Membership growth across associations is slowing, with fewer
organisations reporting increases and more seeing declines compared to previous
years.
Almost half of associations still managed to expand in the
past year, according to the 17th annual Membership Marketing Benchmarking
Report, but the pace has dropped.
The report’s authors surveyed more than 450 associations – both
trade and professional - on recruitment, engagement, renewals and innovation.
The research showed 45 per cent of associations increased
membership in 2024, down from 47 per cent the year before and 49 per cent in
2023. Meanwhile, 26 per cent reported a decline.
But beneath these steady renewal rates there was unease about
the value of membership.
Only 11 per cent of executives said their organisation offered
a “very compelling” value proposition, a slight fall from previous years. One
leader admitted: “If potential members do not see a clear, tangible ROI from
their membership, they will seek alternatives that better meet their needs.”
Another said their value proposition failed to ‘capture and maintain attention’.
Generational change is adding urgency.
Millennials now represent a quarter of memberships, while
Baby Boomers have slipped to 27 per cent. Gen Z remains at 11 per cent.
For some the retiring of the old guard was caused for
optimism as they looked forward to an ‘influx of younger individuals stepping
into leadership and technical roles’.
Others feared the opposite. One association leader admitted:
“We have an aging membership with no idea how we are going to replace them.”
Engagement is also evolving.
Social media groups and mentoring programmes are seeing
growth, while attendance at in-person annual events and virtual meetings has
softened. Associations reaching younger cohorts through digital platforms and
education programmes report stronger outcomes, yet nearly half admit they have
not changed their approaches at all.
Technology is reshaping strategies, with artificial
intelligence playing a growing role. Eighteen percent of associations now use
AI in membership marketing, up from 11% the year before, and a further 13 per
cent are in the process of implementing it.
One executive said: “AI will help to make associations and
their stretched staffs more efficient and effective.” Others were more
cautious: “Organisations are already seeing declines in web click rates/views
because Gemini is answering their questions.”
For those willing to innovate, the payoff is tangible.
Associations that describe themselves as “very innovative” report higher growth
in both membership and renewals.
Respondents pointed to experiments with digital advertising,
geotargeting, onboarding programmes and new member benefits as examples of how
they are adapting.
But member value was the underlying factor.
As one participant said: “Associations must refine their
value propositions as AI, digital transformation, and free online education
challenge traditional membership models.”
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.
