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The 2010 Membership Marketing Benchmarking Report

The 2010 Membership Marketing Benchmarking Report

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The 2010 Membership Marketing Benchmarking Report

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  1. The 2010 Membership Marketing Benchmarking Report Teresa Sullivan Senior Account Director Marketing General, Inc. November 19, 2010 SHRM Leadership Conference

  2. The Research Framework • The Membership Lifecycle • Awareness • Recruitment • Engagement • Renewal • Reinstatement

  3. Research Goals • Gain an understanding of the membership marketing practices of associations • Define what practices they believe are most effective • Understand through cross tabulation with renewal and growth rates what practices correlate with better outcomes

  4. AwarenessThey can’t join if they don’t know about you • Value Proposition • What you offer • What you stand for • Channels • Letter/Email • Visit • Events • Social Media • Word-of-mouth

  5. What Strategy Leads to Membership Growth?

  6. Membership Structure and Reported Organization Outcomes

  7. Comparison of 2010 to 2009 Reported Reason for Non-Renewal

  8. Renewal Options – What Works?

  9. What Social Media is Officially Used by Your Association?

  10. 3 Steps to Engage Volunteers in Membership Marketing • Motivate them with “why” membership is important • Help them understand the organization’s story • Help them get in touch with their own story of how membership has influenced their life and success • Tell them “how” they can be involved • Focus on the strengths of your volunteers • Help them establish a plan of “what” to do • Create a written plan of action • Set specific goals

  11. Free Download Download a free copy of the full report at: www.MarketingGeneral.com