Re: GWAPA

["Karen Randall" <krandall@rdrcpa.biz>]

Erik wrote:

> We're on the path to having this happen. I really think the printer change
> is going to put it within a couple hundred bucks per issue.  And
> increasing membership just a hundred people will put that over the top.  I
> just don't want us to fall back on the convention revenue.

Much closer than that... Of course we always need new members to make up for
attrition, but in terms of total membership numbers,  For the next 100
people (from 800-900 or so) the marginal cost is ONLY postage and mailing.
Let's say $8 per year to be REALLY generous.  That means that $17 of their
membership goes to the bottom line.  That means that ONLY 15 MORE MEMBERS
would put us above break-even.  That's how close we are.  If Erik is correct
that this will bring us within $200 of break even, another hundred members
would mean that the TAG/membership dues/advertising triad would actually ADD
$1500 to the budget annually.

Even when we decide to print more TAG's than 1000, the marginal cost per mag
is still only about $1 plus mailing fees.

That said... history of local, general aquarium societies has shown that you
have to count on REPLACING about 1/4 of your membership annually as people
drop out and move on.  I don't know if that turn-over rate is accurate for a
specialty organization like this... Is there any easy way to tell from the
data base what our turn-over rate is?  But based on that what we really need
to target is about 225 new memberships annually. (or a mix of reducing
drop-outs, and bringing in a commensurate number of new people.

Karen


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