Membership Consultants' Pulse of Membership 2012 YE

PulseofMembershipYearEnd2012

1/31

26.90% 46

4.09% 7

7.60% 13

2.92% 5

15.20% 26

12.87% 22

28.07% 48

12.28% 21

Q1Whattypeoforganizationdoesyourmembershipserve?

Answered:171 Skipped:0

0% 20% 40% 60% 80% 100%

ArtMuseum

Association

BotanicalGarden

Conservation/Nature

Organization

HistoryMuseum

ScienceMuseum

ZooorAquarium

Other(pleasespecify)

ArtMuseum

Association

BotanicalGarden

Conservation/NatureOrganization

HistoryMuseum

ScienceMuseum

ZooorAquarium


TotalRespondents:TotalRespondents:171171

AnswerChoices Responses

by Membership Consultants`


2/31

63.16% 108

18.13% 31

18.71% 32

Q2Comparingyeartodatemembershiptotalsattheendof

year2012toyeartodatemembershiptotalsattheendofyear2011,didyourmembership...


0% 20% 40% 60% 80% 100%

Increasefromtheprevious

year

Decreasefromtheprevious

year

Staythesame

Increasefromthepreviousyear

Decreasefromthepreviousyear

Staythesame




3/31

74.85% 128

11.11% 19

14.04% 24

Q3Incomparingmembershiprevenuesyeartodateattheendofyear2012tomembershiprevenuesyeartodateattheendofyear2011,haveyourmembershiprevenues....


0% 20% 40% 60% 80% 100%

Increasedoverprevious

year's...

Decreasedfromprevious

year's...

Revenuesareaboutthe

samein20...

Increasedoverpreviousyear'srevenues

Decreasedfrompreviousyear'srevenues

Revenuesareaboutthesamein2012asin2011




4/31

30.99% 53

17.54% 30

51.46% 88

Q4Comparingyourmembershipexpenditurebudgetfor2012tothepreviousyear'sbudget,hasyour

membershipbudget....Answered:171 Skipped:0

0% 20% 40% 60% 80% 100%

Increasedoverthe

previous...

Decreasedfromthe

previous...

Stayedaboutthesameastheprevio...

Increasedoverthepreviousyear'sbudget

Decreasedfromthepreviousyear'sbudget

Stayedaboutthesameasthepreviousyear'sbudget




5/31

33.92% 58

15.79% 27

41.52% 71

8.77% 15

Q5Isyour2013expenditurebudget....


0% 20% 40% 60% 80% 100%

Increasingoveryour

2012budget

Decreasingfromyour

2012budget

Stayingthesameasyour2012budget

2013budgetisnotyetapproved

Increasingoveryour2012budget

Decreasingfromyour2012budget

Stayingthesameasyour2012budget

2013budgetisnotyetapproved

TotalTotal 171171



6/31

59.06% 101

20.47% 35

20.47% 35

Q6Comparingnewmembersacquiredin2012tonewmembers

acquiredin2011haveyourmembershipacquisitionefforts...


0% 20% 40% 60% 80% 100%

Acquiredmorenewmembersin2012th...

Acquiredfewernew

membersin...

Acquiredaboutthe

samenumbe...

Acquiredmorenewmembersin2012thanin2011

Acquiredfewernewmembersin2012thanin2011

Acquiredaboutthesamenumberofnewmembersin2012and2011

TotalTotal 171171



7/31

85.38% 146

93.57% 160

12.28% 21

78.36% 134

49.71% 85

64.91% 111

23.98% 41

50.29% 86

9.94% 17

Q7MembershipAcquisition.Pleaseselectallofthemeansofacquiringmembersthatyourprogramutilizes.


0% 20% 40% 60% 80% 100%

DirectMail

Onsitemembership

sales

MemberGetAMember

Campaigns

GiftMembership

Program

FacebookorsocialmediaCampaign

OnlineMembershipCampaigns

EmployeeIncentive

Campaigns

MembershipPromotionatEventsor...


