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A Guide to Association Member Analytics Benchmarks

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In the United States, there are an estimated 92,000 registered, professional, and trade associations (data collected in 2025). The estimated membership among these associations in the United States is around 20 million members! This count includes individual professionals, businesses, and organizations across various industries and sectors. 1.5 million staff provide services to these members, from executive leaders to membership services. These numbers seem enormous and impressive, don’t they?

If we take a look at what makes a successful association, it is, of course, the members. How do staff stay informed and make data-driven decisions that lead to membership growth, engagement, and ultimately, retention? That’s simple. Analytics. The complex piece is the “how”. How to measure, collect data, and act on that data. With the rise of membership metrics tracking software (usually integrated with or housed within your associations’ AMS), associations can easily gather and analyze data to improve member engagement and retention. Let’s dive in. 

What Key Metrics Matter Most to Associations?

  1. Member Engagement
    Utilizing member engagement analytics software allows associations to effectively measure participation in events, committee involvement, and more. This software should be integrated into your AMS solution. 
  • Event Attendance: Measure participation in conferences, webinars, and local events.
  • Active Participation: Track member involvement in committees, volunteer opportunities, and special projects.
  1. Communication Effectiveness
  • Open and Click-Through Rates: Analyze email marketing metrics to assess how well members engage with newsletters and updates.
  • Social Media Engagement: Look at likes, shares, comments, and overall interactions with social posts.
a team standing and looking at a deck of reports.
  1. Member Satisfaction
    Incorporating a membership engagement scoring system can provide deeper insights into how satisfied members are, guiding targeted improvements.
  • Surveys: Conduct regular member satisfaction surveys to gather insights into member preferences and feedback.
  • Net Promoter Score (NPS): Determine how likely members are to recommend the association to others.

4. Educational and Professional Development 

  • Course Enrollment: Track participation in educational programs and certifications offered by the association.
  • Content Engagement: Measure how often members access resources like webinars, articles, and toolkits in their portal.
  1. Financial Contributions
  • Dues Revenue: Analyze the total revenue generated from membership dues.
  • Sponsorship and Donations: Track contributions from members beyond standard dues, such as sponsorships for events or initiatives.
  1. Advocacy and Influence
  • Legislative Engagement (If applicable): Measure member involvement in advocacy efforts, such as participation in lobbying days or response rates to calls for action.
  • Membership in Advocacy Programs: Track the number of members involved in advocacy initiatives.
  1. Membership Growth and Retention
    This is usually considered the most important metric by association leaders. 
  • Net New Members: Track net new members versus those who leave.
  • Retained Members: Percentage of members who renew their membership.
  • Renewal Rates: Monitor the percentage of members who renew their memberships each year.

By monitoring these metrics, associations can gain valuable insights into their members’ preferences, enabling association staff to tailor their messaging, identify trends, areas for improvement, and replicate successful initiatives, thus improving member engagement and retention.

How can Associations Benchmark Member Engagement Against Industry Standards?

Benchmarking member engagement is crucial for associations. This data helps association staff to understand member performance relative to industry standards and identify areas for improvement. To gain comprehensive insights, consider using membership metrics tracking software that can benchmark engagement against industry standards, making it easier to identify areas for improvement.

Here are some effective steps and methods associations can use:

1. Define Key Engagement Metrics

Identify and track relevant metrics that reflect member engagement. We identified these already, but to recap: 

  • Member Engagement
  • Communication Effectiveness
  • Member Satisfaction
  • Educational and Professional Development Metrics
  • Financial Contributions
  • Advocacy and Influence (If applicable)
  • Membership Growth and Retention:

2. Use Industry Benchmarks

Research Industry Reports: Look for reports published by professional bodies, research firms, or industry associations that provide benchmarks for member engagement metrics. 

Join Coalition Groups: Participate in industry-specific coalitions or associations that share benchmarking data among members. 

A few helpful links are included at the end of this article.  

 3. Conduct Member Surveys

Member Surveys: Create and distribute surveys to gather feedback on member engagement, satisfaction, and expectations. Compare results to industry standards.

Peer Surveys: Collaborate with other organizations to conduct surveys that can help gauge overall engagement trends. You can be creative in this effort. Consider co-marketing opportunities or co-sponsorship of a mutually beneficial event to help inspire participation. 

4. Leverage Technology

Integrating member engagement analytics software into your routine enables precise tracking of engagement metrics, while a membership engagement scoring system can help quantify member activity levels. 

  • Membership Management Software: Use software that offers analytics and benchmarking features to track and compare engagement metrics easily. 
  • Data Visualization Tools: Implement tools to visualize engagement data and facilitate comparisons with industry standards.

5. Network with Peers

  • Industry Conferences: Attend conferences and workshops to network with peers and exchange insights on member engagement strategies. Here is a link to the American Society of Association Executives’ (ASAE) conference calendar. ASAE provides many impactful events and resources for association professionals annually. 
  • Join online platforms or Slack Groups where association professionals discuss challenges, successes, and benchmarks.

