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2022 Association Trends Study
The Future-Focused Member Experience
Why the powerful connection between innovative technology and
member loyalty remains critical to modern associations.
Associations looking to secure their future and improve MX must evaluate member values and invest in technology.
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After more than two years of ups, downs, twists and turns, the focus on technology and member experience has never been greater. So just how are association leaders using technology, managing their IT spend, and addressing evolving member expectations? We reveal insights into why the powerful connection between innovative technology and member loyalty remains critical to modern associations. What you’ll learn:
- Your members’ new attitudes and outlooks toward technology
- Technology’s powerful impact on member loyalty
- Key technology trends that all association leaders should know about
- Action items aimed at providing greater member value and a more positive member experience
This study, with data collected from hundreds of association leaders and a thousand members, will help guide your strategies and give you actionable take-aways to drive more engagement and loyalty..
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Insight 1
Improving member experience (MX) is the #1 goal for organizations.
The top goal for Pros when it comes to technology is to improve the MX – it ranks significantly higher than other variables impacting the bottom line, such as increasing acquisition or boosting revenue.
More than half of Pros say their top technology purchasing priority is the ability to impact the MX.
Only a quarter of members rate their organization as an “early adopter” and “excellent” in its use of technology as it relates to the MX.
Takeaway
There is a strong correlation between MX and member loyalty, and Pros must consider the growing need for adopting innovative technology.
Insight 2
Evolve your use of technology – now!
Members who view their organization as an early adopter of technology continue to be more satisfied, more connected, more likely to renew, and more likely to promote their organization. This is a big opportunity for organizations to improve their use of technology to create a more positive and lasting MX.
Less than 20 percent of Pros say they are “very prepared” technologically for the future.
Sixty percent of Pros see upgrading and/or integrating new technology as a priority.
Takeaway
Take a good look at your organization’s technology strategies to make sure they align with what members value and expect.
On-Demand Webinar
The Big Reveal: 2022 Association Trends Report
The results are in! Join Community Brands and Edge Research for a deep dive into the comprehensive findings of the 2022 Association Trends Study: The Future-Focused Member Experience, the only industry research report with sentiments from both members and association professionals. During this on-demand webinar, we revealed insights into what shifts have emerged in member value and shined a light on focus areas for association professionals moving forward.