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And the Survey Says. . .

What the latest numbers say about BNI members.

By Dr. Ivan Misner

Recently, a survey was conducted with 4,785 BNI members in the UK and Ireland.* Some very interesting results were found that I would like to discuss in this article.

The first topic relates to the length of time that members have been in business. From previous studies, (which I quote in Truth or Delusion, Busting Networking's Biggest Myths), we knew that BNI had a substantial number of mature and successful businesses. This study further supports those findings. Based on Graph # 1 below, 44% of BNI members in the study have been in business for more than five years and a whopping combined total of 70% (44% plus 26%) have been in business for more than 2 years.

Only 15% of our membership has been in business for less than one year. This truly puts to rest the "myth" that BNI is made up of mostly new businesses. These results dramatically show that BNI is made up of members who have beat most national averages for length of time in business.

Graph #1

Average Size of Business

The next topic covered in the survey was the size of the business (how many employees worked for the company). The results in this area closely tracked previous results from the Saint Thomas University study that was conducted a number of years ago about BNI. The current survey showed that 25% of the membership was a one-person operation and that roughly 54% had 2-10 employees. Furthermore, 22% of the BNI members represented companies with 11-50 employees, and 6% had over 50 employees.

Graph # 2

Importance of Camaraderie

Graph # 3 below addresses camaraderie or friendship. Based on the survey, 89.3% of the members felt that this factor was "important to extremely important" in their participation and 90.3% were "satisfied to extremely satisfied" with the results in this area. Relationships are clearly an important factor in the organization (not a surprise).

Graph # 3

Value of BNI Members' Businesses

The value of the business generated in BNI over the last 12 months is probably the most important topic and is very interesting. Based on the survey, 15% of the respondents received over 25k GBP (34k USD) with 6% of that number receiving over 50k GBP (69k USD) in revenue during the last 12 months. Another 23% of BNI members generated 10k - 25k GBP (13.8k - 34.k USD), 21% stated that they received 5k - 10k GBP (6.9k - 13.8k USD), and another 21% generated 2k - 5k GBP (or 2.8k - 6.9k USD). A total of 80% of the members surveyed received more than 2k GBP (2.8k USD) in revenue over the last 12 months from their participation in BNI. This is important when cross-tabulated against another factor that we are going to look at a little later.

[Regarding currency categories listed below - please note that these sums are in Pound Sterling (GBP) not US Dollars (USD). As of March, 2009, One GBP is equal to 1.3806 USD so that 10k GBP is equal to 13.8k USD or 50k GBP is equal to 69k USD.]

Graph # 4

Membership Renewal Trends

The question about renewal was also very interesting. Based on the survey results shown in Graph # 5 below, 86% of all the BNI members were "likely to renew their membership." However, what we know from previous studies conducted in the United States, as much as 20% of our members do not renew based on reasons that are beyond our control. For example, they are promoted, they move, they are ill, they change jobs, etc.

If you reduce the 86% of members planning on renewing by the roughly 20% that do not renew based on reasons "beyond our (and arguably their) control" this theoretically leaves a potential 66% renewal rate in an average BNI group. This is an important number for chapters to consider.

Even if 86% of your members are happy (which is a great number), you are likely to have roughly 20% less than that renew because of variables beyond the control of the chapter. When you add to that other surprises, issues, or people who change their mind, it is not uncommon to see something less than a 60% renewal rate. Consider this when planning chapter growth. Even if 86% of members say they are likely to renew, it is unlikely that 86% will--or actually can.

Graph #5

Characteristics of Members Who Don't Renew

On Graph # 6 things get really interesting. If you take the 14% of members who state that they are "not likely to renew" (based on Graph # 5 above), you discover that almost 70% of them received less than 2k GBP (2.8k USD) in business.

This means that if we can help struggling members in the referral process generate more referrals, it is likely we can reduce the number of members who feel they are unlikely to renew.