6. Analyze Data 

  • Internal Data Analysis: Utilize your association’s historical data to identify trends over time.
  • Comparative Analysis: Use benchmarking tools to compare your data against industry averages or leading associations.
  • Regular Reviews: Schedule periodic reviews of your member engagement metrics and benchmarks to adapt strategies to your unique association, as needed.
  • Set Goals: Establish specific, measurable goals based on benchmarks to drive improvement in member engagement.

By systematically benchmarking member engagement against industry standards, associations can identify strengths and areas for improvement, ultimately enhancing member satisfaction and retention.

What Analytics Capabilities Should an AMS Have Today?

Modern Association Management Software (AMS) platforms should have robust analytics capabilities to effectively track and enhance member engagement. Here are key analytics features that these platforms should provide:

  1. Member Insights and Segmentation
  • Demographic Analysis: Gather data on members’ demographics, interests, and behaviors to tailor engagement strategies.
  • Segmentation Tools: Allow for segmentation of members based on criteria such as membership type, activity level, or engagement history.
  1. Engagement Tracking
  • Activity Monitoring: Track member interactions across various platforms, including participation in events, webinars, and online forums/portals.
  • Engagement Scores: Assign scores based on member activities to quantify engagement levels.
  1. Event Analytics
  • Attendance Reports: Analyze attendance trends for events and webinars, including no-show rates and feedback.
  • Post-Event Surveys: Collect and analyze feedback from attendees to gauge satisfaction and areas for improvement.
a team of 5 fist bumping over a table with reports
A zoomed in bar graph and chart
  1. Communication Effectiveness
  • Email Analytics: Monitor open rates, click-through rates, and engagement with newsletters and announcements.
  • Social Media Metrics: Track engagement on social media platforms, including shares, likes, and comments related to association content.
  1. Membership Trends
  • Growth and Retention Metrics: Analyze new member sign-ups, renewals, and attrition rates over time.
  • Lifetime Value Analysis: Calculate the lifetime value of members to understand the long-term impact of member engagement.
  1. Content Engagement
  • Resource Usage Reports: Track which resources (e.g., articles, webinars, toolkits) are most accessed by members.
  • Feedback Mechanisms: Gather insights on the relevance and quality of content provided to members.

7. Surveys and Feedback Tools

  • Member Satisfaction Surveys: Build and analyze surveys to assess member satisfaction and engagement.
  • Net Promoter Score (NPS): Measure members’ likelihood to recommend the association to others.
  1. Custom Reporting and Dashboards
  • Real-Time Dashboards: Provide customizable dashboards for quick access to key metrics and analytics.
  • Report Generation: Allow for easy report creation on various aspects of member engagement for board meetings or strategic planning.
  1. Predictive Analytics
  • Trend Analysis: Use historical data to predict future trends in member behavior and engagement.
  • Churn Prediction: Identify potential churn risks based on engagement patterns and develop targeted retention strategies.
  1. Integration with Other Tools
  • Third-Party Integration: Enable integration with other tools (e.g., marketing automation, event software) for a holistic view of member interactions.
  • Data Import/Export: Allow for easy import and export of data to facilitate comprehensive analysis.

By offering these analytics capabilities, modern AMS platforms can empower associations to make data-driven decisions, enhance member engagement, and ultimately drive membership growth and satisfaction.

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How can Associations benefit from Salesforce Analytics?

Associations can significantly benefit from Salesforce Analytics by leveraging its robust data analysis capabilities to enhance member engagement, streamline operations, and drive strategic decision-making. This is important to understand if you are currently using Salesforce as your CRM, or if you are evaluating a transition to an AMS that is built on top of Salesforce CRM. Let’s dig into how Associations can leverage Salesforce for sophisticated analytics:

  1. Enhanced Member Insights
  • 360-Degree Member Profiles: Salesforce allows associations to create comprehensive profiles for each member, including demographics, engagement history, and preferences.
  • Segmentation and Targeting: Utilize analytics to segment members based on behavior, interests, and engagement levels, enabling personalized communication and targeted marketing efforts.
  1. Improved Engagement Tracking
  • Real-Time Engagement Monitoring: Track member engagement across various channels (events, communications, online platforms) in real-time.
  • Engagement Scoring: Implement scoring models to evaluate member activity levels, helping to identify highly engaged members as well as those at risk of disengagement.
  1. Data-Driven Decision Making
  • Custom Dashboards: Create visual dashboards that provide key metrics and insights at a glance, allowing leaders to make informed decisions quickly.
  • Predictive Analytics: Utilize predictive modeling to forecast trends in member behavior, event attendance, and retention rates, enabling proactive strategies.
  1. Event Analytics
  • Attendance and Feedback Analysis: Analyze event participation data, including attendance rates and post-event feedback, to improve future events.
  • ROI Measurement: Assess the return on investment for events and initiatives to ensure resources are allocated effectively.

