So many things are out of our control right now, and recent research on association membership is not painting a pretty picture. Forty-seven percent of associations reported a decline in membership and 45 percent saw their renewal rate drop in 2021, according to Marketing General Incorporated’s latest Membership Marketing Benchmarking Report. One way to create order and regain some footing is a marketing campaign aimed at tangible goals, like increasing member recruitment and retention.
But before launching a campaign it’s a good idea to figure out what kind of campaign is necessary, said Brianna Martin, senior marketing and events manager at Mighty Citizen. Associations often want to focus on a specific campaign, but it doesn’t always line up with what is actually needed, which is why she recommends conducting a needs assessment.
“I definitely think it is something everyone should do,” she said.
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