This study shows that people who are not planning on renewing rank towards the bottom in the amount of revenue earned during their participation. Chapters that begin working with low-earning members six months "before" their renewal date might, in fact, make an impact relating to this segment of the membership.

If your Leadership Team does nothing else with these findings, focusing on the members who are not generating 2k GBP in business or more is an important factor in increasing renewals.

Graph #6

Value of Directors

In the final slide of this article, we address the value of the BNI director's input to the local group. I must say that I am pleasantly surprised to see that 85% of the members felt that the director's contributions were "valuable to very valuable." This is a very strong showing and more than I would have expected.

I say this because I have noted that sometimes members feel that directors are at BNI meetings to "spy" on what is going on. Nothing could be further from the truth in terms of how we train BNI directors to support Chapters.

One of the core values we teach BNI directors in our training is discussed in Chapter 10 of the book, Givers Gain®. This is the chapter about BNI traditions; which states, "People don't care how much you know until they know how much you care." This along with the focus on education, training, and coaching means that we want directors to be viewed as a resource to help BNI chapters thrive.

I'm pleased to see that it is coming across this way to the overwhelming majority of our members.

Graph #7

We Want Your Feedback

I hope you've found this information valuable. I certainly did, and I appreciate the efforts of the directors who put this together. I urge you to share it with your membership. This kind of data gives us a better understanding of how to improve our program and increase the value it provides to our members around the world.

Tell me what you think about these findings and how they compare to your experience in BNI.

* The survey was conducted by the BNI UK/Ireland National Office. A special thanks to them for their substantial efforts on this very thorough study.

Called the “father of modern networking” by CNN, Dr. Ivan Misner is a New York Times bestselling author. He is the Founder and Chairman of BNI (www.bni.com), the world’s largest business networking organization. His latest #1 bestseller, The 29% Solution can be viewed at www.29PercentSolution.com. Dr. Misner is also the Senior Partner for the Referral Institute, an international referral training company (www.referralinstitute.com). He can be reached at misner@bni.com. Visit www.iLearningGlobal.tv/Networking for downloadable content by Dr. Misner.

Tags: April 2009 Edition, BNI survey results, Ivan Misner

36 Responses to “And the Survey Says. . .”

Pradeep Pai Says:
March 30th, 2009 at 5:58 am
Very useful info, will greatly enhance our effort in growing our chapter nos.and capabilities!!

rgds
PPai
Allen Jernigan Says:
April 1st, 2009 at 11:22 am
Why don’t we do a survey here in the US? The UK and Ireland survey was nice, but it does not mean anything to me, living in the US.
Allen Jernigan Says:
April 1st, 2009 at 11:35 am
Addition: Because the business world in Florida is nothing like the one in Ireland
Joachim Baecker Says:
April 1st, 2009 at 11:39 am
Very interesting. The 66% figure is very useful because you don’t necessarily see this happening “on the surface.” It might be good to have data on how many visitors each member contacts, brings and signs up. Along with the 66% figure, this would give you a precise measurement of how many contacts are required to maintain & grow membership. You could also analyze data across chapters to see what’s working for one group and not another.
Georgina Fairbrass Says:
April 1st, 2009 at 11:43 am
Very interesting and useful for our membership drive to grow our chapter back to where it should be.
Larry McQueen Says:
April 1st, 2009 at 11:57 am
It is always an advantage when data provided is accompanied with support material to create a total picture. We will use this information Thanks! St Claire County BNI
Dave Smith Says:
April 1st, 2009 at 11:59 am
I will definitely use this at our next round table meeting. It’s very encouaging to see the response toward the Assistant Directors and Directors.

While this would be “hard to do” and stay politically correct, I’d like to see what the current members say about those who choose not to renew. I have a feeling that most would feel that some of the non-renewing members weren’t an asset to the group.
Wesley Says:
April 1st, 2009 at 12:08 pm
A few things that were not covered but I think are significant.

