CHICAGO—In a new report titled “Unlocking Value for Members: Perceptions and the Evolving Role of Associations,” Smithbucklin reveals that associations continue to be essential players in shaping industries and fostering professional development in a rapidly evolving landscape. This research, which surveyed over 400 association members across various demographics, offers valuable insights into the high-value members place on professional development and networking opportunities.
According to the report, 88% of members surveyed view their associations positively, and 85% are likely to renew their memberships to access professional development offerings.
Key Findings: High Satisfaction Among Members Points to Growth Potential
- Members are engaged – 88% of members surveyed view their association positively, and 85% renew their memberships annually, citing professional development as the top benefit.
- Career growth is a top priority – Among members surveyed, 83% value professional development, 82% seek continuing education, and 80% look for certifications.
- Non-members lack awareness – 24% of non-members surveyed do not belong to an association simply because they are unaware of one relevant to their career.
- Willingness to invest beyond dues – 60% of members say they would pay more for certifications and continuing education, indicating strong demand for career-enhancing benefits.
“Our research shows that members genuinely value the opportunities for career advancement that associations provide, which highlights the need for associations to adapt their strategies in response to evolving member needs and to articulate the value of membership clearly,” said Matt Sanderson, President and CEO of Smithbucklin.
In addition to insights from current members, the report also features important data from non-members. Approximately 24% of surveyed professionals reported being unaware of associations relevant to their industries—highlighting a significant opportunity for associations to expand outreach and raise awareness. Additionally, 20% cited membership costs as a barrier, suggesting that associations may need to reevaluate their pricing structures to increase accessibility.
The findings from non-members underscore the opportunity for associations to reach those who are not yet engaged. With 24% of professionals unaware of associations relevant to their industries, there’s a clear need to showcase the real value of membership—especially in terms of career development and networking—to better connect with potential members,” said Jeff
Hartney, Senior Vice President of Association Management.
The report outlines four fundamental strategies associations can leverage to enhance member engagement and attract new members. Key recommendations include emphasizing career growth opportunities, offering tailored professional development and networking initiatives, leveraging technology for improved engagement, and gaining a deeper understanding of member value through consistent feedback.
