Member Loyalty Study

Do You Know What Keeps Your Members Coming Back?

Take a deep dive into member retention and preferences

Alternate revenue streams. Increasingly diverse audiences with expanding expectations. New communication channels. While many areas of membership continue to evolve in new and exciting ways, the core of the professional membership organization continues to be its relationship with its members. Engaging these members, and retaining them, is always top of mind.

However, for many organizations, retention is reactive. Too few are proactive about identifying and acting upon retention warning signs until it’s a major problem for the organization. Even fewer have taken the step to continuously monitor the changing needs of their membership and reinforce their association’s value on an ongoing basis.
In last year’s landmark Member Engagement Study, Abila (now part of Community Brands) explored the attributes and perspectives unique to different kinds of members throughout their careers, and how those priorities may differ from what professional membership organizations believe to be most important. This study takes the next step, going deeper to better understand how those characteristics influence retention, including:

• What’s driving member retention?
• Where do different segments of members fall within the loyalty spectrum?
• How do members like to consume content, and what channels are most effective?
• How are members being targeted today, if at all, and how effective is the targeting?

Each organization has a unique membership with specific needs and values, and we believe our findings can help professional member organizations adjust their strategies to better nurture members up the loyalty spectrum. We encourage organizations to survey their own members and see how they benchmark against the trends seen in this study.

About the study

Survey questions were explored with more than 1,000 association members in the United States representing all age segments. The online surveys took place between June 28 and July 6, 2017.

Download the study today to uncover the findings.

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