1. 2015 Membership Marketing Benchmarking Report
Individual Member Organizations
Special Report
Erik Schonher
Vice President

2. Introduction
1
The data in this report are taken from the 2015 MGI Membership Marketing Benchmarking Report. Over
914 associations participated in this year’s study, providing the strategies and tactics they use to recruit
members, engage new members, renew existing members, and reinstate former members.
This special report provides a breakdown of membership marketing trends from over 400 Individual
Member Organizations (IMO).
Our hope is that the information contained in this report will enable the readers to compare the
performance of their membership marketing strategies and tactics with other Individual Member
Organizations.
We appreciate the opportunity to provide this special report to you, and we encourage you to consider
reviewing the other drill down reports available.
- Erik Schonher
MGI Research Team
(703) 706-0358

3. Table of Contents
2
Section/Question Page
ASSOCIATION STATISTICS 3
How has your membership changed in the past ONE YEAR period? 4
What was the percentage change in your entire membership over the past ONE YEAR period? 5
Over the past FIVE YEARS, how has the total percentage of your membership changed? 6
What do you estimate has been the total percentage change in your membership over the past FIVE YEARS? 7
AWARENESS AND RECRUITMENT (ACQUISITION) 8
In the past ONE YEAR, how has your NEW member acquisition changed? 9
What was the percentage change in your NEW member acquisition? 10
What do you believe is the ONE TOP reason members JOIN your organization? 11
What recruitment marketing channels get your organization the most new members? 12
ENGAGEMENT, RENEWAL, REINSTATEMENT (RETENTION) 13
In the past ONE YEAR, how has your member renewal rate changed? 14
What was the percentage change in your member RENEWAL rate over the past year? 15
What is your overall membership renewal rate? 16
CHALLENGES AND GOALS 18
What do you believe are the top reasons members DO NOT renew their membership in your organization? 19
What are your organization’s TOP THREE biggest challenges to growing membership? 20
What are your association’s top membership goals? 21

4. 3
ASSOCIATION STATISTICS

5. Change in Membership Over Past One Year—
Compressed
4
47%
25%
26%
2%
Increased
Remained the same
Decreased
Not sure
n = 403
How has your membership changed in the past ONE YEAR period?
Over 40% of association executives report their entire membership increased
over the past year.
MEMBERSHIP CHANGE IN PAST YEAR
Less than
1,000
(n=216)
1,000 to
less than
5,000
(n=89)
5,000 to
less than
20,000
(n=64)
20,000 or
more
(n=31)*
Increased 48% 45% 42% 55%
Decrease
d
26% 25% 30% 29%
Remained
the same
25% 29% 27% 16%
Not sure 2% 1% 2% --
Red = top percentage per column
*Small samples can inflate percentages.
Change in Membership Over Past One Year
by Size

6. Of those respondents who report an increase in their membership, 64%
indicate their membership increased 1% to 5% over the past year.
5
What was the percentage change in your entire membership over the past ONE YEAR period?
PERCENTAGE INCREASED IN MEMBERSHIP OVER PAST
YEAR
Individual
(n = 184)
Mean % Increased* 7%
Median % Increased 5%
Increased 1% to 5% 64%
Increased 6% to 10% 22%
Increased 11% to 25% 10%
Increased 26% to 50% 3%
Increased more than 50% 1%
*Means are influenced by high and low numbers in the data set.
PERCENTAGE DECREASED IN MEMBERSHIP OVER PAST
YEAR
Individual
(n = 99)
Mean % Decreased* 5%
Median % Decreased 4%
Decreased 1% to 5% 69%
Decreased 6% to 10% 22%
Decreased 11% to 25% 9%
Decreased 26% to 50% --
Decreased more than 50% --
*Means are influenced by high and low numbers in the data set.

7. Change in Membership Over Past Five Years
by Size
Change in Membership Over Past Five Years—
Compressed
6
50%
16%
31%
4%
Increased
Remained the same
Decreased
Not sure
n = 395
Over the past FIVE YEARS, how has the total percentage of your membership changed?
Half of participants report that their membership has increased over the past
five years.
CHANGE IN MEMBERSHIP OVER PAST FIVE YEARS
Less than
1,000
(n=210)
1,000 to
less than
5,000
(n=88)
5,000 to
less than
20,000
(n=63)
20,000 or
more
(n=31)*
Increased 50% 48% 52% 55%
Decrease
d
29% 33% 30% 36%
Remained
the same
18% 16% 16% 3%
Not sure 4% 3% 2% 7%
Red = top percentage per column
*Small samples can inflate percentages.

