Table of Contents
- Leverage these impactful, data-rich reports to transform association research insights into solutions for growth, leadership, and service.
- Association Adviser: 2024 Association Benchmarking Report
- Association Laboratory: Looking Forward Impact: 2024 Executive Summary and Discussion Guide
- Scaling Sponsored Content to Drive Revenue & Member Engagement
- Avenue M: Dues Strategy Text Poll
- Forj: State of Association Member Experience
- Growth Zone: 2024 Association Survey Results
- Kaiser Insights and Dynamic Benchmarking: New Member Engagement Study
- Marketing General Incorporated: 2024 Association Economic Outlook Report
- How NAEA is Winning the Battle for Member Attention While Boosting Non-Dues Revenue
- Marketing General Incorporated: 2024 Membership Marketing Benchmarking Report
- McKinley Advisors: Top Priorities in Association Strategy
- Professional Partners Network and Dynamic Benchmarking: State of Sponsorship Engagement Study
- Sequence: 2024 Association Outlook: Embrace the Change
- Wipfli: Mid-Year State of Associations Report, 2024
- A solution to positively impact member engagement and non-dues revenue
Leverage these impactful, data-rich reports to transform association research insights into solutions for growth, leadership, and service.
Association leaders often find themselves just trying to stay afloat in a sea of data that includes industry-specific reports, market trends, and member analytics and surveys. But amid all the deep dives into niche sectors, are you staying tuned into the research that’s shaping the very nature of associations themselves?
Spoiler alert: you should be. From membership growth strategies to the latest trends in non-dues revenue, there’s an abundance of research out there designed specifically to help associations thrive. Whether you’re leading a small trade group or a national professional organization, staying on top of these reports could be the key to navigating your organization’s challenges and capitalizing on tomorrow’s opportunities.
In this article, we’ll spotlight some of the most important research reports you might have overlooked but won’t want to miss. Think of it as your roadmap to keeping your association ahead of the curve.
Spoiler alert: you should be. From membership growth strategies to the latest trends in non-dues revenue, there’s an abundance of research out there designed specifically to help associations thrive. Whether you’re leading a small trade group or a national professional organization, staying on top of these reports could be the key to navigating your organization’s challenges and capitalizing on tomorrow’s opportunities.
In this article, we’ll spotlight some of the most important research reports you might have overlooked but won’t want to miss. Think of it as your roadmap to keeping your association ahead of the curve.
Association Adviser: 2024 Association Benchmarking Report
Image source: Association Adviser, 2024 Association Benchmarking Report
Association Adviser’s annual Association Benchmarking Report provides not only research compiled from hundreds of senior association professionals but also shares respondents’ demographics for additional context. Statistics about communications, member engagement, non-dues revenue sources, effectiveness, and customization highlight the most pressing challenges — and most important wins — within the association landscape.
One of the best things about Association Adviser’s bedrock report is that it’s been conducted by Naylor Association Solutions for years. Information from previous years reveals interesting trends and provides a deeper understanding of each year’s findings within a broader historical context.
Eye-Opening Insight: The top challenge facing associations, according to 65% of respondents, is generating non-dues revenue.
Association Laboratory: Looking Forward Impact: 2024 Executive Summary and Discussion Guide
Image source: Association Laboratory, Looking Forward Impact: Executive Summary and Discussion Guide
Association Laboratory features a wealth of information in its Knowledge Center, including the Looking Forward Dashboard, which is searchable and customizable to each association leaders’ needs and interests. While the Dashboard itself is a paid resource, the 2024 Executive Summary and Discussion Guide is available at no cost.
This guide provides an overview of areas relevant to both professional and trade associations, including factors impacting association members, economic considerations, and the competitive landscape of the industry. The discussion guide is an added benefit to prompt conversations about the future and strategic planning.
Eye-Opening Insight: Associations are optimistic about the future: 80% predict that economic conditions will remain the same or improve in the next year.
