Marketing General Incorporated (MGI) just released its 2016 Membership Marketing Benchmarking Report, which explores the membership marketing initiatives and outcomes of 828 participating associations, and good news - associations are once again on a path of growth!
According to the report, nearly half of all associations (49%) experienced an increase in membership growth over the past year. And of those associations, a majority report increases of 1-5%.
More key takeaways from the report are as follows:
- The top methods for acquiring new members include word-of-mouth recommendations (69%) and email (56%).
- The most common reason association executives believe members join is to network with others in their respective field (55%).
- An email welcome is the most common method for welcoming new members to an association (80%). It’s usage has also increased in recent years.
- 76% of associations saw an increase in social media participation.
- 60% of associations saw an increase in webinar participation.
- Most associations offer a grace period; only 16% overall do not.
- Over 54% of the associations with an 80% or higher renewal rate offer a grace period of 2 to 3 months.
- Email is the most popular means of contacting members about renewing their membership.
- Three months prior to expiration is the most popular time to begin renewal efforts. 40% of all associations begin renewal efforts during this time period.
- Facebook and Twitter remain the two most popular social media platforms for associations.
- The primary goals for most associations (47%) are increasing member engagement, membership retention, and membership acquisition.
Now these are just a few key takeaways from the report - but there are PLENTY more where that came from. I encourage you to check out the full report here.
That said, going back to overall goals, if your association is focused on increasing member engagement, membership retention, and membership acquisition, I encourage you to check out our Ultimate Guide to Membership Management below. It has best practices for all of these areas - and more. Plus, it’s free!