DirectMail

Onsitemembershipsales

MemberGetAMemberCampaigns

GiftMembershipProgram

FacebookorsocialmediaCampaign

OnlineMembershipCampaigns

EmployeeIncentiveCampaigns

MembershipPromotionatEventsorConferences





8/31

Q8PleaserateeachsourceofMemberAcquisitionthatyouusedin2012and2011andindicateifyourresultswerebetterthanlastyear,lessthanlastyear,oraboutthe

same.Answered:167 Skipped:4

0% 20% 40% 60% 80% 100%

DirectMail

OnsiteSales

MemberGetAMember

GiftMembership

Program

PromotionatEventsor

Conferences

Online,website

Socialordigitalmediapromotion

Othermethods

MoreSuccessful

AbouttheSame

LessSuccessful

DirectMail 43.92%65

43.24%64

12.84%19

148

OnsiteSales 60.78%93

30.07%46

9.15%14

153

MemberGetAMember

10.64%5

74.47%35

14.89%7

47

GiftMembershipProgram

38.41%53

55.07%76

6.52%9

138

PromotionatEventsorConferences

22%22

71%71

7.00%7

100

Online,website 58.11%86

37.84%56

4.05%6

148

MoreSuccessful AbouttheSame LessSuccessful Total


9/31

Socialordigitalmediapromotion

37.61%41

55.05%60

7.34%8 109

Othermethods 31.51%23

67.12%49

1.37%1 73

Comments(12)


10/31

42.11% 72

15.79% 27

42.11% 72

Q9Comparingmembershiprenewalratesin2012tothosein2011,

wouldyousaythatrenewalrates....Answered:171 Skipped:0

0% 20% 40% 60% 80% 100%

Improvedin2012over

2011

Declinedin2012over

2011

Renewalrateswereaboutthesamei...

Improvedin2012over2011

Declinedin2012over2011

Renewalrateswereaboutthesamein2012asin2011

TotalTotal 171171



11/31

4.09% 7

9.94% 17

15.20% 26

14.04% 24

11.70% 20

12.28% 21

8.77% 15

7.02% 12

5.26% 9

4.09% 7

7.60% 13

Q10Whatisyourmembershiprenewalrate?


0% 20% 40% 60% 80% 100%

Over80%

75%to80%

70%to74%

65%to69%

60%to64%

55%to59%

50%to54%

45%to49%

40%to44%

Below40%

Don'tknowwhatthe

RenewalRa...

Over80%

75%to80%

70%to74%

65%to69%

60%to64%

55%to59%

50%to54%

45%to49%

40%to44%

Below40%

Don'tknowwhattheRenewalRateis

TotalTotal 171171



12/31

39.63% 65

60.37% 99

Q11InthepastseveralyearshaveyouutilizedoutsourceddiscountprogramssuchasGroupon,LivingSocialortheirequivalentsfor

membershippromotionalpurposes?Ifno,skiptoQuestion17.


0% 20% 40% 60% 80% 100%

Yes

No

Yes

No

TotalTotal 164164



13/31

17.65% 15

8.24% 7

10.59% 9

7.06% 6

5.88% 5

17.65% 15

32.94% 28

Q12Ifusedtosellmembershipsatdiscountedprices,whatwasyourrenewalrateforthediscounted

memberships?Answered:85 Skipped:86

0% 20% 40% 60% 80% 100%

lessthan5%

6%to9%

10%to14%

15%to19%

20%to25%

Higherthan25%

Notsure

lessthan5%

6%to9%

10%to14%

15%to19%

20%to25%

Higherthan25%

Notsure

TotalTotal 8585



14/31

37.50% 33

62.50% 55

Q13Haveyourepeatedtheofferasecondtime?


0% 20% 40% 60% 80% 100%

Yes

No

Yes

No

TotalTotal 8888



15/31

44.94% 40

55.06% 49

Q14Willyouofferthesetypesofdiscountedoffersagaininthe

future?Answered:89 Skipped:82

0% 20% 40% 60% 80% 100%

Yes

No

Yes

No

TotalTotal 8989



16/31

51.46% 53

48.54% 50

Q15Didotherdepartmentsusethesediscountprograms?


