Unlocking success: what 15,000 members say about the true value of association membership

Associations Matter Insight Hub Article

After working with associations for over 15 years and analysing a sample of more than 15,000 survey responses received over the last couple of years from professional and industry association members across Australia, one thing is clear— membership is not just about paying fees. It’s about belonging to something bigger, gaining value, and receiving support that aligns with personal or business goals.

But why do members really join and stay?

Our analysis has uncovered the key insights that answer the burning questions on the minds of association executives and boards. In this edition of the Insights Hub, we reveal the top six drivers of membership

The top six drivers of membership value

While the value proposition always varies across different associations, members consistently highlight the following six factors as the most valuable aspects of their association membership:

1.       Professional development and continuing education (33%)

2.       Industry news and updates (28%)

3.       Access to resources and support (23%)

4.       Networking and community (22%)

5.       Certification and professional recognition (15%)

6.       Advocacy (11%)

1. Professional development and continuing education

The highest priority for professional association members

Professional development is the number one reason for joining professional associations, with 37% of members citing it as a key benefit., compared to just 10% of industry association members. Many members value their membership as a marker of professionalism and credibility that provides structured learning pathways to develop their expertise and enhance their career prospects.

What professional members want:

• CPD opportunities, training programs, and accreditation

• Structured learning and certification to enhance career progression

• Ongoing skill development to maintain professional standards

“It helps with my professional development, ensuring that I retain the high level of expertise and knowledge essential for my career goals.” – Professional association member

Actionable insight:
Professional associations must continue investing in education and credentialing programs, ensuring they remain relevant, accessible, and tailored to evolving industry demands.

2. Industry news and updates

Members value their association’s support in helping them stay informed

Timely industry intelligence was highlighted as a priority for 34% of industry association members and 27% of professional members. The ability to receive consolidated, up-to-date industry news and intelligence is consistently cited as a key advantage, reducing the burden of independently tracking and interpreting industry shifts.

What members want:

• Regular newsletters, bulletins, and industry reports

• Updates on regulatory changes and compliance requirements

• Insights into market indicators and trends, new technologies, and industry initiatives

• Technical reports, research insights and professional guidance. 

“Updates on regulatory changes, working groups on proposed changes, and guidance on implementation.” – Industry association member

Actionable insight:
Industry associations should focus on delivering high-quality, up-to-date industry news, compliance guidance, industry trends and indicators to help members navigate a rapidly changing landscape.

3. Resources and support

Top benefit for Industry association members

Practical business support is the top benefit of membership for industry association members, who rely on their association for compliance resources, HR advisory services, legal support, and workplace guidance. Professional association members also see support as an important membership benefit, and value access to HR, legal and professional guidance, mentorship, and communities that offer reassurance and professional security.

What members want:

• Legal and regulatory assistance

• HR and business advisory services

• Best-practice guidelines and sector-specific resources

• Employment support and professional guidance

“The primary advantage of being part of the association for me and my business is the access to support and resources, ultimately giving me an understanding of best practices.” – Industry association member

Actionable insight
For industry associations, enhancing resource accessibility and expanding compliance and advisory services will increase membership value.

4. Networking & community

This is important for both professional and industry associations, but with different priorities

Networking is a bigger driver of membership for industry association members (29%) than for professional members (21%). However, the type of networking members seek varies.

What industry association members want:

• Business-focused networking, allowing them to develop strategic partnerships and supplier relationships.

• Industry-wide connections through conferences, forums, and committees.

• Opportunities to meet government representatives, potential clients and collaborators.

“Access to networks within the industry as well as participation in industry forums, sharing information, and identifying industry challenges.” – Industry association member

What professional association members want:

• Peer-to-peer connections and mentorship.

• Collaborative communities for career development and shared insights.

“Professional networks, collective guidance, and insights on my particular area of practice.” – Professional association member

Actionable insight:
Associations should tailor networking opportunities to their members’ specific needs, whether for career progression (professional) or business growth (industry).

5. Certification & Professional Recognition

Recognition is a major priority for professional association members

Professional accreditation was cited as a top of mind benefit by16% of professional members.

Why it matters:

• Many professionals require accreditation to work in their field, maintain compliance, or access things like Medicare provider numbers.

• Certification validates expertise and enhances professional credibility.

“Professional recognition amongst clients and peers.” – Professional association member

Actionable insight:
Professional associations should continue strengthening their accreditation programs, ensuring they remain industry-recognised and highly valued.

6. Advocacy & representation

A critical reason for belonging for industry association members

Advocacy was cited as key reason for membership by one in five industry association members (20%) compared to just 9% of professional members.

Why it matters:

• Members rely on their association to lobby for industry interests and influence policy.

• Representation ensures members' concerns are addressed in government and regulatory discussions.

• Industry-wide forums allow members to contribute to policy decisions.

“The association provides representation and a voice for its members' interests and concerns.” – Industry association member

Actionable insight:
Industry associations must maintain strong advocacy efforts, ensuring they actively engage with policymakers and regulatory bodies on behalf of their members.

Key takeaways for association leaders

Professional associations should:

• Invest in high-quality education and professional development programs.

• Strengthen certification and accreditation pathways.

• Foster mentorship and peer collaboration networks.

Industry associations should:

• Provide timely regulatory updates and industry intelligence.

• Enhance compliance, HR, and legal support services.

• Focus on business-driven networking opportunities.

• Prioritise advocacy and government engagement.

Listen to your members, strengthen your impact

These insights, drawn from unprompted free text comments provided by thousands of association members, offer a powerful roadmap for association leaders looking to enhance membership value.

By aligning offerings with the priorities that matter most, associations can drive stronger engagement, improve retention, and reinforce their role as indispensable partners in their members' success.

The key to long-term growth? Listening, adapting, and delivering real value—exactly where your members need it most.