Are small associations investing in the right member benefits?

Associations with small staff have opportunities to improve member retention using these tips

You may think your association is focusing the right amount on the right member benefits. But is it really? Industry data says it may not be. Here are the key takeaways

Most associations strive to deliver the benefits their members want. However, two studies by Community Brands suggest that associations with small staffs may be missing the mark.

In a recent benchmark study of small associations, Community Brands looked at strategic priorities and projected areas for increased investment for associations with small staffs. Overall, the report found that associations with small staffs have big opportunities to boost their use of technology to increase member retention and non-dues revenue as well as provide members with information and communications more targeted to their needs and preferences. The report gives small associations insights to help them take advantage of these opportunities by evaluating their own organizations and identifying areas for improvement.

When comparing the results of the small associations study with findings from the Community Brands Member Loyalty Study, which provides a look into member preferences and the drivers of member retention, two key takeaways emerge:

  • Strategic priorities of small associations do not always align with the benefits members value most.
  • Projected areas for increased investment do not always align with top benefits for retaining members.

These findings make an important point: To support member retention, small associations need to continuously monitor the changing needs of their membership and focus the right amount of time and budget on the benefits that members value most.

Find out more about the numbers behind these findings and what your association can do to close the gap between member benefits and investments: view the Valued Member Benefits vs. Investment infographic

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