Associations have come through the pandemic with a stronger membership base and more diverse tools to communicate with it, according to a new report.
Marketing General Incorporated's 2024 Membership Marketing Benchmarking Report, released last week, found that only 21 percent of associations surveyed said they experienced a decline in membership in the past year—the lowest percentage in the survey's 16-year history. Moreover, nearly half—47 percent—said their membership increased.
Marketing General Senior Vice President Tony Rossell said associations are reaping the benefits from innovations they implemented during the pandemic, and solidified their value proposition. “We’re seeing a consolidation of those gains,” he said. “So, there’s either stabilization or continued growth, which is really encouraging.”
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