Insights on Membership Trends and Retention Strategies
Explore statistics and insights on membership trends, including percentage drops over time, membership totals by member type, reasons for member losses, and the membership lifecycle. Understand the challenges faced by organizations in retaining members and learn strategies for member retention and acquisition.
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Presentation Transcript
What You Need to Know About Membership Quarterly State Presidents Forum August 12, 2021
Some Stats Total Membership (month of December) 20,000 19,150 19,000 18,000 17,000 16,744 16,441 16,906 16,000 15,000 14,000 13,960 14,053 13,000 12,000 11,000 10,000 2016 2017 2018 2019 2020 2021 (Jun) Percentage drops by time range Percentage drops by time range 2019 - 20 First half of 2021 2016 - 20 - 14.5% -2,388 mbrs - 0.7% -93 mbrs - 26.6%
Some Stats Membership Totals by Member Type (December) Membership Totals by Member Type (December) 12,000 11,174 10,000 10,027 9,634 9,556 Active 8,363 8,330 8,000 Student Retired 6,000 Associate Life 4,330 4,000 3,042 3,406 3,315 2,550 2,558 1,656 2,000 1,708 1,678 1,666 1,654 1,649 1,374 1,288 1,259 1,222 1,128 1,100 113 103 103 100 71 67 0 2016 2017 2018 2019 2020 2021 (Jun) Percentage drops 2019 Percentage drops 2019- -20 20 STUDENT MEMBERS TOTAL MEMBERSHIP ACTIVE MEMBERS - 16.2% - 14.5% - 13.2%
2020 INDUSTRY* ACDA* MEMBERSHIP CHANGE MEMBERSHIP CHANGE MEMBERSHIP CHANGE MEMBERSHIP CHANGE 48% of Individual Membership Organizations (IMOs) experienced a decrease in 2020. (29% had an increase.) ACDA membership decreased. Membership decreased by 14.5% Of those IMOs with decreases, 33% decreased 11% to 50%. 34% decreased 1% to 5%. 30% decreased 6% to 10%. *Marketing General Inc. (2021, July). Membership Marketing Benchmarking Report (13th ed.). Alexandria, VA. *Cf. ACDA to other individual membership organizations.
Why did we lose members? 1 1 Forgot Forgot (or distracted) 1 1 2 2 NEW NEW - - Panic Lapsers (job/economic fears) 3 3 Schedules Institutions Stopped Paying Professional Dues Institutions Stopped Paying Professional Dues 4 4 Resources Dissatisfaction Dissatisfaction
Membership Lifecycle MEMBER RETENTION MEMBER RETENTION MEMBER ACQUISITION MEMBER ACQUISITION AWARENESS AWARENESS RECRUITMENT RECRUITMENT ENGAGEMENT ENGAGEMENT RENEWAL RENEWAL REINSTATEMENT REINSTATEMENT When prospects first discover you. Recognition among the people you serve. When prospects choose to try you. The message and the offer are important. When members feel they belong to you. Members need to have experiences all year round at national and state levels. When lapsing members decide whether to keep you. The act of deciding to renew or not is a vote of confidence or no confidence. When former members agree to return to you. The most likely member to return to ACDA is the one who most recently left. Descriptions from: Marketing General Inc. (marketinggeneral.com/solutions/the-membership-lifecycle)
Retention & Engagement When a new member joins ACDA, they become the member most likely not to renew renew. 1 1 most likely not to Schedules Former/lapsed members, especially the just lapsed member, is the person most likely to reinstate reinstate their membership. 2 2 most likely to Resources
Retention Leadership Leadership Opportunities Opportunities Events Events Advocacy Advocacy Ideas Ideas Opportunities Opportunities for Students for Students Onboarding Onboarding or Renewal or Renewal Professional Professional Development Development Schedules Publications Publications Read & Write Read & Write Career Career Center Center Renewal Renewal Reminders Reminders Inspiration Inspiration Repertoire Repertoire Tools Tools Mentoring Mentoring Resources
Membership Dashboard Schedules Trina Trina Kopacka Kopacka Membership & Membership & Commuications Commuications Coordinator Coordinator tkopacka@acda.org tkopacka@acda.org Resources (405) 232 (405) 232- -8161 ext. 110 ext. 110 8161
Sing Up Membership Drive Sept. 15 Sept. 15 Nov. 15 Nov. 15 10 complimentary Active 10 complimentary Active memberships memberships Refer a Colleague Refer a Colleague New Student rate of $15 for ALL New Student rate of $15 for ALL Recognition & rewards Recognition & rewards Schedules More: https://acda.org/singup More: https://acda.org/singup Resources
