Dues and Retention

Some members assert that high —and always increasing—dues are negatively impacting Mensa’s membership rates. I’ve read in the ReVelle survey (the 1986 survey of former members) that high dues were the top factor (40% of respondents) in quitting. In 1986, dues were $33. Adjusted for inflation, they’d be $61.92 in 2007. According to the 2006 Local Group Funding Report, dues, which were $30 in 1982, would be $67.20 in 2006.

So using my very weak math skills, I can set a mid point of those two inflation-adjusted figures of $64.56 as what one might expect Mensa dues to be if we just kept up with inflation. In reality, our dues are $52—nearly 20% less.

So not only is AML holding the line on dues increases, there has definitely been an increase in the number of services and perqs in that time. Even just comparing the Bulletin of today with the Bulletin of 1989 (when I joined) I see huge differences. I compared the June issue from 1989 with the June issue from 2007:

1989
Total pages 33
Cover—two-color (with screens)
Number of interior pages with color—0
Non-business articles/puzzles/columns—9 pages
Letters—2.5 pages

2007
Total pages 55
Cover—four-color
Number of interior pages with color—15
Non-business articles/puzzles/columns—19 pages
Letters—3.5 pages

I’d love to know, empirically, how dues levels affect modern retention figures. Is a buck a week simply too much for some folks to pay? Do those same people who can’t afford membership also forgo buying 17 Starbucks’ lattes, ten packs of cigarettes, four DVDs or two cases of decent beer in a year? Or would it be a reasonable amount if those unhappy members were getting more bang for their bucks? I think it’s not the actual cost of membership that is at issue; it’s the perception of the value of membership after purchased.

Local and national officers and staff have really put in a great deal of effort in the last couple decades to increase the value of when members get for their dues. Bigger magazines, better LG newsletters, vibrant online communities, elaborate Web sites, dozens of cost-saving member benefit opportunities…

I wish we would do another ReVelle-type survey to see if we’re succeeding.