 5% 7% 7%
47
RENEWAL RATES BY HOW LONG LAPSED MEMBERS ARE CONTACTED INDIVIDUAL MEMBERSHIP ASSOCIATIONS
(n=238)
1-3 years after expiration More than 3 years after expiration
Less than 80% Renewal 40% 35%
80% or Higher Renewal 60% 65%
48
Other Observations
49
What should my membership marketing budget be?
50
MEAN AMOUNT SPENT ON MEMBERSHIP MARKETING PROGRAMS BY ORGANIZATION TYPE
IndividualMember Trade Hybrids
Acquisition $169,123 $99,408 $141,876 Retention $126,967 $59,227 $65,861
MEAN AMOUNT SPENT ON MEMBERSHIP MARKETING PROGRAMS BY RENEWAL RATE
Less than 80% 80% and higherAcquisition $134,399 $137,295 Retention $92,838 $100,532
ASSOCIATION MANAGEMENT SOFTWARE USED BY STUDY YEAR2013
(n = 684)2012
(n = 640)
iMIS (ASI-iMIS) 20% 19%Avectra Inc. 13% 11%Personify/TMA Resources 7% 6%Home grown or tailor-made system 6% 11%Microsoft Excel 4% N/AMicrosoft Access 3% N/AMicrosoft CRM 3% N/ASalesforce 2% N/AAptify 2% 2%Affiniscape 2% N/AProtech 2% 2%YourMembership 2% 2%CDC gomembers 2% 1%ISSI (Impak) 2% 1%MemberClicks 1% 1%Wild Apricot 1% N/AACGI Software 1% 2%CiviCRM 1% N/AEuclid Clear Vantage 1% N/ATimberlake Software 1% --123Signup Association Management Solutions, Inc. 1% 1%JL Systems (NOAH) 1% 1%None 4% 9%Other 22% 32%
51
“In your own words, what are the most important or successful lessons have you learned in the area of membership marketing?”
• Membership marketing is most successful when you ask members/potential members what they want and then you give it to them how they want it. Additionally, employing multiple marketing tactics – direct mail, email, social media, and word of mouth is the best way to get the word about your association's value out there. No one tactic will work.
• Listen, listen, listen. Be aware of the changing world around you and spoon feed members the information and benefits they want and need. Don't try and offer too many choices – determine your 3 core offerings and message them to death.
• Test, test, test! And try things over – things change every year so something that didn't work 3-5 years ago might work now.
• Try to understand how members actually use your association and their experiences rather than relying on your own limited perception.
• Segmenting is incredibly valuable—people need to feel like you understand their specific needs and can offer products or services that respond to those needs.
52
Special Reports• Individual Member Organizations• Trade Associations• Both IMO and Trade• Renewal Rates of 80% or higher• 5,000 – 20,000 member organizations• Healthcare• Education• Professional Services: White Collar
53
54
Sources for MMBR Updates!
• Marketing General Blog http://www.marketinggeneral.com/blog/
• Association Research Blog - http://associationresearch.blogspot.com/
• Experts in Membership Marketing Blog – http://expertsinmembershipmarketing.blogspot.com/
• Membership Marketing Blog – http://membershipmarketing.blogspot.com/
Thank you.
55
Adina Wasserman, PhD
Director, Market Research703.706.0373
Erik Schonher MBA, CeM
Vice President703.706.0358