SECTION 5 Social Media
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SECTION 6 CHALLENGES and Goals
CHALLENGES AND GOALS
SECTION 7 Dues and Membership Structure
y Trade associations struggle more with poor data hygiene than with modeling and segmentation issues (34%), while combination associations find the lack of demographic and firmographic data on members/customers to be challenging (35%). y Associations reporting a decline in membership over the past year struggle significantly more with a lack of skilled data professionals to manage and work with the data compared to associations with increases in membership (38% vs. 29%). The smallest IMOs (up to 1,000 members) are significantly more likely than the largest associations to struggle with a lack of marketing
results tracking and analysis reporting (48% vs. 31%). Associations with operating budgets of less than $20 million are also significantly more likely to struggle with marketing results tracking and analysis reporting. y Poor data hygiene is a significant challenge for associations with operating budgets over $1 million, while those with an operating budget of $20 million or more are significantly more likely to be challenged by decentralized data/lack of a centralized database for member, customer, and prospect data compared to those with smaller budgets. SECTION 10 Words f Wisdom
SECTION 8 Managing Your Association
SECTION 9 The Demo raphics of Your Association
How innovative would you consider your organization?
ORGANIZATIONAL INNOVATION
Total (n = 693)
Individual (n = 308)
Trade (n = 206)
Combination (n = 179)
Extremely innovative
1%
1%
3%
1%
Very innovative
12%
13%
16%
7%
Moderately innovative
42%
42%
40%
43%
Slightly innovative
35%
36%
33%
38%
Not at all innovative
9%
9%
8%
11%
y Associations, regardless of type, are most likely to believe their organization is moderately innovative (42%). One-third of associations believe their organization is only slightly innovative (35%). Trade associations are slightly more likely to consider their organization to be extremely or very innovative compared to IMOs or combination associations (19% vs. 14% for IMOs and 8% for combination associations).
y Associations with declines in their membership over the past year and the past five years, plus decreases in new members and overall renewal rates, are significantly more likely to indicate that their organizations are only slightly innovative, or not innovative at all.
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