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From #OSAE17: 3 Marketing Trends for Association Professionals to Watch

From #OSAE17: 3 Marketing Trends for Association Professionals to Watch

The marketing landscape is constantly changing and it can be hard enough for full-time marketers to keep up, much less busy association professionals trying to balance a million tasks.

So what marketing trends should association professionals be mindful of?

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Good News: Association Growth Is on the Rise

Posted by Callie Walker

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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!

The Ultimate Guide to Membership Management

Topics: association management, association leadership, Small Staff Chatter

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