1 / 11

The 2010 Membership Marketing Benchmarking Report

The 2010 Membership Marketing Benchmarking Report. Teresa Sullivan Senior Account Director Marketing General, Inc. November 19, 2010 SHRM Leadership Conference. The Research Framework . The Membership Lifecycle Awareness Recruitment Engagement Renewal Reinstatement. Research Goals.

teneil
Download Presentation

The 2010 Membership Marketing Benchmarking Report

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related