KEY NUMBERS

5-10%

The median percentage of unique visitors who become members is about .05%, according to the Lenfest Institute. However, over time, as publishers build their membership bases, the top performers typically can convert 5-10% of their unique visitors into paying members. Lenfest Institute

6,000

The free version of Slate's Slow Burn podcast generated 1.5 million downloads per episode, and the podcast as a whole drove 6,000 memberships in 2018. Slate's strategy: Provide enough value to attract and engage consumers in the free content, while offering premium, behind-the-scenes content as an added benefit to members. Lenfest Institute

1,000,000

In 2019, The Guardian in the UK had 650,000 regular paying members, 360,000 of whom are recurring paying members and 290,000 pay for print papers and digital memberships, according to the publisher. In 2018, it received more than 364,000 single contributions from around 318,000 contributors. In the last three years, the title received 1 million paid donations — a mix of one-offs, recurring paying members, and print sales. INMA

80%

Media organisations in other countries are often way ahead of US and European outlets in developing membership. Many outlets in Latin America are earning between 20% and 80% of revenue from membership, according to Ariel Zirulnick, Director of The Membership Project's Membership in News Fund. Nieman Lab

£1,200

At The Guardian members pay £1,200/year, “patrons” get access to exclusive events, backstage tours, member-only newsletters and, if they commit to double the contribution, access to a morning editorial conference. For £5.99£11.99/month, “subscribers” get an upgraded user experience in an app (two extra curated feeds, ad-free) or an e-paper edition. INMA

4 months

Those who participate in at least one survey tend to stay members for, on average, four months longer than those who don't. The closest that another touch-point comes to this is commenting on an article. It has a similar effect: they last for three months longer. The Engaged Journalism Playbook