Associations Saw Growth
Report: Membership Growing Thanks to Better Communication
Marketing General Incorporated’s 2024 Membership Marketing Benchmarking Report shows that associations have emerged from the pandemic with stronger membership bases and more diverse communication tools. Only 21% reported a decline in membership—the lowest in 16 years—while 47% saw growth, much of it from new members.
This growth is driven by digital innovation, especially paid digital advertising, which is now used by 49% of individual membership associations (up 10 points from 2023) and viewed as highly effective. Associations are also experimenting with various tools like social media, banner ads, and search engine marketing.
Communication strategies are evolving too, particularly to engage younger members. Text messaging, once rare, is now used by 13% of associations. However, only 13% believe they have a “very compelling” value proposition, despite an 85% average renewal rate. Experts recommend associations focus more on clearly communicating their value to boost recruitment and retention.
The report is based on a survey of 804 association professionals conducted in early 2024.
Associations have come through the pandemic with a stronger membership base and more diverse tools to communicate with it, according to a new report.