This guide provides an overview of areas relevant to both professional and trade associations, including factors impacting association members, economic considerations, and the competitive landscape of the industry. The discussion guide is an added benefit to prompt conversations about the future and strategic planning.
Eye-Opening Insight: Associations are optimistic about the future: 80% predict that economic conditions will remain the same or improve in the next year.
White Paper:
Scaling Sponsored Content to Drive Revenue & Member Engagement
Avenue M: Dues Strategy Text Poll
Image source: Avenue M, Majority of Associations Lack a Consistent Dues Strategy
How much can you learn from just one question? Avenue M proves with its dues strategy text poll that longer surveys aren’t always better. The key is to follow up with more information, which the company did, and the results were a fascinating glimpse into associations’ dues strategies — or lack thereof.
Responses include commiseration over unwilling Boards of Directors and decades with the same dues structures. The main takeaway is that associations as a whole find increasing dues to be a challenging and intimidating process, and many are avoiding it altogether, reinforcing the growing need for associations to explore new non-dues revenue strategies.
Eye-Opening Insight: Only 18% of associations raise membership dues annually.
Responses include commiseration over unwilling Boards of Directors and decades with the same dues structures. The main takeaway is that associations as a whole find increasing dues to be a challenging and intimidating process, and many are avoiding it altogether, reinforcing the growing need for associations to explore new non-dues revenue strategies.
Eye-Opening Insight: Only 18% of associations raise membership dues annually.
Forj: State of Association Member Experience
Image source: Forj, State of Association Member Experience
Once new members are welcomed into the fold, keeping them engaged is key. Forj’s State of Association Member Experience report shares data on members’ expectations and their satisfaction with the benefits of their membership.
Focusing on the member’s journey, the findings suggest that associations can leverage technology to simplify and improve member experience. It also shows that a shared community and educational opportunities are the most impactful areas for associations to show value and service to members.
Eye-Opening Insight: Associations that are the easiest to do business with see the most non-dues revenue generation from members buying additional services like content and experiences.
Focusing on the member’s journey, the findings suggest that associations can leverage technology to simplify and improve member experience. It also shows that a shared community and educational opportunities are the most impactful areas for associations to show value and service to members.
Eye-Opening Insight: Associations that are the easiest to do business with see the most non-dues revenue generation from members buying additional services like content and experiences.
Growth Zone: 2024 Association Survey Results
Image source: Growth Zone, 2024 Association Survey Results
Growth Zone’s 2024 Association Survey Results report includes actionable strategies and ideas for association leaders to improve membership growth, member engagement, and increasing revenue.
From exploring the correlation between member engagement and membership renewal to examining the top non-dues revenue sources, the report provides a 10,000-foot overview of the current state of individual membership associations. With this information, association leaders can benchmark against challenges and identify new opportunities to implement innovative solutions.
Eye-Opening Insight: Seventy-seven percent of associations report having a formal reinstatement initiative in place to reengage lapsed members.
From exploring the correlation between member engagement and membership renewal to examining the top non-dues revenue sources, the report provides a 10,000-foot overview of the current state of individual membership associations. With this information, association leaders can benchmark against challenges and identify new opportunities to implement innovative solutions.
Eye-Opening Insight: Seventy-seven percent of associations report having a formal reinstatement initiative in place to reengage lapsed members.
Kaiser Insights and Dynamic Benchmarking: New Member Engagement Study
Image source: Kaiser Insights and Dynamic Benchmarking, New Member Engagement Study
If membership due revenue is not increasing with the pace of inflation, associations must make those dollars stretch further and prove their worth to every new member to maximize retention.
Kaiser Insights and Dynamic Benchmarking’s New Member Engagement Study sheds light on best practices for onboarding, communicating with, and supporting professional and trade associations’ newest members. While each association has different resources available, the study reveals that combining multiple tactics and communications channels works best.
Eye-Opening Insight: Associations with lower new member renewal rates are twice as likely to have a “set it and forget it” approach to their new member communications than those with 80% or higher rates.
