Member engagement is key to association success - but how to quantify it? Marketing General Incorporated's 2024 Membership Benchmarking Report includes the following list of potential metrics:
- Attendance at in-person annual conference/trade show
- Acquire or maintain certification with the organization
- Participation in the young professional program
- Mobile conference app usage
- Participation in public social media group
- Attendance at in-person professional development meetings
- Participation in Special Interest Groups
- Mobile membership app usage
- Attendance at webinars
- Attendance at virtual professional development meetings
- Attendance at virtual annual conference/trade show
- Participation in members-only online communities
- Number of visits to the members-only section of the website
- Donations to association foundation or PAC
- Participation in the mentoring program
- Number of membership upgrades
- Volunteerism with organization
- Purchase or maintain insurance through the organization
- Use of career services (e.g., Career Center)
- Book or directory purchases
MGI has conducted its annual Membership Marketing Benchmarking Survey for 16 consecutive years. The report highlights strategies and tactics membership organizations most often use, those they consider most effective for various stages of the membership lifecycle, and how these strategies and tactics correlate to membership growth and development. Download the full report here.