According to the recent Membership Marketing Benchmark Report by Marketing General, 57% of the organizations surveyed experienced membership growth in the last 12 months compared to only 42% in the previous year. Despite the good news, most membership organizations continue to face the following 9 common challenges in increasing their membership:
- Insufficient staff
- Lack of planning
- Inadequate database
- Lack of research
- Lack of marketing strategy
- Insufficient budgets
- Weakness in products or services
- Lack of marketing expertise
- Market saturation
Based on this survey, the biggest obstacles to membership growth appear to be insufficient budgets, weakness in products or services or poor marketing expertise. Organizations reporting these had a decrease in membership over the last 5 years. Organizations reporting a lack of planning or strategy had, on average, no change in membership. Interestingly, those organizations reporting insufficient staff, market saturation, an inadequate database and a lack of research nevertheless showed increases in membership.
| Increased Membership |
No Change in Membership Growth |
Decrease in Membership |
| Insufficient staff |
Lack of planning |
Insufficient Budget |
| Market saturation |
Lack of strategy |
Weakness in products and services |
| Inadequate database |
|
Poor marketing expertise |
| Lack of research |
|
|
Here is some of these challenges and what professional associations can do to over come them.
Insufficient Staff
In the survey, 16 percent of the respondents cited insufficient staff as the biggest challenge to membership growth, the highest percentage of any of the challenges. Yet this is probably the easiest challenge to overcome because every membership organization has a built-in opportunity by involving its members in selling the organization. Members should be engaged in meaningful ways, so they clearly see the value of the organization and are willing to share it with others. Programs that reward members for bringing in new members can be effective. A “Member Get a Member” program, with recognition for success has worked well for many organizations.
Insufficient Budget
Every one of the challenges to membership growth is, to some extent, caused by a lack of money. While only 12 percent of the respondents reported insufficient budgets as a challenge for membership growth, very few organizations will admit to having sufficient funds to accomplish all their purposes. The best organizations find ways to work around money shortages by setting priorities and finding more efficient ways to do things. The use of committed members willing to provide pro bono services can be very effective; some expert members might also be willing to trade their services in exchange for sponsorship opportunities.
Weak Product or Service
This was the second most cited challenge to membership growth, with 13 percent citing it. The organization has to show it provides a real return on investment to its members. For example, many members join an organization because it provides good networking opportunities. If the programs are weak, ways should be found to enhance the networking experience. One organization held a weekend retreat with key staff and members with a professional facilitator to re-examine their mission. Weaker programs were pinpointed and either eliminated or strengthened.
In a weak but evolving economic environment, membership growth is dependent on staying ahead of the curve. Use of social media like Facebook and Twitter have little cost, but can provide major benefit. This article provided three of the challenges membership organizations face in growing their membership, and some suggestions to over come them.
Learn about Membership Solutions.