It’s easy to rationalize that members leave due to economic or other factors outside of an association’s control. But, member retention is really about stimulating “connectedness” based upon a differentiating and compelling experience that meets member’s specific needs.
Today more associations are increasing their total membership counts than not, and even more are successfully recruiting new members. These findings come from the soon-to-be-released 2014 edition of Membership Marketing Benchmarking Report, an in-depth survey of leading business indicators among associations, conducted annually by Marketing General Inc.
TRENDS will present its annual Membership Special Focus, sponsored by Marketing General Inc., in May. Here is a preview from the report by the author, MGI VP Eric Schoner. What are the three top reasons executives believe are keeping their associations from growing? And where is membership engagement growing?