Kaiser Insights and Dynamic Benchmarking’s New Member Engagement Study sheds light on best practices for onboarding, communicating with, and supporting professional and trade associations’ newest members. While each association has different resources available, the study reveals that combining multiple tactics and communications channels works best.
Eye-Opening Insight: Associations with lower new member renewal rates are twice as likely to have a “set it and forget it” approach to their new member communications than those with 80% or higher rates.
Marketing General Incorporated: 2024 Association Economic Outlook Report
Image source: Marketing General Incorporated, 2024 Association Economic Outlook Report
Now in its sixth year, Marketing General’s 2024 Association Economic Outlook Report shares results from association professionals nationwide. Covering topics pertaining to nearly every department of association operations, the report shows a particularly clear overview of workforce management and staffing.
The study also explores the impacts of inflation on budgeting and pricing structures, as well as the potential for changes and the top challenges foreseen by association leaders. The good news is that most association professionals have an optimistic outlook on what this year holds in store.
Eye-Opening Insight: While 43% of associations cite hybrid work arrangements as a positive for employee recruiting, 66% also lament the fewer opportunities to form working relationships in a remote setting.
The study also explores the impacts of inflation on budgeting and pricing structures, as well as the potential for changes and the top challenges foreseen by association leaders. The good news is that most association professionals have an optimistic outlook on what this year holds in store.
Eye-Opening Insight: While 43% of associations cite hybrid work arrangements as a positive for employee recruiting, 66% also lament the fewer opportunities to form working relationships in a remote setting.
Case Study:
How NAEA is Winning the Battle for Member Attention While Boosting Non-Dues Revenue
Marketing General Incorporated: 2024 Membership Marketing Benchmarking Report
Image source: Marketing General Inc., 2024 Membership Marketing Benchmarking Report
In its 16th edition, Marketing General’s Membership Marketing Benchmarking Report delivers powerful association-related research once again. Insights into associations’ acquisition of new members, support of current members, and strategic communications create an overall picture of the association landscape and how individual organizations measure up.
The long history of the report benefits association leaders by providing comparative data over time. If an association is unable to undertake research on its own members and practices, this report provides the next best opportunity to implement tried-and-true practices that are working for other groups.
Eye-Opening Insight: The No. 1 reason members join an association is to network with others in their field, cited by 67% of respondents.
The long history of the report benefits association leaders by providing comparative data over time. If an association is unable to undertake research on its own members and practices, this report provides the next best opportunity to implement tried-and-true practices that are working for other groups.
Eye-Opening Insight: The No. 1 reason members join an association is to network with others in their field, cited by 67% of respondents.
McKinley Advisors: Top Priorities in Association Strategy
Image source: McKinley Advisors, Top Priorities in Association Strategy
Strategic planning is a critical part of an association leader’s responsibility when leading an organization. However, seeking consensus among the Board of Directors and other stakeholders about how to best serve members is no easy feat.
McKinley Advisors shares a look at this challenging — but rewarding — task in the Top Priorities in Association Strategy report. Not only does the research cover the most pressing priorities for associations, but it also shares insights into how association leaders are delivering on the promises made in their strategic plans.
Eye-Opening Insight: Associations across the United States are focusing on providing thought leadership and knowledge resources to increase membership value.
McKinley Advisors shares a look at this challenging — but rewarding — task in the Top Priorities in Association Strategy report. Not only does the research cover the most pressing priorities for associations, but it also shares insights into how association leaders are delivering on the promises made in their strategic plans.
Eye-Opening Insight: Associations across the United States are focusing on providing thought leadership and knowledge resources to increase membership value.
Professional Partners Network and Dynamic Benchmarking: State of Sponsorship Engagement Study
Image source: Professional Partners Network and Dynamic Benchmarking, State of Sponsorship Engagement Study
Remember what they say about making assumptions? Professional Partners Network and Dynamic Benchmarking have the insights you need to make informed and impactful sponsorship decisions.
