One of the cardinal rules of business is that it costs much less to keep a customer than it is to go out and get a new customer. Indeed, some studies show it costs five times as much to get a new customer than to keep an existing one. Moreover, just retaining 5% more customers can push profitability by anywhere from 25% to 95%. If your new car came with satellite radio, this explains why Sirius XM offers such incredible deals to keep you enrolled.
Now let’s apply this to the NRA. Reportedly officers of the NRA keep telling the board that they are gaining 100,000 new members monthly. This is a correct statement. However, what is not talked about much is membership retention.
Examine the chart below that was handed out in a recent NRA committee meeting. You had a million member spike in the year after the Newtown murders. However, in the next year total membership dropped by 500,000. You see and up-down pattern through 2018 when membership hit a peak of about 5.2 million members. Since 2019, the pattern has changed from the earlier up-down pattern to a continual decline. Membership currently stands at about 4.6 million as of the end of August. An earlier reported figure of 4.2 million was in error.
As Bitter has reported in a couple of posts, voting participation is down and increased secrecy about the organization’s affairs is harming it. Why would you want to be part of a group that forbids you from expressing your pride in being a part of it?
The answer is you wouldn’t. Add in that there are clubs ditching the 100% NRA membership requirement along with the willful ignorance of many Board members and you have a disaster in the making.