Tag Archive: marketing

Aug 12 2016

It’s Seldom Only about Membership

GEI 5 segment typology

The public report from the Global Engagement Index 2016 was released today along with a companion white paper on recommendations for action.  Collected from nearly 9,000 non-US respondents from the members and customers from 15 associations, the GEI opens a window into new thinking about growing and sustaining business around the world.

Among findings was the introduction of an “engagement typology” representing the different “types” of members and customers based on their own survey responses to questions that uncover empirical evidence about how they view the strength of their relationship to their association and how “engaged” they are.

For the first time, GEI2016 introduces a five-level engagement model categorizing members and customers:

  1. Passive—a prospect or potential customer, or a “pure member” who pays dues but is otherwise uninvolved or disengaged with the association.

  2. Open—a person who has interest in the association’s products, services, and member benefits, but has purchased or participated only in a limited fashion.

  3. Active—someone who is engaging with the association in some way, such as attending a meeting or purchasing a product.

  4. Loyal—someone who repeatedly interacts with the association and purchases/uses its products and services on a regular basis.

  5. Multiplier—a strong promoter and supporter of the association who eagerly brings others into the fold.

One critical insight is that members who dont buy products are significantly more likely to be “passive” or having the worst relationship with the association.  This suggests that a membership first strategy dooms the relationship in the long run.

Download the public report now for more.