Top 5 Mechanisms for Capturing New Membership
This economic environment creates new pressures for association leaders to get the greatest return possible for membership marketing efforts. Here are the top five marketing channels for getting the most new members according to Marketing General’s 2020 Membership Marketing Benchmarking Report:
- Word of Mouth
Two-thirds of associations (66%) surveyed identified referrals and member-get-member initiatives as the most powerful member-getter. Asking for referrals, incentivizing referrals, and member-get-member programs are smart investments. This is especially true for associations with 1,000 members or fewer.
2. Email
Just over half of associations (53%) reported that email provides an excellent return for their recruitment dollars. This number is down nearly 10% from last year — probably because competition for attention in jammed inboxes is fierce.
3. Association-Sponsored Events
Just under half of associations (47%) reported that events are key to their recruitment efforts — and even more so if we just look at trade associations. Associations that have offered free virtual content in the past five months are wise to leverage the contact data that was acquired and convert those prospects to members.
4. Association Social Media
Social media offers associations the opportunity to show prospective members the very best of what they have to offer. Twenty percent (20%) of associations identified this medium as one that really delivered when it comes to new members.
5. Direct Mail
Direct mail is still a core strategy for many associations, as nearly one in five (18%) identified it as an effective recruiting medium. Savvy membership marketers utilize direct mail as one element of their marketing series.
Bonus
Personal sales calls were a close tie for number five (16%) when all responses were averaged but they were particularly effective for trade associations (39%). Because they are so effective, association leaders should be creative in identifying ways to utilize this medium instead of assuming that it’s too costly.
It’s often said that hope is not a strategy and this is particularly true when it comes to membership. Effective membership marketing campaigns incorporate a variety of mechanisms, used in concert, sustained over-time to recruit and retain members. This list is just the tip of the iceberg.
What does your post-COVID membership plan look like?
The 12th Edition of Marketing General’s Membership Marketing Benchmarking Report is hot off the presses and is full of useful intelligence.
