Blog

By Joanne Shaw

Associations invest significant time and resources into getting prospective members to join. But the moment someone becomes a member, a new challenge begins: proving that the value promised during acquisition is real.

That makes onboarding more than a welcome email or administrative step. It is one of the first opportunities an association has to reinforce a member’s decision to join and begin building a relationship that leads to long-term engagement.

And those early experiences matter. According to the 2026 Membership Marketing Benchmarking Report, the median first-year member renewal rate is 72%, compared with an 82% median overall renewal rate.

Effective onboarding helps close…

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By Caroline Cohn

The next generation of association members isn’t coming. They’re already here.

According to MGI’s 2026 Membership Marketing Benchmarking Report, Millennials now make up 25% of association membership, up from 17% in 2017. Gen Z has also grown from 4% to 11%. The numbers tell a pretty clear story: Association membership is changing, and associations have an opportunity to change with it.

The good news? Many already are. The 2026 MMBR found that 44% of associations are using targeted campaigns for specific member segments, and more associations are turning to social media, mentorship programs, and special pricing to connect with younger audiences. But reaching Millennials and Gen…

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By Jana Darling

As I’ve been reading the post-ASAE Annual recaps, I’ve found myself thinking about the many conversations I had around growth.

Not because growth is a new topic. Far from it. Membership growth has been a challenge for many associations for years. What felt different was the urgency around it.

This year’s MGI Membership Marketing Benchmarking Report gives us some context. Only 34% of participating Individual Membership Organizations reported membership growth, down from 49% the previous year. Overall, just 51% of participants describe their value proposition as compelling or very compelling, down from 57%. And while Millennials and Gen Z continue to make up a larger share of…

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By Kelsey McKinney, MGI Account Director

Why audits matter and what they can reveal for your association.

A membership marketing audit is more than a review of creative. It is a disciplined way to turn accumulated activity into a clearer, more efficient, and more effective growth program. Member expectations, channels, costs, technology, and organizational priorities change. Meanwhile, programs that were cutting-edge when they originally launched can become bloated as they accumulate extra versions, segments, messages, and touchpoints that no longer serve the program well.

Periodic program audits can help an association evaluate the full member journey, confirm what is working, identify…

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By Jana Darling

Membership and marketing teams are facing a tougher environment than ever before. Members have more choices for professional development, networking, and information. Attention is fragmented across countless channels, and earning someone’s time and trust takes far more than a single email or ad.

Our 2026 Membership Marketing Benchmarking Reportreinforces this reality. Membership growth continues to be a challenge for many organizations, with only 38% of associations reporting an increase in membership this year. At the same time, many associations are struggling to articulate the value of membership in a way that feels clear, relevant, and compelling, making it even more…

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