This is the seventh consecutive year that Marketing General Incorporated (MGI) has produced this research which explores the membership marketing initiatives and outcomes of 914 participating associations. The purpose of this study continues to be the development of meaningful benchmarks by which the leadership of associations can evaluate their own membership marketing strategies and tactics.
This year's membership outcomes can best be described as "moderate" as opposed to the previous year's stronger membership growth results. Of the participating associations this year, 46% reported membership growth, representing a decrease from the 53% who reported growth in 2014. Of associations that increased their membership, 72% saw increases in new members and 37% saw increases in renewal rates.
Important topics covered in this edition of the report include:
· The five year association membership growth trends.
· The biggest challenges reported in growing membership.
· The average and median renewal rates for associations.
· The top reasons for members joining.
· The top reasons for members not renewing.
· The communication methods used to engage new members.
· The most popular social media used by associations.
· The average number of member email contacts per week and the average open rates.
· The frequency and amount of dues increases.
The 2015 Membership Marketing Benchmarking Report also includes comments from participants on their successes and challenges in membership marketing. And to provide more specificity, this year's report segments association responses by the type of association – Individual, Trade, or Combination. To download a copy, please use this link. I hope that you find it a helpful tool as you manage and grow your organization's membership. 
