Characteristics of Growing and Declining Associations

When we talk about membership, most would agree that growing the number of members is a good thing. But why do we agree with this? What are the implications of a growing membership compared to a declining membership?

Here are some of the impacts that I have observed in associations with increasing and declining memberships.

Characteristics of Growing Associations

• Economic
  Efficiency is increased as fixed costs spread over more members
  More net revenue is available for investment in new initiatives


• Members
  Boosts confidence of current and potential members
  High demand associations can set the agenda on pricing


• Staff
  Attract brightest and best staff (also volunteers and thinkers)
  More opportunities to enhance personal skills and expertise

Characteristics of Declining Associations

• Economic
  Budgets are too tight to try new initiatives
  Efficiency is lower as fixed costs are spread over fewer members


• Members
  Less momentum and excitement with members
  Members demand lower pricing


• Staff
  Financial rewards lower
  Less personal growth opportunity

In my upcoming posts, I would like to look at some of the key strategic drivers of membership growth. Does your experience allign with what I have outlined above?