Association membership on the rise

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After a few challenging years, association membership is back on the rise. That’s according to the 2022 Membership Marketing Benchmark Report by Marketing General Incorporated. In fact, 38% of associations reported a membership increase in 2021, compared to 26% in 2020.

Why it matters: Chambers are associations, and that’s a good sign for the industry. The report shares a few reasons why association membership is on the rise.

• Adding new members drives growth. While that seems obvious, association renewal rates have remained steady for years, meaning they don’t really factor into growth.
• Providing value is a consistent reason members join associations. Over half of associations say their value proposition is compelling.
• Innovation led to new members, with 62% of associations adding new products or services in 2021.

What about dues increases? The ongoing discussion of chamber dues continues around the industry as costs for just about everything from talent to events are on the rise. Over half of the associations that raised dues in 2021 reported that it did not affect renewals.

• Register for our upcoming webinar on strategies for membership dues increases on Thursday, February 2 at 2 p.m. ET.

Chamber-specific data: ACCE has opened data collection for Dynamic Chamber Benchmarking for 2022. This helps chamber leaders evaluate, benchmark and improve their organizations. Members use our free benchmarking tools to monitor trends, benchmark performance and make better decisions.

• Submit your chamber’s information by March 31 to ensure free access to reports when they are open later this year.
• Participation is required to be eligible for Chamber of the Year.
• If you need more help, check out our support guide.

Take action: Members are the lifeblood for associations, but non-dues revenue can help bolster balance sheets, too.

• Some chambers are innovating with membership models. Here are a few trends that could shape the future of the industry.
• Maybe a fundraising or membership campaign is one goal your chamber has for 2023. Check out ACCE’s business directory for trusted partners that work within the industry.
• Take a deeper dive into non-dues revenue resources. See which companies are experts in non-dues revenue, including travel.