2023 Association Trends Study
Redefining the Association Experience
Opportunities to take the member experience (MX) from average to exceptional
Associations must prioritize innovation and modernize their technology to support and improve the MX.
Member loyalty metrics remain high, even in fluctuating conditions, proving that associations consistently provide value to their members. But there is still room for improvement: Widening gaps between evolving member values and pro benefits offer distinct opportunities, and understanding both member and organizational viewpoints provides a more complete picture of risk and potential.
We reveal insights into the powerful connection between member experience and ongoing growth in member acquisition, engagement, and retention.
What you’ll learn:
- Evolving member values and generational engagement trends
- Strategies to close the gap between member and pro sentiments
- The vital relationship between member engagement and member experience
- How to increase member value by offering resources beyond a job board
- Ways to deeply engage with members and elevate member experience
This study, with data collected from hundreds of association leaders and thousands of members, offers actionable take-aways to guide your strategies and drive more engagement and loyalty.
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Insight 1
Organizations have significant opportunities to bridge gaps in member value.
Only 28% of Pros have an organization-wide engagement strategy.
80% of Pros prioritize providing a seamless member experience vs. last year (87%).
TAKEAWAY
There is a strong correlation between MX and member engagement, and Pros must consider reimagining their use of technology to align with member values.
77% of members believe professional membership organizations that don’t innovate will no longer be a go-to source for professional development.
Early-careerists report the #1 benefit of a professional membership organization is that it helps with career advancement.
Insight 2
Remain relevant and invest in your members by offering career development resources.
TAKEAWAY
Innovation is essential for associations hoping to maintain a competitive edge with professional education.
On-demand Webinar
The Big Reveal: 2023 Association Trends Report
The results are in! Join Community Brands and Edge Research for a deep dive into the comprehensive findings of the 2023 Association Trends Study: Redefining the Association Experience, the only industry research report with sentiments from both association members and professionals. During this on-demand webinar, we revealed insights into which shifts have emerged in member value and shined a light on focus areas for association professionals moving forward.