August 4, 2005

Behind the Numbers

By Peter Panepento

Many groups use the term, but definition of 'member' varies

Mark Pilipczuk can learn a lot about his organization simply by looking at its weekly membership report. For Mr. Pilipczuk, the vice president of marketing at the World Wildlife Fund, in Washington, membership numbers can quickly tell him whether his organization is effectively communicating its message, whether it needs to increase its membership-recruitment efforts, and even whether specific promotions, like credit cards

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