Diagnosing and Solving Your Membership Marketing Challenges

System thinking is a methodology to step back and look at the big picture to understand the opportunities and challenges that an organization might face. In membership, the components of this system involve member awareness, recruitment, engagement, renewal and reinstatement. This session will help you diagnose what part of the membership marketing system may be impeding your organization from reaching its full potential and highlight key tactics and practical tips to solve the challenges that your association is facing in growing membership.

About Tony Rossell

Tony serves as the senior vice president of Marketing General, Inc., in Alexandria, Virginia. As a strategic thinker who thrives on utilizing direct response marketing in all its forms, Tony has designed literally hundreds of marketing programs for dozens of association and corporate clients, including some that have more than tripled membership.

Tony created the five-stage “Membership Lifecycle” concept to better identify and segment the steps common to virtually any membership program: Awareness, Recruitment, Engagement, Renewal, and Reinstatement. The lifecycle is the basis for many of MGI’s most effective and most successful membership programs.

He is also the creator of MGI’s annual Membership Marketing Benchmarking Report, an in-depth industry survey of association executives that delves into the membership marketing practices and outcomes of more than 600 individual and trade associations.

A prolific writer, Tony authors the Membership Marketing Blog and is a frequent contributor to marketing publications including Associations Now magazine, Membership Developments, and the Chicago Forum. He is also a contributing author to two books, Membership Marketing (ASAE 2000) and Membership Essentials (ASAE 2008).