Associations that report renewal rates at or above 80%, and those with increases in new members and overall membership in the past year and past five years, are significantly more likely to report their association’s value proposition is very compelling or compelling. This makes sense because members want to know that they are getting a return on the dollars and...
The 2021 Membership Marketing Report by Marketing General Incorporated shows that 47% of associations reported declines in total membership, with the median percentage drop at 9%. Member renewal rates have also declined with 45% of associations reporting decreases compared to 2020’s figure of 24% reporting renewal declines. There is no one-size-fits-all marketing campaign for association membership, but there are seven...
As association professionals evaluate what has worked well over the past two years and what changes need to occur moving forward, there is a constant struggle for resources – financial and human. Association magazines, news centers, and newsletters are an important component of member communication – and member engagement. The costs, however, can be significant if the publications are handled...
According to the 2021 Association Industry Survey, a surprising 58% of respondents reported a positive impact on their value proposition from COVID. Of the organizations responding to the survey, 88% said members definitely or somewhat recognize the association’s value proposition. Of the 35% of respondents indicating an increase in member engagement in 2020, 48% said that COVID had a major...
Association editors for national associations routinely face the challenge of covering issues that may vary widely from state to state and region to region. Ensuring that articles don’t focus solely on one region and ignore the different issues faced in other areas requires careful planning to include issues, sources, and advice that recognizes the breadth of the membership. The challenge...
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