8. Of those who indicate membership growth over the past five years, 50% report
their membership increased 11% to 25%.
7
What do you estimate has been the total percentage change in your membership over the past FIVE YEARS?
PERCENTAGE INCREASED IN MEMBERSHIP OVER PAST
FIVE YEARS
Individual
(n = 186)
Mean % Increased* 24%
Median % Increased 15%
Increased 1% to 5% 23%
Increased 6% to 10% 19%
Increased 11% to 25% 50%
Increased 26% to 50% 13%
Increased more than 50% 10%
*Means are influenced by high and low numbers in the data set.
PERCENTAGE DECREASED IN MEMBERSHIP OVER PAST
FIVE YEARS
Individual
(n = 111)
Mean % Decreased* 12%
Median % Decreased 10%
Decreased 1% to 5% 24%
Decreased 6% to 10% 32%
Decreased 11% to 25% 37%
Decreased 26% to 50% 7%
Decreased more than 50% --
*Means are influenced by high and low numbers in the data set.

9. 8
AWARENESS AND RECRUITMENT
(ACQUISITION)

10. Change in New Member Acquisition Over Past Year
by Size
Change in New Member Acquisition Over Past
Year—
Compressed
9
44%
34%
14%
7%
Increased
Remained the same
Decreased
Not sure
n = 387
In the past ONE YEAR, how has your NEW member acquisition changed?
Regardless of size, executives from individual member organizations are all
likely to report that their new member acquisition increased over the past year.
CHANGE IN NEW MEMBER ACQUISITION
Less than
1,000
(n=205)
1,000 to
less than
5,000
(n=86)
5,000 to
less than
20,000
(n=63)
20,000 or
more
(n=30)*
Increased 45% 50% 35% 50%
Decrease
d
14% 7% 29% 13%
Remained
the same
34% 38% 32% 27%
Not sure 7% 5% 5% 10%
Red = top percentage per column
*Small samples can inflate percentages.

11. Of respondents reporting an increase or a decrease in new member acquisition
over the past year, half of either report a change between 1% and 5%.
10
What was the percentage change in your NEW member acquisition?
PERCENTAGE INCREASED IN NEW MEMBER ACQUISITION
OVER PAST YEAR
Individual
(n = 159)
Mean % Increased* 11%
Median % Increased 6%
Increased 1% to 5% 49%
Increased 6% to 10% 20%
Increased 11% to 25% 22%
Increased 26% to 50% 6%
Increased more than 50% 3%
*Means are influenced by high and low numbers in the data set.
PERCENTAGE DECREASED IN NEW MEMBER ACQUISITION
OVER PAST YEAR
Individual
(n = 52)
Mean % Decreased* 9%
Median % Decreased 5%
Decreased 1% to 5% 52%
Decreased 6% to 10% 17%
Decreased 11% to 25% 25%
Decreased 26% to 50% 6%
Decreased more than 50% --
*Means are influenced by high and low numbers in the data set.

12. Associations with less than 5,000 members indicate networking with others in the field
and continuing education are the top two reasons members join their organizations.
11
What do you believe is the ONE TOP reason members JOIN your organization?
TOP REASON FOR JOINING ORGANIZATION
Less than
1,000
(n=192)
1,000 to
less than
5,000
(n=77)
5,000 to
less than
20,000
(n=60)
20,000 or
more
(n=28)*
Networking with others in the field 15% 26% 20% 11%
Continuing education 15% 18% 12% 18%
Access to specialized and/or current
information
10% 9% 20% 7%
Advocacy 10% 7% 3% 14%
Prestige of belonging to the
association
8% 7% 2% 7%
Conferences/trade shows 5% 7% 2% --
Association publications 5% 3% 5% 4%
Learning best practices in their
profession
4% 3% 5% 4%
Discounts on product or meeting
purchases
4% 5% 12% 7%
Accreditation or certification 4% 7% 8 4%
Advancing their position 4% 3% -- 11%
Required to gain or maintain
professional certification
2% 1% 2% --
Members-only education 1% 1% -- --
Insurance (affinity programs) 1% 3% -- --
Access to industry thought leaders 1% -- -- --
Access to industry benchmark
studies
1% -- -- --
Job board 1% -- -- --
Not sure 3% -- 2% 4%
Other 9% 3% 8% 11%
• 20% of associations with
5,000 to less than
20,000 members report
networking and access
to specialized and/or
current information are
the top two reasons
members join their
organization.
• Associations with
20,000 or more
members say continuing
education and advocacy
are the two main
reasons members join.
Red = top two percentages per column
*Small samples can inflate percentages.

