Highlights from the 2025 Membership Marketing Benchmarking Report

The 2025 Membership Marketing Benchmarking Report—now in its 17th year—has just been released, offering a fresh look at the opportunities and challenges facing associations today.

Key highlights include membership growth trends, uncertainty surrounding association’s value proposition, generational shifts, dues increases, and successes in innovation.

Sustained Membership Growth Trends

The report’s headline highlights that we continue to see many more associations with an increase in membership counts than those with a decline. This year, 45 percent of association executives report an increase in membership over the past year. In our nearly two decades of reporting, we have witnessed only two years with more associations experiencing membership declines than increases.

Nevertheless, despite continued gains, these results show a moderation in the percentage of associations reporting growth, down from 47 percent in the 2024 report and 49 percent in the 2023 report.

Value Proposition Uncertainty

Defining and communicating their value proposition remains a challenge for some associations. This year’s data highlights that only 11 percent of respondents believe their association offers a very compelling value proposition. This percentage represents a decline from 13 percent in the previous two reports. Still, 46 percent of associations offer a compelling value proposition. 

Generational Shifts

The necessity and opportunity to reach younger generations remain a priority for associations. The good news is that we have tracked generational changes with IMOs over the past five reports. The data continue to show that younger generations are gradually becoming a larger portion of the membership, while Baby Boomers are in decline.

·       Millennials now represent 25 percent of members (up from 21 percent since 2020)

·       Baby Boomers have declined to 27 percent (down from 32 percent in 2023)

·       Gen Z holds steady at 11 percent

These shifts signal both a challenge and an opportunity for associations to retool their offerings and engagement models.

Dues Increases

A total of 49 percent of associations raised dues in the past year. This outcome represents a slight decrease from the 51 percent increase in dues reported in the 2024 report. Trade associations led the way, with 59 percent increasing their dues rates.

The decision process on when to raise dues varies. Many associations only raise dues as needed (38 percent), although this percentage has dropped considerably compared to previous years (51 percent in the 2024 report and 55 percent in the 2023 report).

A total of 47 percent of associations automatically raise dues on a regular schedule.

Innovative Successes

Association executives shared many innovations they have implemented over the past year to strengthen their organization. Approximately two in five associations say innovations come from developing new membership benefits to create more value for members and prospects.

Additionally, associations report increasingly relying on digital marketing tools. The most popular tools used by associations include:

·       LinkedIn Ads (41%)

·       Google/Bing Search Ads (36%)

·       Facebook Ads (35%)

Associations also noted an increased usage of AI in their marketing efforts.

·       18 percent are actively using AI (up from 11 percent in 2024)

·       13 percent are in the process of implementation (up from 7 percent)

These are just a few of the insights from the full 80-page report. You’ll find deeper analysis, trends by association type, and actionable ideas to strengthen your recruitment, retention, and engagement efforts. 

You can access the report with this link.