Thursday, August 20, 2009

Membership Marketing Benchmarking Final Report now available

Tony Rossell has released his Membership Marketing Benchmarking Final Report (you need to register on the site to get a copy). This is a US report so the findings need to be considered within the context of the US market.

There are a number of interesting findings and the entire report is worth a read. Those I found more interesting were:
  • Direct mail was by far the most popular method of recruiting new members at 46% - with those who market predominately via direct mail more likely to have renewal rates of over 80%.
  • The first year dues discount is the more effective recruitment incentive.
  • Highly personal new member integration programs has a direct impact on retention.
They have a range of other research reports available on the website as well.

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