NARFE Membership Marketing 32 nd NARFE National Convention August 2012. Membership Marketing Overview - 2010 Perspective. NARFE could no longer depend on the status quo to address the membership crisis and to reverse the long-term, steep membership decline.
NARFE could no longer depend on the status quo to address the membership crisis and to reverse the long-term, steep membership decline.
Only large-scale change would produce large scale results.
Analysis, expertise, strategic planning and resources were needed to “turn the ship”.
MGIbrings best practices and strategic insight based on experience with hundreds of membership organizations.
MGI lends both strategic and tactical support to the Recruitment and Retention staff.
Why is history important?
Since the NARFE membership high in 1982, reliance on the OPM list for acquisition, the aging of a retired membership base and both cultural and environmental shifts have accounted for steep decline.
NARFE is currently retainingover 90% of membership
Annual Drops 42,595 (or 15% of the membership file)
Net Annual Drops 29,817 (or 10% of the 2011 year-end membership file)
Gross Retention Rate90%
Only 22% of all associations are retaining members at a rate above 90%
NARFE Retention of 90% is highly successful given industry norms and our decreasing “renewable membership file”.
Acquisition is the critical focus.
Membership Attrition (Loss) 10%
New Member Acquisition (Gain) 6.5% (5 year average)
Net Membership Loss 3.5%
Only large scale, profitable acquisition efforts will turn the tide.
NARFE Membership also faces a growing rate of decline given the aging membership base
Current Annual Reported Deaths 10,000
Unreported Death Assumption 5,000
Total Assumed AnnualDeaths 15,000
Given the age of the membership file, this projected natural decline will increase exponentially. Assuming there is a 50% increase in annual deaths each year;
Year 1 15,000
Year 2 22,500
Year 3 33,750
Over the course of three years, NARFE may see a natural decline in membership of over 70,000 members
Priority of acquisition efforts moves from “hot” to “cold”
2000 paid reinstated members
690 leads over initial three month test
2056 new, paid members
1614 new paid members
dropped June 25th
dropped August 13th
mailed June 12th