2
MEMBER RECRUITMENT
tion)
What do you believe are the top three reasons members join your organization? continued
y Almost identical to 2018, the top reasons executives believe members join is to network with others in the field (57%), to learn best practices in their profession (26%), and to access specialized and/or current information (25%). Executives from all types of associations consider networking a top membership driver for their association, and trade and combination associations report that learning best practices and accessing specialized information are also top reasons for joining. y For IMOs, members are more likely to join to advance their career (26%; up from 23% in 2018) or to support the mission of their association (23%; down from 27%). Trade association executives believe that supporting the advocacy conducted on behalf of the profession and the members is a top membership driver (33%; up from 32% in 2018).
y Associations reporting increases in their membership over the past year are significantly more likely to also report that members join to learn best practices in their profession. Executives of organizations with overall membership renewal rates of 80% or higher are significantly more likely to believe that members join to support their advocacy efforts. y Executives of IMOs with less than 20,000 members and those with operating budgets less than $5 million indicate that networking with others in the field is a significantly more important membership driver than the largest associations.
tement (Retention)
re
sociation
VALUE PROPOSITION STATEMENT
Total (n = 687)
Individual (n = 305)
Trade (n = 210)
Combination (n = 172)
Very compelling
11%
11%
14% 51% 28%
8%
Compelling
38% 41%
28% 50% 10%
40% 41%
Somewhat compelling Not very compelling Not at all compelling
9% 1%
6% 1%
11%
1%
1%
y Almost half of associations consider their value proposition to be very compelling or compelling to members (49%). 41% believe that their value proposition is somewhat compelling, and 10% feel it is not compelling. Trade associations are the most positive about their value proposition, with about two-thirds that believe it is very compelling or compelling (65% vs. 39% for IMOs and 48% for combination associations).
y Associations reporting increases in their one- year and five-year membership numbers, as well as increases in their new members and their overall membership renewal rates are significantly more likely to report that their value proposition is very compelling or compelling.
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