#1 Many one person companies join BNI and do so well in BNI that they leave the group to focus on the amount of business they got from BNI referrals. This is most unfortunate but happens often.

#2 When figuring the value of a BNI membership we forget one very important thing. The quality of people we do business with in our BNI groups. If you work with a CPA or financial advisor in your BNI group and they save you 50k in taxes/stock losses then how much more is your seat worth knowing that person? If you work with a search engine company in your BNI group and this increases your revenues by 175k then how valuable is that seat? When you work with quality people then your quality of business and life goes up as well.

Being networked with “good people” has many more values left to be researched and thought through as we learn more.

Wesley Padgett
Assistant Director Houston West Region
Kurt Miske Says:
April 1st, 2009 at 12:15 pm
Enlightening. I feel better about the turnover in our group. Seems to fit well.
Gayle Williams Says:
April 1st, 2009 at 12:32 pm
Very enlightening article. I plan to send out to all my members, especialy Membership Committee members, since they are responsible for supporting and involving struggling members.
Karen Yowell Says:
April 1st, 2009 at 12:34 pm
Allen J – while I agree a US survey might be nice I respectfully disagree that the information carries no value because it’s from the UK/Ireland. The questions are general enough to be representative of groups everywhere. The numbers reported seem to mimick very well what I have witnessed. For a US translation the only adjustment might be translating into dollars the value below which a member doesn’t renew.

I agree with Dave S who is curious about the value of the members leaving but know from experience that good members/businesses are lost due to a lack of referrals or referrals that turn into business. In our area membership costs about $1000.00 per year. Obviously there needs to be sufficient ROI to justify the cost.

I really like the suggestion of looking into the numbers 6 months before renewal to see if things can be remedied but who gets to decide who is a good member and who isn’t.
Tony Berg Says:
April 1st, 2009 at 12:36 pm
As in all business it is best to nurture actual customers than seek new ones. To catch early those members who are not getting enough business is a great idea.
Tony Berg
Cambridge, Granta Chapter
Jerry Nelson Says:
April 1st, 2009 at 1:16 pm
Very interesting indeed. I would really appreciate a national survey in the United States. I’d like to see information for USA. And I’d love to see it broken down to a more local area, perhaps the areas for which each executive director is responsible. Some one above commented that business in Florida is not like business in Europe. True, in fact I will tell you business in Sourthern California is not like Florida.
Nawab Singh Says:
April 1st, 2009 at 1:24 pm
I am impressed by the survey data. Being a Six Sigma practitioner. I collect and analysis lots of data. This really shows the success rate of BNI in past years. I will definitely use this information to expand my network, which will help increase my chapter (BNI Dynamo) strength and subsequently more business for everyone.

Nawab Singh
Netzsolutions Inc.
BC,Canada
Kathleen Roberts Says:
April 1st, 2009 at 1:46 pm
Wish our director had seen the survey results. I saw him once in the three years I was in BNI. I think that was one reason our group dewindled.
Jakub Kosiec Says:
April 1st, 2009 at 1:50 pm
very useful statistics, I think every leadership team should take it into account.
Kevin Hennessy Says:
April 1st, 2009 at 1:56 pm
This is great information. I will be sharing it with our leadership team tomorrow during our meeting. We have added 9 members in the last 3 months so we need to be aware of the renewals of all members as we continue to grow.
Rich Hall Says:
April 1st, 2009 at 2:25 pm
Business is the same everywhere. That’s why we use the same BNI script, policies and procedures in every country. People buy from people and people like people who help them. That’s what BNI is all about.

I’m delighted to say I’m one of the 6% of respondents with over £50k in revenues from BNI as a landscaper. There’s no doubt about whether or not I’ll renew!!

