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Member Engagement Study

Research Report |

Aligning Organization Strategy With What Matters Most to Members

At the core of every professional membership organization’s efforts is members – recruitment AND retention. And member engagement is crucial to sustaining and growing your member rolls. Not everyone’s talking about it, but they should be.

We set out to explore the topic of member engagement differently, with the intention of providing you with additional insight that may help to improve decision making and increase engagement for your member organization. In what we believe is an industry first, we’ve looked at the subject of member engagement through a new lens that compares how and why members actually engage with professional or membership organizations, alongside how associations think members engage with their organizations.

We set out to answer four essential questions:

  1. What matters most to members when they join a professional member organization?
  2. What makes members feel involved and engaged?
  3. How can professional member organizations better communicate?
  4. Are professional member organizations engaging members in a segmented, targeted, personal way?

We explored questions with 1,030 members in the United States ranging across all age segments – Millennials, Generation Xers, Boomers, and Matures, as well as 149 association professionals. Let’s just say that a “one-size-fits-all” approach doesn’t work in this highly personalized, tech-savvy world in which we live.

Download the full Member Engagement Study to find out what we learned.

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