The State of Sponsorship Engagement Study provides key information straight from the companies who sponsor associations. The questions asked — and answered — share sponsors' perspectives and their marketing goals, programming preferences, and measures of success. Particularly helpful to association leaders, the study reports the most important sponsorship benefits provided from the sponsor’s point of view.
Eye-Opening Insight: Forty-four percent of sponsors wish associations would ask for their feedback and input when building sponsorship packages.
The State of Sponsorship Engagement Study provides key information straight from the companies who sponsor associations. The questions asked — and answered — share sponsors' perspectives and their marketing goals, programming preferences, and measures of success. Particularly helpful to association leaders, the study reports the most important sponsorship benefits provided from the sponsor’s point of view.
Eye-Opening Insight: Forty-four percent of sponsors wish associations would ask for their feedback and input when building sponsorship packages.
Sequence: 2024 Association Outlook: Embrace the Change
Image source: Sequence, 2024 Association Outlook: Embrace the Change
In their 2024 Association Outlook, the association growth experts at Sequence analyzed two categories affecting associations in 2024: membership and artificial intelligence (AI). Their findings include a rebound in member growth since the early post-pandemic days, indicated by compelling value propositions, development of new benefits, and reaching new audiences.
With regard to the use of AI, associations are employing chatbots and other autoresponders to improve member service and dynamic content for messaging versions that appeal to specific segments of their audience.
Eye-Opening Insight: Using AI, associations can predict outcomes by creating members' digital personas and simulating real situations within the context of membership.
With regard to the use of AI, associations are employing chatbots and other autoresponders to improve member service and dynamic content for messaging versions that appeal to specific segments of their audience.
Eye-Opening Insight: Using AI, associations can predict outcomes by creating members' digital personas and simulating real situations within the context of membership.
Wipfli: Mid-Year State of Associations Report, 2024
Image source: Wipfli, Mid-Year State of Associations Report, 2024
In its first year of publication, Wipfli’s Mid-Year State of Associations Report offers a positive financial outlook for the industry relative to the past five years. The study focuses mainly on the business side of association operations and management, affording executives the opportunity to benchmark their back-office efforts with that of their peers.
Both membership and trade associations were surveyed on the economy, technological advances, and the job market. While membership is touched on, this report is mainly beneficial for understanding the effects of organizational challenges specific to the association landscape and the need for organizations to constantly adapt to change.
Eye-Opening Insight: More than three-quarters of associations have a leadership succession plan in place.
Both membership and trade associations were surveyed on the economy, technological advances, and the job market. While membership is touched on, this report is mainly beneficial for understanding the effects of organizational challenges specific to the association landscape and the need for organizations to constantly adapt to change.
Eye-Opening Insight: More than three-quarters of associations have a leadership succession plan in place.
A solution to positively impact member engagement and non-dues revenue
Hopefully, you’ve found these resources helpful for benchmarking, planning, and achieving your association’s goals. If we missed a research report you’ve found helpful, please let us know.
In the meantime, if your association is exploring solutions to deepen member engagement while expanding non-dues revenue solutions — two common needs among associations, according to the research cited above — consider partnering with Lead Marvels to implement our digital Resource Library solution.
More than 100 associations are participating in our interactive Resource Library program to positively impact member engagement and non-dues revenue without burdening their own internal resources. That’s because the platform is hosted and fully managed by our team, allowing your staff to focus on other strategic initiatives.
To learn more and explore whether an online Resource Library is a fit for your organization, schedule a no-obligation demo.
In the meantime, if your association is exploring solutions to deepen member engagement while expanding non-dues revenue solutions — two common needs among associations, according to the research cited above — consider partnering with Lead Marvels to implement our digital Resource Library solution.
More than 100 associations are participating in our interactive Resource Library program to positively impact member engagement and non-dues revenue without burdening their own internal resources. That’s because the platform is hosted and fully managed by our team, allowing your staff to focus on other strategic initiatives.
To learn more and explore whether an online Resource Library is a fit for your organization, schedule a no-obligation demo.
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