2012 MGI Membership Marketing Benchmarking Report Presented by: Rick Whelan

1. 2012 MGI Membership Marketing Benchmarking ReportPresented by: Rick Whelan

2. What are the Trends in Association Membership? • 2012 Membership Marketing Benchmarking Report • Fourth Year Produced by MGI • Over 691 Participating Associations • Up Front Disclaimer • What not Why • Correlation not Causation

3. Research Goals • Gain an understanding of the membership marketing practices of associations • Determine the challenges in membership marketing faced by individual membership and trade associations • Define what practices they believe are most effective • Understand through cross tabulation with new member, renewal and growth numbers what practices correlate with better outcomes

4. Research Methodology • Survey open from January 24, 2012 to March 3, 2012 – 6 Weeks Total • 5,862 requests to participate • 11.7% response rate with 691 participating associations (one response per association) • Margin of error + / - 3.7% with a 95% confidence level

5. Section 1: Association Statistics“Is Association Membership Dead or Dying?”

9. Section 2: Membership LifecycleTM Strategies“What’s working in membership marketing?”

10. Membership Awareness

11. How does your association create brand awareness of your organization? Blue: Upward trend Top three methods for creating brand awareness.

12. Which social media does your organization officially use?

13. Time to Achieve 50 Million Users • Print Hundreds of Years • Radio 38 Years • TV 13 Years • Internet 4 Years • iPod 3 Years • Facebook 24 Months • Twitter 12 Months • Google+ 6 Months* • * Stephan Scherzer, CEO, VDZ - German Magazine Publishers

14. Membership Recruitment

18. Membership Engagement

19. Which of the following communication methods do you use to help onboard or engage new members in the association? (Check all that apply)

20. What proportion of your members do you estimate engage with your organization in the following areas EACH YEAR?

21. Membership Renewals

22. What is your overall membership renewal rate?

23. What is your retention rate for first year members?

24. Which of the following marketing channels do you use for membership renewals?

25. How many membership renewal CONTACTS (such as mailings, emails, phone calls) do you have in your renewal series?

27. When do you start the renewal effort?

29. When do you end renewal efforts (stop renewal contacts to the member)?

31. Do you offer any of the following renewal options?

34. Membership Reinstatement

35. After a membership lapses or expires, how long do you continue to contact the member to invite them to reinstate their membership?

37. Section 3: About the Participating Associations

38. *Acquisition includes money spent on awareness, branding, and recruitment. **Retention includes money spent on engagement/on boarding, renewals, and reinstatement or win-back.

39. What association management software (AMS) do you use?

40. What types of analysis do you use to measure the effectiveness of your membership marketing campaigns?

41. Questions?