Tuesday, April 20, 2010

A Tough Year for Membership Organizations

Posted by Princess Eva Angelica at 10:25 AM
When you compare the percentage of associations that report growth in overall membership, new member acquisition, and membership renewals from 2009 to 2010, you see a consistent downward trend.

The comparison comes from looking at previously reported responses from the 2009 Membership Marketing Benchmarking Report with new data under analysis for the 2010 Benchmarking Report.
The most significant drop off for membership organizations appears to be in renewals. In 2009, 31 percent of responding associations reported that renewal rates for their organization had decreased in the previous year. In 2010, 44 percent of associations reported a decline in renewal rates.

On the positive side, 62 percent of associations reported that new member input in 2010 has either increased or remained the same from the previous year.

Here are some of the charts highlighting this data.

When I reflect on results that I am seeing across a broad range of membership organization clients, these trends seem to be holding true. Acquisition efforts appear to still be meeting with good success, but holding onto the same level of renewals from previous years has been a real challenge for most associations.


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