EXECUTIVE SUMMARY
Why have associations been able to adapt and continue to grow despite the challenges they face? The answer may be in the insights that we have gathered in this year’s Membership Marketing Benchmarking Report. In addition to looking at the tactics and strategies that typically correlate to success, we also asked respondents to rate how innovative their association is and the level of value they are delivering to members. In each case, associations reporting important positive outcomes in membership also report higher innovation and level-of-value scores. In short, these more innovative and value-producing associations are successfully adapting to the challenges faced in today’s competitive marketplace.
DO YOU BELIEVE THAT YOUR ORGANIZATIONHAS A CULTURE THAT SUPPORTS INNOVATION?
TOTAL 682 SURVEYED 76 %
INDIVIDUAL 306 SURVEYED 73 %
TRADE 202 SURVEYED 77 %
79 %
COMBINATION 174 SURVEYED
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Please see page 54 for more detailed information.
Here are some of the data underpinning these findings. 81% of associations with membership increases in the past year and the past five years, and 82% with an increase in overall new members, are significantly more likely—by margins of at least fifteen points—to indicate that their organization has a culture that supports innovation. Conversely, those reporting declines in membership are significantly more likely to believe their association culture does not support innovation.
42 % MODERATELY INNOVATIVE
1 %
12 % VERY INNOVATIVE
35 % SLIGHTLY INNOVATIVE
9 %
EXTREMELY INNOVATIVE
NOT AT ALL INNOVATIVE
HOW INNOVATIVEWOULD YOU CONSIDER YOUR ASSOCIATION? TOTAL OF 693 ASSOCIATIONS SURVEYED
Please see page 53 for more detailed information.
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