Report of the MCAA Membership Committee

Words: Donald McCauley

Renewals

The MCAA has just completed its renewal cycle. With just over $379,378 brought in or committed to for the 2013-2014 renewals, we are short of our budget number of $413,000 that was targeted. We will likely keep renewals open until the end of January as there has been a much larger late renewal rate the last few years.

New Members

Through December 19, 2013 the MCAA has welcomed 31 new members (YTD) into the association accounting for approx. $13,215. Our budget number for the year is to gain $42,000 in new member revenue and we should see a big jump towards that goal after convention.

Membership Survey

We are in a transitional period this year as we have undertaken a major survey to assess not only member needs, but prospects as well as former members. In the fall we had 36 current members, prospects and lapsed members participate in a very comprehensive three-day survey in which questions were posted to a on-line bulletin board and when participants responded, we were able to issue follow-up questions. This will be a huge help in redefining our membership efforts later this year. We are also undertaking a much larger survey of the same demographics, but a much larger sampling which will be your typical question answer survey. The questions and survey are being prepared as we speak and we expect results from that shortly after we return from convention. All of this information will be put together and evaluated and then utilized to focus our approach to membership in the future. We expect it to give us a clear path forward with regard to continual growth of our membership base. Marketing General Incorporated is conducting the survey and will likely work with us in a capacity to implement a marketing program to reach out to new members utilizing the data we gather. The MCAA has never taken this approach and we are very excited to see results from it in the Spring and Summer of 2014 and moving into the new budget year.

Customized Affinity Program

The committee will be working to develop a customized affinity program developed specifically for MCAA members. Staff has been in contact with a consultant to help us find ways we can make membership a tangible benefit. Potential members want to see a direct return for their membership dollars invested and this will help provide that. Look for more on this in the near future and a potential new program rolling out around convention time next year.
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