Your Membership Marketing Playbook for Turbulent Times
Don't let the dreaded "R" word scare you
Most economists agree based on recent reports on GDP and unemployment that we are entering a recession. And many association executives are wondering how this downturn will impact their membership numbers and what to project for the future.
Amidst the current challenges, there is data to provide some hope and insights. For over a decade the Membership Marketing Benchmarking Report has captured association membership best practices and statistics. One of the major disruptions impacting association membership was the Great Recession in 2009. Looking back at the benchmarking survey data can serve as a guide on how associations responded to this recession. The data suggest that there are some near term challenges for some groups in the current environment but for most associations they can look forward to a strong membership rebound in the future.
Past Recessionary Membership Results
The findings from the 2010 benchmarking report published showing results for this recessionary time found that the percentage of associations seeing increases in membership counts dropped to a low of 36 percent. While an all-time high of 48 percent of associations reported an actual decline in their membership counts. Membership renewals were also a challenge. A total of 44 percent of respondents said that their renewal rate declined for the year. Using these past results as a guide it is likely that in 2020 many associations will see a dip in their renewal rates and total membership.
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