“One of the most overlooked benefits of a trade association is the advocacy.” This quote from a Forbes article that is over six years old is still accurate. The benefits that usually receive the most attention are conferences, educational seminars, networking opportunities, and discounts on supplies and services. Although many member benefit lists may include advocacy, the association’s lobbying and...
One of the most popular sections in a college alumni magazine is the update on alumni achievements, faculty accomplishments and classmates’ personal news. Fifty-six percent of Dickinson College alumni place news about classmates and faculty at the top of their list. Furman University alumni demonstrate the effect that reading about others who shared their experience can have with 87% of...
Retention is important for all types of organizations. Retailers want to retain loyal customers, universities want to retain students beyond freshman year, employers want to retain top talent, and associations and nonprofit organizations want to retain existing members. The reason is simple – it costs less to retain a customer, student, employee, or member than to identify, recruit, and onboard...
Member retention is usually one of the top concerns for all association executives, but 2020 has exacerbated the challenge of renewing memberships. In a recent report, Marketing General Incorporated’s 12th annual Membership Marketing Benchmarking Report, identifies the top reasons for member non-renewals and highlights some historical information that gives hope to associations. Although the survey of 972 association executives was...
A few years ago, infographics dominated social media, publication content, marketing tools, and classroom handouts. Although infographics are not the trendy “go-to” that they once were, they are still an effective way to present complex, detailed information that catches the eye and leads the audience to websites, magazines, news centers, or other forums that present full, detailed information. In fact,...