0% 20% 40% 60% 80% 100%

Yes

No

Yes

No

TotalTotal 103103



17/31

19.48% 15

2.60% 2

40.26% 31

37.66% 29

Q16Ifso,didtheirdiscountoffers(fortickets,freeadmission,etc.)effectmembershipinanyway?


0% 20% 40% 60% 80% 100%

Yes,positively

Yes,negatively

No

Notsure

Yes,positively

Yes,negatively

No

Notsure

TotalTotal 7777



18/31

93.57% 160

25.15% 43

76.61% 131

78.95% 135

30.41% 52

Q17Pleaseindicatethemethodsyourprogramutilizestodrive

membershiprenewals...Answered:171 Skipped:0

0% 20% 40% 60% 80% 100%

DirectMailletter

packages

DirectMailpostcards

email

onsiterenewals

phonesolicitations

DirectMailletterpackages

DirectMailpostcards

email

onsiterenewals

phonesolicitations


Other(pleasespecify)Other(pleasespecify)((77))



19/31

15.20% 26

12.87% 22

71.93% 123

Q18In2012,didstaffinglevelswithinthemembership

department...Answered:171 Skipped:0

0% 20% 40% 60% 80% 100%

Increased

Decreased

Stayedthesame

Increased

Decreased

Stayedthesame

TotalTotal 171171



20/31

53.22% 91

15.79% 27

21.05% 36

9.94% 17

Q19Pleasedescribeyourorganization'svisitationorusage

patternsthisyear.Answered:171 Skipped:0

0% 20% 40% 60% 80% 100%

Visitationorusagehasincreased

Visitationorusagehasdecreased

Visitationorusagehas

stayedthe...

Donotknowaboutourvisitation...

Visitationorusagehasincreased

Visitationorusagehasdecreased

Visitationorusagehasstayedthesame

Donotknowaboutourvisitationorusage

TotalTotal 171171



21/31

54.97% 94

8.19% 14

36.84% 63

Q20Inyourprofessionalopinion,comparinglastyeartothisyear,is

themembershipclimateAnswered:171 Skipped:0

0% 20% 40% 60% 80% 100%

Improving

Deteriorating

Aboutthesameasalways

Improving

Deteriorating

Aboutthesameasalways

TotalTotal 171171



22/31

Q21HowisMembershippositionedinyourorganization?



23/31

80% 124

78.71% 122

76.13% 118

38.71% 60

36.13% 56

23.23% 36

Q22DoesMembershipplanningoccurwithanddoyouhavethe

supportofthefollowingDepartments?(checkallthatapply)


0% 20% 40% 60% 80% 100%

Marketing

Development

VisitorServices

Finance

Education/Outreach

Curatorial/Missionbased

efforts

Marketing

Development

VisitorServices

Finance

Education/Outreach

Curatorial/Missionbasedefforts


Other(pleasespecify)Other(pleasespecify)((1414))



24/31

48.54% 83

46.78% 80

76.61% 131

19.88% 34

2.34% 4

Q23In2013,areyouableto....(checkallthatapply)


0% 20% 40% 60% 80% 100%

Attendmembership/as

sociation...

AttendMembership/as

sociation...

Participateinwebinars

Couldnotattend

conferences


Attendmembership/associationconferencesinothercities

AttendMembership/associationconferenceswithindrivingdistance

Participateinwebinars

Couldnotattendconferences





25/31

40.35% 69

64.91% 111

67.84% 116

40.94% 70

Q24Ifyouweretoparticipateinwebinarsrelatedtomembershiptopics,whattopicsareofgreatestinteresttoyou?(Checkallthat

apply)Answered:171 Skipped:0

0% 20% 40% 60% 80% 100%

Membershipauditsandstrategic...

