SECTION 5 Social Media
5
SECTION 6 CHALLENGES and Goals
CHALLENGES AND GOALS
SECTION 7 Dues and Membership Structure
more likely to be challenged by inadequate association database management, compared to associations with declines in membership over the past five years. y IMOs with less than 5,000 members and those with an operating budget of under $20 million struggle significantly more with insufficient staff than larger associations or those with larger
budgets. IMOs with over 5,000 members are significantly more likely to indicate they struggle with attracting or maintaining younger members. Associations with operating budgets of up to $1 million are significantly more likely to struggle with insufficient budgets compared to those with larger operating budgets.
SECTION 8 Managing Your Association
SECTION 9 The Demographics of Your Association
SECTION 10 Words of Wisdom
What are your organization’s biggest external challenges to growing membership? Please select no more than two responses.
BIGGEST EXTERNAL CHALLENGES TO GROWING MEMBERSHIP
Total (n = 683)
Individual (n = 302)
Trade (n = 206)
Combination (n = 175)
Economy/cost of membership
41%
42%
40%
42%
Perception of the association and/or its culture (i.e., old boy's network, not specialized enough, etc.)
39%
46%
35%
34%
Competitive association(s) or sources of information
38%
39%
36%
37%
Lack of brand awareness
37%
38%
31%
42%
Declining member/employer budgets
34%
35%
26%
42%
Industry consolidation/industry shrinkage
26%
17%
38%
25%
Changing demographics of industry/fewer young people in industry
16%
17%
11%
19%
Market saturation
12%
12%
12%
10%
Other
9%
11%
10%
6%
y The economy is now the top external challenge for associations (41%; up from 26% in 2018), followed by the perception of the association or its culture (39%; up from 27% in 2018), and competitive associations or sources of information (38%; up from 33% in 2018). y For IMOs, the top external challenge is the perception of the association (46%; up from 30% in 2018), while for trade associations, the top external challenge is the economy/cost of membership (40%; up from 29% in 2018). Combination associations struggle equally with
the economy, lack of brand awareness, and declining member/employer budgets (42% each). Trade associations are also significantly more likely to struggle with industry consolidation/ industry shrinkage issues (38%; up from 37% in 2018) than IMOs and combination associations. y Associations with renewal rates under 80% are significantly more likely to struggle with lack of brand awareness (43% vs. 34%), while those with renewal rates over 80% are significantly continued on following page
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