Naylor and Association
Adviser's latest report highlights ongoing struggles and emerging
trends in the association sector.
MCLEAN,
Va., Aug. 9, 2024 /PRNewswire-PRWeb/ -- Naylor
Association Solutions and Association Adviser are excited to
announce the findings of the 2024 Association Benchmarking Report.
The report reveals that generating non-dues revenue remains the
foremost challenge for associations for the second consecutive
year. While associations continue to face hurdles in communicating
member benefits and engaging young professionals, the report also
shows significant progress in data-based decision-making,
technology adoption, and staffing improvements.
Christine
Shaw, CEO and President of Naylor, announced, "The 2024 Association
Benchmarking Report highlights the critical trends and shifts
currently shaping the association sector. We extend our heartfelt
thanks to the participating associations for their invaluable
contributions."
The report provides a comprehensive analysis of survey data
collected from hundreds of senior staff members across North
American trade associations, professional societies, and
association management companies. Conducted between April 1, 2024, and May 5,
2024, the survey offers an in-depth look at how associations
are evolving in member engagement, communications, events,
staffing, and non-dues revenue.
Christine Shaw, CEO and President
of Naylor, announced, "The 2024
Association Benchmarking Report highlights the critical trends and
shifts currently shaping the association sector. We extend our
heartfelt thanks to the participating associations for their
invaluable contributions. Their insights have enabled us to create
a thorough report that empowers association leaders with the
necessary knowledge to make informed decisions and drive strategic
growth within their organizations."
Key findings from this year's report include:
- Member Engagement: Associations engage with members an average
of 28.2 times per month via print, digital, social media and
video.
- Barriers to Non-Dues Revenue: The Top 3 barriers to non-dues
revenue are being understaffed and not enough bandwidth, limited
amount of resources and not enough member engagement.
- Valued Communication Channels: The most valued communication
channel is traditional conferences and events.
- AI Usage: A fraction of respondents say they use AI daily or
frequently, while nearly two-thirds do not use AI at all
currently.
- Event Hosting: More than half will continue to host a mix of
live and virtual events in 2024 and beyond.
- Social Media Engagement: LinkedIn was the only social media app
listed in the Top 10 most valued engagement tools and climbed two
spots this year.
- Membership Engagement Indicators: Nine in 10 use event
attendance as a primary indicator of membership engagement.
- Staffing Needs: Data/strategy
was the most understaffed team, with little less than half citing a
need for more help.
- Top Challenges: More than half reported generating non-dues
revenue, communicating member benefits effectively, and engaging
young professionals as top challenges.
- Resource Limitations: Half of associations said they have
limited resources when it comes to increasing non-dues
revenue.
To download the full 2024 Association Benchmarking Report, click
here.
Naylor Association Solutions empowers associations to achieve
success. As strategic partners to professional and trade
associations in the U.S. and Canada, Naylor offers a comprehensive set of
innovative association tools and services that strengthen member
engagement and increase non-dues revenue. Naylor's offerings include member
communications, management of live and online meetings and events,
online career centers, member management software, and full-service
association management. Naylor's
team supports its partners with unmatched depth and breadth of
expertise and an innovative spirit in solving the unique challenges
faced by associations. Naylor also
delivers valuable insights through its customized client portals
that provide real-time feedback and advanced analytics. Founded in
1969, today, Naylor serves more
than 1,600 associations across 80+ industries. Our headquarters are
in McLean, Va. with additional
offices in Alpharetta, Ga.;
Gainesville, Fla.; Schaumburg, Ill.; and Winnipeg, Manitoba. For more information,
visit https://www.naylor.com.
Media Contact
Kaydee Brown, Naylor Association
Solutions, 1 800.369.6220 3489, kbrown@naylor.com,
https://www.naylor.com
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SOURCE Naylor Association Solutions