Tips from Your Peers Use the Tools & Communicate Use the Tools & Communicate All complimentary memberships provided from ACDA were distributed. Board members were very helpful with providing suggestions for recipients who I could then contact individually. Libby Hainrihar, Ohio Choral Directors Association membership chair Especially in the middle of COVID, giving a free membership to someone having a tough year felt great. Caleb Pillsbury, former Vermont ACDA president Schedules We really used the dashboard and the lists of lapsed members. We reached out to them a few times. Rebecca Raber, former North Dakota ACDA membership chair I think we had some really good success with our SingUp because we were very present on social media. We were able to get almost every board member to submit a quote about the difference ACDA has made in their life and we posted with a picture of that board member, their position on the board, and the quote. We shared it on our FB group and page as well as Instagram. We also had many of our board members sharing on their personal pages for more outreach. - Susan Kelly, former Tennessee ACDA president Resources
Tips from Your Peers Personal Touch Personal Touch I think the personal touch works the best. We are a small state, so having members reach out to friends or contact people personally really helps. Kim Murphy, Maine ACDA membership chair I sent pretty personalized focused emails to lapsed members, those whose memberships were about to expire, and current members throughout the drive in order to keep them engaged. Stefanie Weigand, former Vermont ACDA membership chair (and president) Schedules [I created] a highlight page of the perks of membership. Benefits of both ACDA and OCDA were highlighted. This list was included in my individual renewal reminders and thank you emails. Libby Hainrihar, Ohio Choral Directors Association membership chair Resources
Tips from Your Peers Membership: It s Everyone s Job Membership: It s Everyone s Job As President I constantly reminded our board members that membership was everybody s job as leaders in the organization. It helped to have all our board members thinking about colleagues, new directors in their areas, friends, etc. Brandon Moss, former Ohio Choral Directors Association president Collegiate directors and student chapters are contacted prior to conference reminding directors of student opportunities. We ask that these directors help cultivate student interest in conference and continued membership. Ginger Wyrick, former North Carolina ACDA membership chair Schedules I emailed DCAs at Ohio universities and asked them to promote the student membership rates and benefits of membership with their students. Libby Hainrihair, Ohio Choral Directors Association membership chair Our presidents always request that members reach out personally to new teachers/people who are not members and encourage them to join. That personal invitation/encouragement is probably the biggest reason we get new members. Ellen McKenzie, former Montana ACDA president The most important thing we do is involve a number of people. We really take advantage of outreach with our board and current members. But there needs to be one point person who takes responsibility for being enthusiastic and persistent in making contact with those recommended. Susan Kelly, former Tennessee ACDA president Resources
Tips from Your Peers Other Suggestions Other Suggestions I think if there is anything I would add, it would be to stay relevant to your members. Nicol s Dosman, former Maine ACDA president Sharing updates from ACDA East, national, and our neighbor states helps to show just how much we have going on as an organization; i.e., why wouldn t you want to join us?! . . . I guess the key is really communication and engagement but in a way that is personalized, useful, and not overwhelming. We are a community, first and foremost. Stefanie Weigand, former Vermont ACDA membership chair (and president) Schedules We made a concerted effort to figure out who the new teachers were in all areas of the state. We held planning meetings prior to the beginning of the school year to allow teachers to share how they were able to address music. Cheryl McIntyre, former North Dakota president Resources
Thank You Sundra Flansburg Director of Membership & Communications sflansburg@acda.org (405) 724-7894 Trina Kopacka Membership & Communications Coordinator tkopacka@acda.org Direct: (405) 724-7901
