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Corner Bookshelf: Opportunity for membership growth looks positive in 2021

Paid digital advertising and calling people on the phone can lead to bigger numbers, says marketing expert and author Tony Rossell

Rossell
Rossell

April 2, 2021
By Kathryn Walson

The aftermath of the Great Recession, which ended more than a decade ago, can provide a lesson for associations today: Of all the years between 2007 and 2020, the biggest uptick in association membership occurred between 2011 and 2014 as the nation was recovering from the economic downturn, according to Tony Rossell, senior vice president at Marketing General Inc.

Now, as the possible end of the pandemic comes into view, he says another membership surge is possible.