Ladies & Gentlemen: Latest analysis of membership losses from Diane Petrilli: (I urge you to read not only Diane's summary analysis of the data, but also to read the attached PDF which reproduces all respondent's comments in their original words. An effort has been made by these "no longer members" in responding to our survey, and it reveals their interest in Amateur Radio as much as their continued good will and courtesy to the League. Note especially the restrained language used in the member comments: nobody is rude, abusive or disrespctful-TG) March analysis of January 2017 lapsed memberships based on email survey inquiries by Diane Petrilli, Membership Manager ARRL HQ: Attached are the results of the last e-mail sent to January 2017 expirees who did not renew their membership by February 28, 2017. The response rate to our survey was 20%. As you read the results, remember that we know that members for whom we have an e-mail address are more likely to be engaged with ARRL. The report is sorted by primary reason the member did not renew. A few things have been become clear after gathering this data for 3 months now (with well over 1,000 responses); note that we've never done this level of surveying before. Our members consider our value proposition to be weak and offer us suggestions in two major catagories: a. The Publications/editorial department should consider creating a new magazine. b. We should consider restructuring our dues categories. The publications/editorial department should consider creating a new magazine. - Many members consider QST the main, and very often only, benefit of membership. - Our members are even starting to recommend the creation of a "sister" magazine to QST that more closely meets their needs. - The percentage of Current Member Technicians who read, value, and are satisfied by QST is less than for Current Member Generals and Extras (Readex 2015). - New hams say QST is too technical and that they need more guidance (shouldn't our primary benefit be tied to helping achieve that end?) - We are quickly losing our base of loyal, hard-core hams who are devoted to spending hours on the hobby. It is evident from the comments below, and data from multiple other sources, that people are engaging with ham radio in a more casual way these days - they want simple and less expensive ways to get involved without a significant commitment of time (and even provide ways to involve their families). Our publication(s) should reflect the interests of these newer hams. Sample Comments "The hobby still seems geared a bit towards older people. I felt like there were not a lot of articles relevant to young, busy professionals with young families. Ways that we could be involved in amateur radio without a ton of time commitment." "I got my general license mostly as a challenge to myself and thought I'd spend time learning the hobby but most of what is in QRZ [should be QST-TG) magazine and other ARRL resources are just too far beyond my basic understanding and what I want to learn about amateur radio. Maybe if there was more attention to directing the new Ham I would have stayed interested." "Putting out some real basic articles that are designed for beginners. There seemed to be all kinds of articles about all the how to maximize your this or that, but nothing about 'so you have your first radio... now what.' That alone would have got me started and more interested." "I joined ARRL on a trial basis. I am lost in the field of HAM radio. I felt ARRL would help me. QST magazine is too advanced for me right now." "You might want to think about splitting your monthly publication into two or more specialized areas of amateur radio (e.g., DX and UHF/FM)." "The magazine was way over my head as a new ham radio operator. Too much technical articles and hardly any for new radio operators like me. If more was offered for the entry level radio operator, I might actually use my radio and learn." "Include more information for new hams and casual users. Most of the things that I saw were geared to people that have been in the hobby for a long time and have a lot of time and money to dedicate." "More pertinent articles in QST and less ads. For the past few years, I have noticed that ads take up more than half the magazine and keeps growing. One issue only had 17 pages that were not advertising. Perhaps offer sister magazines in the mix." "There isn't much I get out of it (membership). QST is nice and all, but doesn't provide much that I can't find online. Field day is fun but my experience with that is directly through my local club. I just have a hard time justifying the cost even at $35 a year." "Reason for not Renewing: local club has a bully mentality so I have lost all interest in the hobby." We should consider restructuring our dues categories. - 50% of all expirees who responded this month said "money" or "lack of value" was their primary reason for not renewing (53% for both of last 2 months). More lapsed members indicated money/value, but not as their primary reason. A new dues structure should consider: - offering a digital-only version membership category at a reduced price. Time magazine does. - offering a significantly reduced rate for associate members. The associate membership might include all benefits except any access to the magazine (hard copy and digital). Members who elect this option might be older, on a fixed income, but still want to support ARRL. Or they might be a new ham who is just testing ham radio and our association or even a pre-ham who doesn't have their license yet. NRA offers an associate membership. - allowing members to select their publication of choice. AOPA does. - offering a reduced, one-time only rate for new hams. AOPA offers an introductory rate. - In 2016, after the dues increase, we lost 659 international members. International membership prior to that had been consistent. Many international members comment that QST is now not worth the price of membership, especially in light of exchange rates. Should we consider blending the Canadian/International rates to a lower rate? - A 2011 article in Advertising Age indicates that the average net per subscription price for US magazines from 2002-2010 was $29.85. While the data is now a little old, ARRL is outside the average if you consider it is viewed as a magazine alone. http://adage.com/article/media/magazine-subscription-prices-continue-downwar... Membership in the NRA is $40, 12 issues of National Geographic costs $29, 12 issues of Boys' Life cost $24. Sample Comments "The last dues increase priced us out of the market and is not aligned with other membership associations or monthly subscriptions!" "ARRL dues are ridiculously high compared to the value returned to the average member." "...But I don't really use any of the other benefit services or even get around to reading QST.I would have renewed and would still be interested if there was an option of the old $39 rate with digital-only QST, or a lower non-QST rate, but $49 when I really don't use any of the member benefits or read QST is just over the top." Gallagher 3/29/17