After the unexpected challenges associations weathered in 2020, many are now looking at the path toward stability and recovery for membership numbers and engagement. While no one has a crystal ball, there are a number of trends and indicators we can look to for guidance when projecting what 2021 and the next few years may look like for membership.
While associations with calendar-year membership cycles are starting to conclude renewal drives, those operating on anniversary or fiscal year cycles can hold important insights toward the pace of professional development budget recovery. Many of these budgets used for both membership dues and program registration fees were the first to be cut during the initial economic downturn in 2020.
Associations with mid-year renewals likely saw the brunt of this impact with lower numbers of members as organizations cut funding and members were either laid off or furloughed in recent record numbers. According to the Marketing General Inc. (MGI) Association Economic Outlook Report, over 70% of associations anticipated declining or stagnating membership numbers for the end of 2020 through 2021.
However, there are several very positive indicators that this downturn is temporary and associations able to adjust their programmatic offerings will be able to emerge from this pandemic with a stronger and more engaged membership. MGI’s report also showed nearly 70% of associations have seen an overall increase in membership engagement during 2020, which aligns to trends reported during the 2008-2009 economic recession. Additionally, 2020 has accelerated associations’ timelines for exploring new opportunities, lowering resistance to change from key stakeholders, encouraging stronger analysis on current initiatives from boards, and producing an increased focus on year-round professional development program offerings from 84% of associations surveyed.
These fundamental shifts and exploration of new, yet fiscally conscious benefit offerings for members provide a strong foundation as our associations start rebuilding. These newly reimagined membership and benefits programs will also be able to adapt quicker while better supporting an expanding and growing membership in the years to come.
A focus on staying connected to current, prospective, and lapsing members will be crucial as we look forward to the next few years. Drawing on insights from the 2008-2009 recession, recovery of membership numbers will need to be a strategic focus for the next 2-3 years before we are likely to begin seeing numbers in line with our pre-pandemic statistics. As economies begin to recover and job stability increases throughout the industries served by our association members, we will begin to see numbers start steadily increasing, likely in early 2022. Messaging to these renewing, returning and new members will need to be focused on providing clear, concise, and persuasive overviews on the ROI provided to members through the benefits of their dues.
Sources:
Marketing General Inc. Membership Marketing Benchmarking Reports: 2009, 2010, 2011, 2020
Marketing General Inc. Fall 2020 Association Economic Outlook Report