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From Growth to Caution: Mid-Year Membership Trends

 



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.

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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.

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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.

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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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