Richard Hall
Maidenhead BNI
UK
George Barnett Says:
April 1st, 2009 at 2:43 pm
The statistics echo our chapter’s findings here in the United States of America
Stephen C. Maack, PhD Says:
April 1st, 2009 at 3:21 pm
While the survey results are interesting there is no information on whether this was a random sample survey or what the response rate was. I would want to know that before generalizing to the UK/Ireland population of BNI members, much less to any other country in the world where BNI operates. It is encouraging that some of the results fit with another survey done earlier — but done where, when? REAP Change Consultants offers social science Research, program Evaluation, needs Assessment, strategic Planning and organizational Change services. Feel free to contact me if you want another survey done in the U.S. or some part of the U.S. — or a web-based survey anywhere in the world. Have laptop, will travel.
Ivan Misner Says:
April 1st, 2009 at 4:47 pm
Allen, Although this particular study was done in the UK and Ireland, the numbers match almost exactly what we’ve seen in the US and other countries from past studies. The size of the businesses were very close to the same question in a study done by St. Thomas University several years ago in the USA.

Sometimes we get so caught up in how different we all are that we forget just how similar BNI-entrepreneurs are around globally.

The results are significant to BNI around the world. When BNI HQ does a study, we include multiple countries. However, when a country does the study… it is for that country. This doesn’t minimize the usefulness of the data.
Phil McDonough Says:
April 1st, 2009 at 6:39 pm
Great grist for our Chapter Growth, Membership & Mentor committees! Using a copy of this survey with Membership Apps delivered by Visitor Hosts at end of meeting will be discussed!
A survey among continuing members about non-renewers would be helpful, eg use SurveyMonkey. Any slander/libel issues of concern from any of you?
PBM
Hamid Mat Sain Says:
April 1st, 2009 at 7:42 pm
Dear Dr Misner,

Very informative and revealing findings on BNI.I have been a BNI member for 6 months and our chapter is that old.At the end of the 6 months period,the whole group were shown a league table,just like when we were in school when the exam results are out.
In the context of retaining members,perhaps the struggling members should be “counselled” by the the leadership team or the director individually rather than exposed their “performance” to the public to view.

Cheers
Malcolm Wybrow Says:
April 1st, 2009 at 8:33 pm
I think that the aim should be on building a healthy Chapter rather than retaining members per se. The individuals who fail to get many referrals after 12 months are invariably uncoachable in that they do not set aside time to go to advanced training. Our experience is that replacement members usually are more carefully selected and more than make up for those that move on.
Richard Simmons Says:
April 1st, 2009 at 10:11 pm
Thanks for interesting results which are applicable world-wide. People may look different but the BNI attitude is the same worldwide!!

Some reasons for non-renewal:
- Get so much business that they need no more.
- Some businesses do NOT provide good service or they take the BNI work for granted! Eventually they leave out of embarrassment / falling referrals or are exited from the group.
- Businesses change ownership or management and do not renew.
- Businesses change focus and BNI no longer “fits”
- Staff change and the new staff member cannot be bothered.
- Are not committed to attending EVERY week and therefore get few referrals.

I see an opening in a chapter as a real benefit to the chapter. A 30% + drop out rate each year just brings in new contacts & new opportunities for us all to do more business.

BNI Head Offices may like to keep the renewal rates as high as possible (I would if I owned the business!) but “newbies” and visitors are always good for any BNI group.

Richard Simmons
BNI Parnell
New Zealand
http://www.diamondfusion.co.nz
MIURAGURI BNI KENYA Says:
April 2nd, 2009 at 4:00 am
In kenya, we are working on the first renewal by the our maiden chapter and i have been keen on this kind of information.
This will definately help us in identifying the way forward especially with other younger chapters .

