The_2019_Membership_Marketing_Benchmarking_Report (1)

The_2019_Membership_Marketing_Benchmarking_Report (1)

YEARS

I N C O R P O R A T E D

2019 MEMBERSHIP MARKETING BENCHMARKING REPORT

SUPERVISED BY: Tony Rossell Senior Vice President Adina Wasserman, PhD Director of Research Matt Kerr, MA Market Research Manager

ABOUT MARKETING GENERAL INCORPORATED Marketing General Incorporated is the nation’s largest marketing agency working exclusively with membership associations. During the past 40 years, MGI has helped hundreds of associations and relationship-based organizations increase their membership, improve retention, enhance member engagement, grow revenue, and gain new insights through market research and analysis. Additional information can be found at www. MarketingGeneral .com or by contacting us at 703.739.1000 .

Marketing General Incorporated has been publishing the Membership Marketing Benchmarking Report annually since 2009. Every year, our creative and research teams put together this in-depth study of the strategies and tactics that membership organizations from the US and from around the world use to recruit new members, engage and renew those members, and reinstate lapsed members.

TONY ROSSELL Senior Vice President Tony Rossell is Senior Vice

ADINA W. WASSERMAN, PhD Director of Research Adina W. Wasserman, PhD, is Director of Research at Marketing General Incorporated. Dr. Wasserman is renowned for pioneering the concept of Indispensability Measurement for associations. In addition, she has created engagement measurements including the Customer Relationship Index and the Communications Effectiveness Index. She earned her undergraduate degree at the University of Michigan, Ann Arbor, and completed her Master’s and PhD in social psychology at

MATT KERR, MA Market Research Manager Matt Kerr is a Market Research Analyst at Marketing General Incorporated. He has more than 10 years’ experience in market research and analysis. Before joining MGI, he worked in the consumer and non-profit market research sector, leading numerous research projects for Fortune 500 companies and globally-recognized non-profit organizations. He earned his undergraduate degree at Kenyon College and his Master’s degree at the University of Arkansas.

President of Marketing General Incorporated in Alexandria, VA. A frequent writer and speaker on membership marketing topics, he is a contributing author to two books, Membership Marketing (ASAE 2000) and Membership Essentials (ASAE 2016). He also writes the “Membership Marketing Blog” and has over 30 years of experience in helping organizations grow their membership. Tony can be reached at 703.706.0360 or at Tony@ MarketingGeneral.com.

Matt can be reached at 703.706.0364 or MKerr@ MarketingGeneral.com.

Florida State University. Adina can be reached at 703.706.0373 or at AWasserman@ MarketingGeneral.com.

FOR MORE INFORMATION: 703.739.1000 | 800.644.6646 WWW. MARKETINGGENERAL .COM

YEARS

I N C O R P O R A T E D

© 2019 Marketing General Incorporated

A SPECIAL THANKS to Nicole Tomes Clark, Diane Platt, and Regina Shea for their help in the production of this report.

INTRODUCTION

SURVEY OBJECTIVE For the eleventh consecutive year, MGI has conducted its annual Membership Marketing Benchmarking Survey. As in past years, the report highlights the strategies and tactics that membership organizations find most useful in recruitment, engagement, renewal, and reinstatement of members. Each year, we review the questions from the previous survey to ensure that the content we provide is relevant and on trend. We evaluate the usefulness and success of questions and determine which will be removed, what questions will be added, and which will be retained for further analysis. This year, we added new questions focusing on topics such as innovation and new membership models. METHODOLOGY The 2019 Membership Marketing Benchmarking Survey was conducted online. It was launched on January 7, 2019, and remained open until February 18, 2019. Email invitations were sent to 18,218 association professionals. A total of 759 individuals fully completed and 176 partially completed the survey, totaling 935 participants. The response rate is approximately 5%. From these 935 responses, we drew the 824 unique associations that have formed the basis for this report. REPORT LAYOUT The >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80

Made with FlippingBook Ebook Creator