For the 17th consecutive year, Marketing General (MGI) is pleased to present the results of our Membership Marketing Benchmarking Report. Once again, this year’s findings underscore a landscape of challenges and opportunities for associations.
Key highlights include membership growth trends, uncertainty surrounding some associations’ value proposition, and generational shifts.
Sustained Membership Growth Trends
Based on the ongoing results from over a decade of benchmarking research, we continue to see many more associations with an increase in membership counts than a decline. This year, 45% of association executives report an increase in membership over the past year.
Nevertheless, despite continued gains, these results show a moderation in the percentage of associations reporting growth, down from 47% in the 2024 report and 49% 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% of respondents believe their association offers a very compelling value proposition. This percentage represents a decline from 13% in the previous two reports. Still, 46% 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 in the past five reports. The data continues to show progress in encouraging emerging generations to join associations. The current research indicates a continued shift in the generational makeup of associations toward a younger membership. Millennials now constitute one-quarter of association memberships (25% up from 21% reported since 2020). At the same time, Baby Boomers continue to decline (27% down from 29% reported in 2024 and 32% reported in 2023).
Dues Increases
A total of 49% of associations raised dues in the past year. This outcome represents a slight decrease from the 51% increase in dues reported in the 2024 report. Trade associations led the way, with 59% increasing their dues rates.
The decision process on when to raise dues varies. Many associations only raise dues as needed (38%), although this percentage has dropped considerably compared to previous years (51% in the 2024 report and 55% in the 2023 report).
Innovative Successes
Association executives shared many innovations they have implemented over the past year to strengthen their organization. Approximately two in five associations’ innovations come from developing new membership benefits to create more value for members and prospects.
Associations are increasingly relying on digital marketing tools. The most popular tools are LinkedIn paid advertising, used by 41% of associations; search engine marketing (Google, Bing, etc.), used by 36% of associations; and Facebook paid advertising, used by 35% of associations.
Not surprisingly, higher levels of innovation correlate with membership growth.
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As is our goal every year, we hope that this year’s report serves as a guide for associations striving to thrive in an evolving landscape of membership dynamics.
Have questions or want to discuss or brainstorm your marketing challenges or opportunities over the next quarter? I encourage you to call me directly at 703-706-0360 or email me at tony@marketinggeneral.com.