Thursday, April 7, 2011

What Level of Engagement Do Members Really have with their Association?

Posted by Princess Eva Angelica at 1:26 PM
Everyone would agree that a critical opportunity for associations is to engage members as customers of the products and services made available by an association.

But we wondered what proportion of members typically purchased or engaged the association each year through some type of product, service, or activity. To find out, we included the following question in our 2011 Membership Marketing Benchmarking research.
“What proportion of your members do you estimate engage with your organization in the following areas EACH YEAR?”
The chart below highlights the average percentage of members who used or were involved with each product offering. Some members may have used just one product others may have participated in every engagement opportunity. So this data does not show a cumulative level of engagement, but a product by product level of usage.

What stands out to me is the relatively low level of usage members have with the products and services offered by associations. Is it fair to say that members may be primarily members for the products and services that membership includes? What do you think?


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