Nothing about 2020 has been intuitive, so it’s reassuring that a new report, Marketing General Incorporated’s 12th annual Membership Marketing Benchmarking Report, has some good news and proactive advice for associations to use right now.
The report was conducted just before COVID-19 (novel coronavirus) hit, but many associations already had a sense of trepidation about 2020 and were predicting the chance of a recession in the coming months, reflected in stable but only moderate growth in membership numbers.
Even so, the report shows that association membership has stayed positive over the past year, continuing a decades-long trend. A total of 42 percent of associations reported increased numbers (compared to 45 percent in the previous year), whereas 27 percent said their membership had declined.
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