Association membership has held steady in the past year, according to a recent report, but many organizations remain anxious around their value proposition, innovation and AI.
Those findings come from Marketing General Incorporated's 2025 Membership Marketing Benchmarking Report, released in June. The report, now in its 17th year, is based on a survey of more than 500 association professionals, conducted in January and February this year.
According to the survey, associations are performing healthily overall, with 45 percent of respondents saying membership increased in the past year, and 26 percent reporting a decline—in line with surveys in recent years. But respondents are concerned about whether their value proposition resonates. "This year’s data reveal that only 11 percent of respondents believe their association offers a very compelling value proposition, which is a slight drop from 13 percent cited in the previous two reports," the report said.
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