Association engagement has remained stuck at a moderate
level for a decade, despite major investment in digital channels, member
experiences, and new offerings, according to a new report that highlights events
as a potential driver of stronger relationships.
MCI’s 2026 Association Engagement Index: A 10-year
retrospective, based on more than 40,000 members and customers across 119
associations, found that the overall Engagement Index had remained at 88,
firmly within the report’s “moderate” range.
For association meeting planners, however, the research
contained a more positive signal: active participation is strongly associated
with engagement.
Members who engaged with their association at least monthly —
through meetings, task forces or community activity — recorded an Engagement
Index score of 104, compared with 90 among those participating less
frequently and 70 among those who rarely or never engage.
The report also highlighted a significant improvement in
perceptions of networking. The proportion rating their association’s networking
opportunities “excellent” rose from 19 per cent in 2018 to 34 per cent in
2024, with live events identified as a particularly strong area.
The implication is not simply that associations need to hold
more meetings. Instead, planners have an opportunity to design events as part
of a deliberate engagement journey — moving people from passive
consumption towards participation, collaboration and ultimately co-creation.
MCI’s research found that 53 per cent of respondents’
association-related time is spent consuming content, while just 10 per cent is
devoted to activities that help advance the association’s mission and goals.
Meanwhile, 31 per cent said they were highly interested in contributing more
actively, but only 22 per cent feel encouraged to do so and just 15 per cent
find it extremely easy.
That gap could provide a clear brief for event teams: create
more opportunities for members to do something, rather than simply
attend or consume.
The report recommended shorter, time-bound opportunities such
as focus groups, task forces, roundtables and special-interest sessions,
alongside traditional committees and working groups.
It also argued for a more flexible approach to event
formats. Members increasingly want choice, with the largest group preferring
the option to participate both in person and virtually.
Crucially, the research
suggested moving beyond the “in-person versus virtual” debate and instead
matching the channel to the activity — reserving face-to-face experiences for
activities where networking, connection and interaction add the most value.
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