Membershipacquisition

Membershiprenewals

Directmailcampaigns

Onsitemembership

sales

Evaluatingmembershipbenefitsa...

Convertingmembersto

donors

Membershipandsocial

media

Membershipupgrade

campaigns

Membershipbenchmarkingandreporting

Monthlyandonlinegiving

programs

Budgetingandforecasting

Benchmarkingandindustrystandards:...

Annualgivingprograms

Notinterestedin

webinars

Membershipauditsandstrategicplanning

Membershipacquisition

Membershiprenewals

Directmailcampaigns




26/31

47.95% 82

60.23% 103

47.37% 81

67.25% 115

59.65% 102

54.97% 94

37.43% 64

28.65% 49

53.80% 92

28.65% 49

2.92% 5

Onsitemembershipsales

Evaluatingmembershipbenefitsandduesstructures

Convertingmemberstodonors

Membershipandsocialmedia

Membershipupgradecampaigns

Membershipbenchmarkingandreporting

Monthlyandonlinegivingprograms

Budgetingandforecasting

Benchmarkingandindustrystandards:howdoesyourprogramstackup?

Annualgivingprograms

Notinterestedinwebinars



27/31

32.75% 56

22.22% 38

18.13% 31

16.37% 28

10.53% 18

Q25Howmanymembersdoesyourorganizationhave?


0% 20% 40% 60% 80% 100%

Under5,000

5,000to10,000

10,001to25,000

25,001to50,000

over50,000

Under5,000

5,000to10,000

10,001to25,000

25,001to50,000

over50,000

TotalTotal 171171



28/31

16.37% 28

6.43% 11

17.54% 30

14.04% 24

28.07% 48

10.53% 18

2.34% 4

1.17% 2

3.51% 6

Q26Whatisyourgeographiclocation?


0% 20% 40% 60% 80% 100%

NortheasternUS

EastcoastUS

WestcoastUS

SoutheasternUS

MidwesternUS

SouthwesternUS

MountainStatesUS

National

International

NortheasternUS

EastcoastUS

WestcoastUS

SoutheasternUS

MidwesternUS

SouthwesternUS

MountainStatesUS

National

International

TotalTotal 171171



29/31

35.50% 60

43.79% 74

17.16% 29

2.37% 4

1.18% 2

Q27Whatisyourprofessionaltitle?Answered:169 Skipped:2

0% 20% 40% 60% 80% 100%

DirectorofMembership

MembershipManager

MembershipCoordinator

MembershipAssociate

MembershipAssistant

DirectorofMembership

MembershipManager

MembershipCoordinator

MembershipAssociate

MembershipAssistant

TotalTotal 169169



30/31

7.19% 12

14.37% 24

25.15% 42

26.95% 45

26.35% 44

Q28Howlonghaveyouservedinamembershipposition?


0% 20% 40% 60% 80% 100%

Lessthan1year

1to2years

2to4years

5to10years

over10years

Lessthan1year

1to2years

2to4years

5to10years

over10years

TotalTotal 167167



31/31

11.38% 19

23.35% 39

14.37% 24

13.77% 23

5.99% 10

10.18% 17

4.79% 8

4.19% 7

3.59% 6

0.60% 1

7.78% 13

Q29Whatisyourannualsalaryrange?


0% 20% 40% 60% 80% 100%

Under$30,000

$30,000to$40,000

$40,001to$50,000

$50,001to$60,000

$60,001to$70,000

$70,001to$80,000

$80,001to$90,000

$90,001t$100,000

$100,001to$125,000

Over$125,000

Prefernottodisclose

Under$30,000

$30,000to$40,000

$40,001to$50,000

$50,001to$60,000

$60,001to$70,000

$70,001to$80,000

$80,001to$90,000

$90,001t$100,000

$100,001to$125,000

Over$125,000

Prefernottodisclose

TotalTotal 167167


Membership Consultants' Pulse of Membership 2012 YE

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Transcript of Membership Consultants' Pulse of Membership 2012 YE