13. Across all membership size segments, word-of-mouth recommendations and
email are two of the most effective recruitment marketing channels.
12
What recruitment marketing channels get your organization the most new members? You may select up to THREE
choices.
RECRUITMENT MARKETING CHANNELS
Less
than
1,000
(n=183)
1,000 to
less than
5,000
(n=70)
5,000 to
less than
20,000
(n=58)
20,000 or
more
(n=27)*
Word-of-mouth recommendations 48% 52% 54% 29%
Email 40% 29% 26% 43%
Association website 27% 14% 21% 29%
Direct mail 25% 24% 30% 57%
Chapters 17% 6% 23% 18%
Cross-sell to non-members who buy your products or attend your
conferences
13% 22% 25% 21%
Promotion to/at your own conferences/trade shows 13% 8% 10% 11%
Local events/meetings 12% 17% 16% 4%
Association-sponsored social networking websites (e.g., Facebook,
LinkedIn)
10% 14% 5% --
Promotional incentives 10% 10% 5% 7%
Association-sponsored events 9% 13% 20% 4%
Exhibiting at other conferences 9% 4% 10% --
Free membership offered with a non-member meeting registration 7% 11% 10% --
Content marketing 6% 5% 3% 11%
Search engines (organic) 5% 4% 2% --
Personal sales calls 4% 5% 7% --
Accreditation promotion 3% 6% 5% 4%
Advertising in your own publications 2% 1% -- 4%
Public relations 2% 3% -- 4%
Telemarketing 1% -- -- 11%
Advertising in outside publications 1% 1% -- --
Search engine ads (paid or pay-per-click) 1% -- 2% --
Paid banners on other websites 1% -- -- --
Radio or TV -- -- 3% --
Other 11% 10% 10% 11%
• More than
20% of
respondents
believe direct
mail attracts
the most new
members.
Red = top three percentages per column
*Small samples can inflate percentages.

14. 13
ENGAGEMENT, RENEWAL, REINSTATEMENT
(RETENTION)

15. Change in Renewal Rate Over Past Year
by Size
Change in Renewal Rate Over Past Year—
Compressed
14
21%
45%
24%
10%
Increased
Remained the same
Decreased
Not sure
n = 384
In the past ONE YEAR, how has your member RENEWAL rate changed?
The majority of respondents indicate their member renewal rate remained the
same over the past one year.
CHANGE IN MEMBER RENEWAL RATE OVER PAST YEAR
Less than
1,000
(n=203)
1,000 to
less than
5,000
(n=85)
5,000 to
less than
20,000
(n=63)
20,000 or
more
(n=30)*
Increased 19% 19% 29% 30%
Decreased 29% 20% 22% 13%
Remained
the same
42% 54% 38% 47%
Not sure 10% 7% 11% 10%
Red = top percentage per column
*Small samples can inflate percentages.
• Associations with more than 5,000 members are more likely than smaller
organizations to report increases in the member renewal rate in the past year.

16. Of respondents reporting an increase or a decrease in their member renewal rate over the
past year, approximately three-quarters of either report a change between 1% and 5%.
15
What was the percentage change in your member RENEWAL rate over the past year?
PERCENTAGE INCREASED IN MEMBER RENEWAL RATE
OVER PAST YEAR
Individual
(n = 77)
Mean % Increased* 7%
Median % Increased 3%
Increased 1% to 5% 73%
Increased 6% to 10% 18%
Increased 11% to 25% 5%
Increased 26% to 50% 1%
Increased more than 50% 3%
*Means are influenced by high or low numbers in the data set.
PERCENTAGE DECREASED IN MEMBER RENEWAL RATE
OVER PAST YEAR
Individual
(n = 84)
Mean % Decreased* 5%
Median % Decreased 4%
Decreased 1% to 5% 74%
Decreased 6% to 10% 13%
Decreased 11% to 25% 12%
Decreased 26% to 50% 1%
Decreased more than 50% --
*Means are influences by high or low numbers in the data set.

17. 16
OVERALL MEMBERSHIP RENEWAL
RATE
(n = 325)
Mean 79%
Median 82%
4%
2%
13%
19%
37%
25%
Under 50%
50 - 59%
60 - 69%
70% - 79%
80 - 89%
90% or higher
n = 324
Overall Membership Renewal Rate
What is your overall membership renewal rate (%)?
62% of associations have membership renewal rates of 80% or higher.

18. Associations with less than 1,000 members have the highest renewal rates
(80%).
17
OVERALL MEMBERSHIP RENEWAL RATE
Less than
1,000
(n=216)
1,000 to less
than 5,000
(n=67)
5,000 to less
than 20,000
(n=54)
20,000 or more
(n=27)*
Mean 80% 78% 79% 77%
Median 82% 80% 85% 83%
What is your overall membership renewal rate (%)?
*Small samples can inflate percentages.

