February 2009
Issue Map
TD Magazine

Membership Woes

Friday, February 20, 2009

The following story was described by Joe Willmore, a Northern Virginia–based performance consultant.

Client: A large membership association.

Advertisement

Problem: A significant decrease in retention and subsequent failure of major marketing and advertising initiatives implemented to drive membership; $2.5 million net loss accrued over two years.

Cause: The association made it difficult for people to renew their memberships. The membership webpage published the Director of Membership's office numbe

You've reached ATD member-only content.


Sign in below or join ATD to continue.