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Boosting Membership Retention from the Start: Your Members’ First 3 Months

Does membership retention really begin the second a member joins your association?

It should! The better you onboard, the more likely your members are to renew.

So the question then becomes...how do you effectively onboard your new members? What should you be doing in their first few months? Here’s a breakdown:

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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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