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Key Findings from the Membership Marketing Benchmarking Report

1 min read

2 May 2018

Association Retention

Based on The 2017 Membership Marketing Benchmarking Report by Marketing General Incorporated surveying 1,005 unique associations:

  • 37% of non-renewing members blamed a lack of engagement with the organization, making that the top reason for cancellations
  • The median percentage for associations reporting an increase in membership for the past year is 5%
  •  55% of associations have apps, however 84% are only short-term meeting/conference apps
  • 44% of associations do not offer their members an online community

Association Engagement

Based on The 2017 American Engagement Index Report published by MCI and FairControl surveying over 3,800 members and customers of 10 participating U.S. associations:

  • 19% of those who responded were passive - members only in name
  • 22% were “open” - members with a limited interest in the association
  • Only 24% were active - members who purchased and used a single product or service
  • Only 22% were loyal - members who continuously interacted with the association and regularly purchased products and services
  • Only 14% were “multipliers” - members who promoted the association to others, bringing in new members

Mobile Payments & Donations

From the 1,000 donors surveyed in The Donor Experience Study by Community Brands, 71% donated on a mobile device during the past year.

In the U.S., mobile wallets are expected to surpass the use of both credit and debit cards by 2020. (Source: WorldPay)

39% of U.S. consumers say they would use mobile payments more frequently if more apps accommodated it. (Source: NFC World)

Topics: Mobile Insights

Written by Katie Argueta