Traditionally, association membership totals and renewals are a lagging indicator of economic and social shifts. Members join for a full year, so reporting changes typically are delayed from more real-time indicators.
However, this year could be different. In response to
questions from association executives shared on social media and discussions
with membership staff, we heard concerns about their membership numbers. To
gain more clarity, we conducted a mid-year survey based on our regular
questions from the annual Membership
Marketing Benchmarking Report. We wanted to see if these anecdotal
experiences were becoming a trend.
In our July
survey, we asked how membership has changed over the past six months.
Specifically, we inquired whether membership numbers increased or decreased and
whether renewal rates went up or down.
The data that came back surprised us.
Total Membership:
A Noticeable Drop in Growth
When comparing responses from January to July, we see a
notable change. As the chart below shows, the percentage of associations
reporting increases in membership dropped from 45 percent to 36 percent, while
those reporting a decline rose from 26 percent to 36 percent.
Renewal Rates:
Fewer Gains, More Losses
We see similar patterns in renewal rates from our 6-month
survey. As the chart shows, associations reporting an increase in renewal rates
dropped from 25 percent to 14 percent, while those reporting a decline went up
from 27 percent to 37 percent.
New Member
Acquisition: Fading Momentum
Another concern is the decline in new member acquisition.
Only 38 percent of survey respondents said their new member input had
increased, down from 47 percent in January. And, as the chart indicates, 23
percent noted that new member acquisition has decreased.
How Should We
Interpret the Data?
When comparing data from any research, it's important to
include qualifications and context. First, our July survey involved fewer
participants and had a shorter response period compared to our large annual
benchmarking study. Second, the time of year can affect responses, as some
associations experience a decrease in membership during the slower summer
months. Still, the overall trend across three key indicators—total membership,
renewals, and new member input—suggests that something significant may be happening.
Looking Ahead and
Planning
The numbers don’t yet indicate a crisis, but they do raise
valid concerns. We can all speculate about the potential causes behind these
declining membership numbers, but more importantly, associations might want to
consider how to address these possible challenges highlighted by the data by
exploring some supplemental membership strategies. Some options could include:
- Revisit recruitment messaging and offers based on new challenges to the industry or profession.
- Re-engage lapsed members to highlight the support available from the association.
- Create new content such as articles, reports, and webinars to help members navigate industry-specific challenges.
Most importantly, this is a time to research and listen
closely to members and prospects to better understand their concerns and
evolving needs.
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