5
CHALLENGES AND GOALS
oals
ip Structure
more challenged by industry consolidation or shrinkage (32% vs. 17%). Compared to associations with increases in overall membership in the past year, associations with declines in their overall one-year membership struggle significantly more with competitive associations or sources of information (45% vs. 35%) as well as industry consolidation/shrinkage (31% vs. 23%). y Associations reporting declines in their membership over the past five years struggle significantly more with declining member/employer budgets (40% vs.
29%) and industry consolidation/shrinkage (32% vs. 23%) compared to associations with growth over the past five years. y Trade associations with 500 or more member companies are significantly more likely than smaller associations to struggle with competitive associations or sources of information, while those with less than $1 million in their operating budget struggle significantly more with a lack of brand awareness compared to those with more funds.
ciation
f Your Association
What are the most significant data challenges your association faces? Please select no more than three responses.
DATA CHALLENGES
Total (n = 652)
Individual (n = 296)
Trade (n = 190)
Combination (n = 166)
Lack of marketing results tracking and analysis reporting
39%
39%
34%
44%
Inadequate membership dashboards and reporting tools
35%
36%
34%
34%
Lack of ability to model and segment members and customers
33%
34%
33%
33%
Poor data hygiene and accuracy
32%
32%
34%
32%
Lack of skilled data professionals to manage and work with our organization’s data Lack of demographic or firmographic data on members/customers Decentralized data/lack of a centralized database for member, customer, and prospect data
30%
33%
33%
24%
30%
30%
26%
35%
21%
23%
18%
22%
Lack of ability to import/export new data points and/or data sources.
11%
12%
7%
14%
Other
8%
7%
10%
8%
y The top two data challenges remain the same as in 2018: lack of marketing results tracking and analysis reporting (39%; down from 51%), and inadequate membership dashboards and reporting tools (35%: down from 48%). The third
most common data challenge among associations is the lack of ability to model and segment members and customers (33%; down from 38%). continued on following page
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