Unveiling the 2024 Association Benchmarking Report: Insights into Association Challenges and Progress
NAYLOR ASSOCIATION SOLUTIONS and Association Adviser1 are proud to present the 2024 Association Benchmarking Report, an in-depth analysis of the current trends, challenges, and progress shaping the association landscape. Based on survey data from hundreds of senior staff members across North American trade associations, professional societies, and association management companies, this year’s report sheds light on the evolving needs and strategies of associations in areas such as member engagement, communications, events, staffing, and non-dues revenue generation.
Non-Dues Revenue: The Foremost Challenge
For the second consecutive year, generating non-dues revenue stands as the top challenge for associations. Despite continued efforts, many associations struggle to diversify their revenue streams, a challenge exacerbated by being understaffed, limited resources, and insufficient member engagement. This ongoing issue highlights the need for innovative approaches and better resource allocation to bolster non-dues revenue strategies.
Member Engagement: A Multi-Channel Approach
Engaging members remains a critical focus for associations, with an average of 28.2 engagement touchpoints per month through print, digital, social media, and video channels. While associations are increasing their efforts, they still face challenges in effectively communicating member benefits and engaging young professionals. However, the emphasis on consistent and diverse communication shows a commitment to meeting members where they are.
Valued Communication Channels and Event Hosting
Traditional conferences and events continue to be the most valued communication channel for associations, reflecting the enduring importance of face-to-face interactions. At the same time, more than half of associations plan to maintain a mix of live and virtual events in 2024 and beyond, embracing the flexibility that hybrid event models offer.
The Rise of AI and Social Media in Association Strategy
Artificial Intelligence (AI) usage is still in its infancy within the association sector, with only a fraction of respondents using AI daily or frequently. Nearly two-thirds of associations do not use AI at all, indicating a significant opportunity for growth in this area. On the social media front, LinkedIn has gained traction as a key engagement tool, climbing two spots to become one of the top 10 most valued tools for member engagement.
Staffing and Resource Challenges
Staffing remains a critical issue for associations, particularly in data and strategy roles. Nearly half of the associations surveyed reported a need for more support in these areas. Additionally, resource limitations continue to hinder efforts to increase non-dues revenue, with half of associations citing a lack of resources as a major barrier.
Download the Full Report
The 2024 Association Benchmarking Report is a must-read for association leaders seeking to navigate the challenges and opportunities in today’s dynamic environment. Visit the Naylor website to download the full report2.