It got us thinking!
Scott Higgins Says:
April 2nd, 2009 at 7:27 am
Timely article as we plan for an upcoming visitors day in May as well as a majority of membership renewals in June. The results of the survey explain a lot about our Chapter’s membership this past year. Make what you wish of the survey results if they are not in your backyard and may not feel it represents a random sample. However, there are enough commonalities of human behavior in the global marketplace to make the survey relevant regardless of your location. Ones mission and goals of growing a business are the same whether you are in Florida or California or Michigan. However, using BNI as a powerful networking tool is one constant we should keep as we focus our eye on the prize. Thank you for the survey and article!
Sandy Pirwitz Says:
April 2nd, 2009 at 3:35 pm
This is very interesting information. I’m going to forward it to all the members in the chapters I advise and will encourage LT and Membership Committees in general to seriously consider using all of the data to retain members.

Thanks for what must have been a huge undertaking.
Naresh Patel Says:
April 4th, 2009 at 2:32 am
My BNI Membership made me $60,000.00 + for 2008 and 19,000.00 for 2009 so far and aiming $100,000.00 from my small hotel. BNI have surely worked for me and if the members chooses to participate in their chapter they can see a great returns as well. In my area we have great directors who does work very hard to help the chapters and in my chapter leadership does try to help our members but it is still up to the member, most gets the point and some don’t.
Members who gets the point usually stays with BNI, members who dosen’t get the point usually moves on which will open up their category, having motivated people will benefit all the members make a chapter grow.
I hope this survey help people wake up and participate in BNI no matter where they live in the world.
Thank BNI for changing my LIFE.
Heidi Dawson Says:
April 15th, 2009 at 10:41 am
It would be very useful to look at how the balance of internal v. external referrals affects performance and renewal rates within a group. Is there any data of this type available?
joan geraghty Says:
April 19th, 2009 at 7:34 am
Fascinating to see the direct correlation between earnings and membership renewals. In my experience, lapsed members rarely refer to income received or not during their time in BNI, plumping instead for personal issues or the early morning starts as the reason for their exit. A cultural change in sleeping patterns – early to bed, early to rise – might be the answer to drop-out trends – albeit a rather ambitious one.
Jean Marie Gow Says:
April 21st, 2009 at 9:40 pm
Giving and Receiving. The truth is, most of us don’t outwardly seek to recieve. But it is innate. We only receive when we know what we have to give and commit to giving it. I have just had a personal invitation to my local BNI Chapter (B2B/Brighton/mi)which is tomorrow @ 7am. It is a wonderful concept that only one person from each industry is represented. Being SE, I also look forward to the commraderie, and pray that I can serve my fellow man well.
Episode 102: “And the Survey Says…” | The Official BNI Podcast Says:
April 29th, 2009 at 4:09 am
[...] can read more details in SuccessNet Online, including the graphs that go with the [...]
J25 BNI » Episode 102: “And the Survey Says…” Says:
April 29th, 2009 at 10:25 am
[...] can read more details in SuccessNet Online, including the graphs that go with the [...]
Becky Haughey Says:
April 29th, 2009 at 11:57 am
The picture of Ivan @ the top of this page was in Vegas at the ilearningglobal conference. I was so excited to be there and possibly meet Ivan. I did not get to, I hope some time I will get that chance, but the message he gave was wonderful. What an inspiring speaker. I’ve been so grateful for what BNI had done for my business but I now have even a larger vision of what BNI really is. Thanks Ivan
Jonathan Silverman Says:
October 9th, 2009 at 9:18 am
I’ve only recently learned of the fact that this article appeared since I have just had a meeting with UK BNI who told me about the article.

We aim to repeat the survey and everyone’s comments are very useful as we scope the follow-up 2 years on. We’ll add input to the pot for the next set of questions alongside the comparative analysis.

Really pleased that everyone feels the survey was useful. It took a lot of work to come to a survey that would offer useful information. We could, of course, have added more questions but we had to take care that the responses were robust, useable and also that the length of the survey encouraged participation that ended at around 40% so it was extremely representative.

Best regards
Jonathan Silverman
GSA Business Development Ltd, UK

36 Responses to “And the Survey Says. . .”

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