New Naylor Benchmarking Report Reveals a Member Engagement Evolution is Underway for Associations
Naylor and Association Adviser's 2022 Association Benchmarking Report finds associations are shifting their priorities toward quality over quantity in their member engagement, being intentional in their member messaging and resolving technical challenges.
MCLEAN, Va., Aug. 29, 2022 /PRNewswire-PRWeb/ -- Naylor Association Solutions, a leading provider of innovative association tools and services that strengthen member engagement and increase non-dues revenue, today unveiled the findings of its 2022 Association Benchmarking Report. The report analyzes survey data from hundreds of senior staff members at North American trade associations, professional societies and association management companies, providing an inside look at how associations are evolving in the areas of member engagement, communications, events, staffing and non-dues revenue. The survey was conducted in April 2022.
"Our 11th annual Association Benchmarking Report has again underscored a number of promising signs and reveals how associations are changing their approach to meet the moment," said Alex DeBarr, CEO of Naylor Association Solutions. "In the face of continued staffing challenges and financial resource constraints, associations are making progress in key areas of engagement and the generation of non-dues revenue, but they also recognize they are not at the level they'd like to be."
This year's key findings include:
- Live events are the top-rated member engagement tool for associations in 2022, followed by email blasts, association websites, member e-newsletters and webinars
- Associations continue to have difficulty integrating their engagement activities, finding it difficult or not seeing the value of integration
- Newer digital engagement tools – including apps, text messaging, career centers and podcasts – saw the biggest increase in perceived value year-over-year
- The average number of monthly touchpoints by associations to their members declined for the first time since 2019, showcasing associations' awareness of quality over quantity
- The top challenge cited most frequently by associations is an inability to communicate member benefits effectively; combating information overload and cutting through the clutter – historically the top challenge for association – fell from the top spot this year, as associations have focused on elevating relevant content that meets their members' needs
- Other highlighted areas for improvement include generating non-dues revenue, engaging with next generation professionals and leveraging data to make strategic decisions
- Member management software, content management and marketing automation systems, and career centers and job boards all saw increases in their adoption rates, as associations increasingly use technology to deliver a more customized experience
- Social media use declined to its lowest level since 2015, as most associations said social media is not a high priority and their social media strategy is not well-defined
- The perceived value of all types of events declined for the first time in many years, as associations continue to struggle with low attendance both in-person and virtually
- A majority of associations continue to feel understaffed
- Being understaffed and having limited resources are the biggest barriers to non-dues revenue generation; although outsource partnerships could help bridge that gap, most associations do not outsource their sales efforts
To download the full 2022 Association Benchmarking Report, click here.
About Naylor
Naylor Association Solutions is devoted to building stronger associations. As strategic partners to professional and trade associations in the U.S. and Canada, Naylor offers a comprehensive set of innovative association tools and services that strengthen member engagement and increase non-dues revenue. Our offerings include member communications, management of live and online meetings and events, online career centers, association management software (AMS) and member data platform (MDP), full-service association management, and online learning. Naylor's team supports its clients with unmatched depth and breadth of expertise and an innovative spirit in solving the unique challenges faced by associations. Naylor also delivers valuable insights through its customized client portals that provide real-time feedback and advanced analytics. Association Adviser, a Naylor publication, creates content and resources to further the knowledge of association professionals. Founded in 1969, today Naylor serves more than 1,600 associations across 80+ industries. Our headquarters are in McLean, Va. with additional offices in Alpharetta, Ga.; Gainesville, Fla.; Schaumburg, Ill.; Hunt Valley, Md.; and Winnipeg, Manitoba. For more information, visit https://www.naylor.com.
Media Contact
Michael Tebo, Gabriel Marketing Group (for Naylor), 571-835-8775, [email protected]
SOURCE Naylor
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