19. 18
CHALLENGES AND GOALS

20. Across all segments, respondents indicate that members allow their membership to lapse
because employers won’t pay/stopped paying dues or members left the field, industry, or
profession.
19
What do you believe are the top reasons members DO NOT renew their membership in your organization? You may
select up to THREE choices.
TOP REASONS FOR NOT RENEWING MEMBERSHIP
Less than
1,000
(n=182)
1,000 to
less than
5,000
(n=73)
5,000 to
less than
20,000
(n=57)
20,000 or
more
(n=26*)
Lack of engagement with the organization 35% 26% 23% 35%
Employer won’t pay or stopped paying dues 34% 43% 33% 35%
Left the field, industry, or profession 31% 38% 40% 42%
Could not justify membership costs with any
significant ROI
28% 18% 19% 35%
Too expensive 23% 16% 23% 19%
Forgot to renew 20% 23% 24% 19%
Budget cuts/economic hardship of company 19% 14% 21% 15%
Lack of value 17% 18% 16% 39%
Retirement 15% 29% 25% 8%
Moved 9% 8% 2% 4%
Lack of relevance 8% 4% 5% 8%
Student memberships do not convert to full
memberships
8% 7% 7% 4%
Can get materials from other members/other sources 7% 8% 9% 8%
Lost job 7% 8% 7% 4%
Disappointment with the benefits/services 4% 4% 4% 4%
Company closed or merged 2% 3% 4% --
Disagree with advocacy position of the association 2% 1% 4% --
Switch to competitor 1% 1% 9% --
Poor customer service 1% -- -- --
Not sure 2% -- -- --
Other 8% 7% 12% 8%
• Over one-third of
associations with less
than 1,000 members
and associations with
20,000 or more
members report lack
of engagement as one
of the top reasons
members do not
renew their
membership.
• More than 20% of
associations with
1,000 to less than
20,000 members cite
retirement as a top
reason members
allow their
membership to lapse.
Red = top three percentages per column
*Small samples can inflate percentages.

21. Regardless of segment, associations struggle with communicating membership
value.
20
What are your organization's TOP THREE biggest challenges to growing membership?
TOP THREE BIGGEST CHALLENGES FOR GROWING MEMBERSHIP
Less than
1,000
(n=369)
1,000 to
less than
5,000
(n=131)
5,000 to
less than
20,000
(n=91)
20,000 or
more
(n=38*)
Difficulty in communicating value 31% 27% 23% 30%
Difficulty attracting and/or maintaining younger members 31% 9% 21% 30%
Membership too diverse; difficulty meeting needs of different
segments
18% 13% 18% 11%
Declining member/employer budgets 17% 16% 20% 19%
Economy/cost of membership 17% 19% 9% 19%
Competitive association(s) or sources of information 16% 19% 23% 15%
Insufficient staff 15% 27% 11% 4%
Difficulty identifying prospects 13% 10% 18% 11%
Difficulty in converting student memberships to regular
memberships
13% 4% 7% 7%
Perception of the association and/or its culture (i.e., old boy’s
network, not specialized enough)
12% 16% 16% 7%
Lack of a strategy or plan 12% 14% 9% 7%
Insufficient budget 12% 13% 7% 7%
Weak product or service offerings 11% 11% 4% 11%
Industry consolidation/industry shrinkage 10% 9% 9% 4%
Lack of integration between national and chapters 9% 7% 14% 7%
Limited or very specific members 8% 13% 11% 7%
Changing demographics of industry/fewer young people in
industry
8% 19% 13% 11%
Inadequate association management database 7% 7% 9% 15%
Lack of marketing expertise 7% 4% 9% --
Inadequate research to understand market 6% 4% 5% 15%
Market saturation 4% 9% 11% 22%
Misalignment of goals between board and executive staff 3% 6% 2% 4%
Other 6% 9% 9% 11%
Red = top three percentages per column
*Small samples can inflate percentages.

22. More than half of respondents, across all segments, report that increasing
membership acquisition is one of their top three membership goals.
21
What are your association's top membership goals? You may select up to THREE choices.
ASSOCIATIONS’ TOP GOALS
Less than
1,000
(n=180)
1,000 to
less than
5,000
(n=71)
5,000 to
less than
20,000
(n=56)
20,000 or
more
(n=27*)
Increasing membership retention 78% 59% 70% 70%
Increasing member engagement 63% 69% 70% 52%
Increasing membership acquisition 63% 68% 63% 56%
Increase understanding of member needs 30% 32% 29% 33%
Increasing non-dues revenue from members
(attendance at conferences, purchase of
services/education, etc.)
22% 20% 25% 19%
Increasing dues revenue 22% 20% 20% 33%
Increasing member diversity 11% 10% 7% 11%
Other 2% 3% -- --
• Over 60% of associations with less than 20,000 members report
increasing member engagement as one of their top membership
goals.
Red = top three percentages per column
*Small samples can inflate percentages.

23. Thank you.
For more information about this report or to discuss the research and marketing
services provided by Marketing General Incorporated, contact…
Erik Schonher
Vice President
Erik@MarketingGeneral.com
(703) 706-0358
22