What to Do When Membership Is Declining
See how you compare to other membership organizations
As an association leader, it’s only natural to want to measure up to another association. I find this to especially be the case with membership departments, which always want to either tout or conceal their membership growth, renewal and churn rates.
And while there’s no magic number indicating whether your member strategy is working, it is good to occasionally look around and see how you compare to other membership organizations.
The good news for all associations, according to Marketing General Incorporated’s 2018 Membership Marketing Benchmarking Report, is that membership growth continues to trend upward. In fact, 48 percent of the 821 membership-based organizations surveyed reported an increase in membership—a 2 percentage point increase over last year’s MGI report.
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