  1. Streamlined Operations
  • Operational Efficiency: Automate reporting and data collection, reducing manual work and freeing up staff time for member engagement activities.
  • Cross-Department Collaboration: Share data across departments (membership, marketing, finance) to ensure a unified approach to member engagement.

  1. Enhanced Communication Strategies
  • Email and Campaign Analytics: Measure the effectiveness of email campaigns and communications, including open rates, click-through rates, and member responses.
  • Personalized Outreach: Use insights from analytics to tailor communication strategies that resonate with different member segments.

  1. Membership Trends and Retention
  • Churn Analysis: Identify patterns in member attrition and develop targeted initiatives to improve retention rates.
  • Growth Metrics: Track new member acquisition, renewal rates, and overall membership growth, allowing for strategic planning.

  1. Benchmarking and Best Practices
  • Comparative Analysis: Use Salesforce Analytics to benchmark against industry standards or similar organizations, identifying areas for improvement.
  • Best Practice Identification: Analyze successful initiatives and campaigns to replicate effective strategies across the organization.

  1. Mobile Accessibility
  • Access Anywhere: Salesforce’s mobile capabilities allow staff and board members to access analytics and insights on the go, facilitating decision-making wherever they are.

 

By leveraging Analytics from Salesforce, associations can enhance their understanding of member needs, improve engagement strategies, and make data-driven decisions that ultimately drive growth and satisfaction. This powerful tool can transform how associations operate and interact with their members.

Key Takeaways

  • Data-Driven Success: Embracing member engagement analytics software is essential for associations aiming to make informed decisions. By leveraging data, organizations can enhance member satisfaction and retention through tailored strategies.
  • Comprehensive Metrics Matter: Key metrics such as member engagement, communication effectiveness, and financial contributions provide a holistic view of member activity. Regular monitoring of these metrics allows associations to adapt their offerings to meet evolving member needs.
  • Benchmarking for Improvement: Utilizing membership metrics tracking software enables associations to benchmark their performance against industry standards. This practice identifies strengths and areas needing attention, ensuring continuous improvement in member engagement.
  • Engagement Scoring Systems: Implementing a membership engagement scoring system helps quantify member activity and engagement levels. This system can highlight highly engaged members and those at risk of disengagement, allowing for proactive outreach.
  • Leverage Technology for Insights: Modern AMS solutions with robust analytics capabilities, such as Element AMS, empower associations to track trends, visualize data, and make strategic decisions that drive membership growth.
  • Networking and Collaboration: Engaging with industry peers through coalitions and conferences fosters knowledge sharing and benchmarking opportunities, enabling associations to stay ahead in member engagement practices.

     

By focusing on these key aspects, associations can effectively harness the power of analytics to not only understand their members better but also to cultivate a thriving community that supports long-term success.

Helpful Links

Industry Reports

  • Association Advisor | This report highlights that associations are now connecting with members an average of 30 times per month across various channels, with events being a key component of member engagement.

  • Marketing General Incorporated | This annual report analyzes membership trends, retention strategies, and marketing effectiveness across various associations.

  • American Society of Association Executives – ASAE is a leading organization for association professionals, providing resources, networking opportunities, and benchmarking data.

  • Higher Logic | The 2025 Association Community Benchmark Report finds that despite rapid technological change, online communities remain central to engagement, driving retention, participation, and value for associations of all sizes.

Coalition Groups

  • Community Brands – Community Brands offers a community of organizations focused on association management and technology, providing resources and data for benchmarking.

  • Association Forum – This Chicago-based organization provides networking, education, and resources for association professionals, including benchmarks and best practices.

  • The National Council of Nonprofits – This coalition of nonprofits offers resources, advocacy, and benchmarking data specific to nonprofit organizations and associations.

  • The Council of Engineering and Scientific Society Executives (CESSE) – CESSE is a coalition for executives in engineering and scientific societies, providing resources, networking, and benchmarking opportunities.

  • The International Association of Exhibitions and Events (IAEE) – IAEE focuses on the exhibitions and events industry, offering benchmarking data and networking opportunities for professionals in this sector.

  • The National Association of Manufacturers (NAM) – NAM provides resources and support for manufacturers, including associations in the manufacturing sector, with data for benchmarking and best practices.

  • The Association of Fundraising Professionals (AFP) – AFP provides resources and professional development for fundraising professionals, including data and benchmarks related to nonprofit fundraising.

  • The Association of American Medical Colleges (AAMC) – AAMC supports medical schools and teaching hospitals, providing research, data, and benchmarking for member institutions.

  • The American Public Transportation Association (APTA) – APTA is a coalition for public transportation professionals, offering resources, data, and benchmarking in the transportation sector.

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