For associations, membership is up, as is virtual engagement, but many are struggling to effectively communicate value to their members, according to the 2022 Membership Marketing Benchmarking Report released July 7 by Marketing General Incorporated.
MGI Senior Vice President Tony Rossell calls the report’s findings on membership promising.
"Last year was really discouraging; everyone got hammered by the pandemic, and only about 26 percent of associations said their membership increased,” Rossell said. “This report is encouraging because we saw a real turnaround: about 38 percent of associations said their membership went up.”
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