February 2009
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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.


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

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