Why member engagement research is essential for associations.

Benefits of Member Engagement Research

Member engagement research is a powerful way for associations to meet members’ evolving needs and expectations. By gaining a deep understanding of member needs, associations can enhance their programs, boost retention and support growth.

Yet, based on our benchmark, only 54% of members feel their association’s board and management actually understands their needs.

In this article we take a quick look at why member engagement research matters and how it can benefit your association.

Understand member needs

This is the core reason for member research. Engagement research reveals what members really want from your programs, services, and advocacy efforts. Using surveys, focus groups, and other tools, associations can gather valuable insights that help them tailor offerings to better meet members' needs, ultimately increasing value and satisfaction.

Identify membership growth opportunities

Research also uncovers why members join – and why some choose not to. This insight is incredibly valuable, as it allows associations to strengthen their value proposition, attract new members, and develop targeted outreach strategies to expand their membership base.

Boost membership retention rates

Knowing why members leave is just as important as knowing why they stay. With these insights, associations can target specific areas for improvement, whether it’s enhancing program quality, creating more engagement opportunities, or offering new products and services.

Develop targeted marketing campaigns

No two members are exactly alike, so engagement research can help segment your membership by demographics, interests, and preferences. This enables more targeted marketing efforts and reveals preferred communication channels, content types, and engagement frequency. This information allows associations to deliver targeted and relevant communications that resonate with members, leading to increased engagement and participation.

Strengthen advocacy efforts

Research helps you pinpoint the issues that matter most to members, allowing you to communicate your positions effectively to both members and policymakers. By aligning your advocacy with member concerns, you amplify their voices and strengthen the association’s influence.

Evaluate program effectiveness

Most associations offer a range of programs, events, and services – but are they truly valuable to members? Member research helps you gauge awareness, usage, and satisfaction with these offerings, highlighting what’s working and where there’s room for improvement.

Adapt to a changing landscape

Industries evolve, and so do member needs. Regular membership research keeps associations in tune with these shifts, allowing them to adjust advocacy positions and services in response to new challenges and opportunities.

Conclusion

Membership research is an essential tool for associations that want to enhance their services and engagement strategies. By gaining a deeper understanding member needs and preferences, associations can tailor their offerings to better meet these requirements, leading to increased satisfaction and retention. Plus, research helps uncover engagement gaps and opportunities, ultimately fostering a stronger sense of community and belonging.