If members are the lifeblood of associations, member benefits are their oxygen.

Without a clear and compelling member value proposition, associations often struggle to attract and retain members, leading to a slow leak that can do immense damage over time. 

Membership organisations at large have been seeing a downward trend since as early as the 1950s. While last year saw Australian associations report mixed growth, it’s clear that many are struggling to stay relevant in a new age. 

But can improving an association’s member value proposition really help tackle low retention? And if so, what member benefits do people really want?

To find out, we took a deep dive into the latest research. 

Member value proposition: Going back to basics

As associations look for new and innovative ways to grow their businesses and drive profitability, it’s important they don’t lose sight of their members. 

A recent report by consulting group McKinley Advisors found that associations with the strongest membership are those that maintain their focus on delivering value to their members and view membership as central to their business. 

Conversely, the report indicates that most associations surveyed didn’t position their membership offering as a core service, and many failed to allocate sufficient resources for investment in this area. Instead, membership slowly became a transactional or discounting product, allowing access to other, more central services, products and resources. 

While most indicated membership growth was a key strategic outcome, on average, fewer than 4% of employees were in roles dedicated to membership. Even where membership is ‘everyone’s job’, this can lead to ambiguity, inaction and a lack of focus on this key business area. 

So what’s the solution? Well, the McKinley report says a clear member value proposition is key. Not only can this help communicate association member benefits to new and existing members, but it can also help maintain focus in strategy and organisational actions. 

The 2024 Membership Marketing Benchmarking Report supports this too, finding that associations that have a clear or very clear member value proposition are the ones reporting membership growth. 

Clarity can sometimes be the major issue. For associations, finding a simple proposition that appeals to all audiences, needs and member types can be a challenge. 

McKinley recommends associations look to find the core universal problem they solve for their members, focusing on only one or two key benefits to do so. For example:

• At Skillshare, the key member value proposition is access to thousands of hands-on classes. 
• At the Society of Women Engineers (SWE), the key member benefit is access to a broad community to support career growth
• At BetterUp coaching, the key value proposition is the ability to match with an experienced career coach

What member benefits are in demand?

Beyond crafting a compelling member value proposition, it’s essential that associations deliver benefits that meet the needs, interests and wants of their membership. 

It’s a good idea for associations to strive for a healthy mix of tangible and intangible member benefits. Tangible benefits, such as member discounts, events and publications, are easy to measure and assess, while the intangible, such as a sense of community, belonging and support, are harder. 

Yet, research shows that both play a central role. While new members are often attracted by tangible benefits, it’s the intangible that keeps them coming back and renewing year after year. 

Here are some of the top member benefits research says members want the most. 

A sense of community

One of the most important benefits members report is a sense of belonging to a community. As an intangible benefit, this appeals slightly more to existing members, who report that they’re most likely to renew when they feel connected to the wider membership. 

Building a community can also help associations attract and retain a younger demographic. Millennials and Gen Z tend to seek out ‘tribes’ to belong to, where they get to be part of something bigger than themselves that’s driven by a shared mission, purpose or ideal. 

Associations should look for opportunities to grow their community, both online and offline, through in-person and online networking events as well as forums and social media channels.

Career support

Another highly sought-after member benefit is career support, particularly when looking to attract members who are early in their careers. 

Nearly three-quarters of members say it’s essential that their associations and societies provide them with job and career assistance. Depending on an association’s demographic, mission and purpose, this may be worth adding as part of their member value proposition. 

Of course, career support comes in many forms. Associations may look into offering a jobs board, which can even provide an additional revenue stream. Mentoring is another popular option, with matching software and platforms making the administration of such programs easier than ever. 

Other options include career planning tools, soft skills development, certifications, job matching tools and resume services. 

Publications and insights

Depending on the sector, it may also be prudent for associations to focus on creating insightful publications, research or content that supports their members in their day-to-day lives. 

In a study of research professionals, a publication that includes the latest news on techniques and trends was found to be the third most important member benefit. Further, associations play a critical role in research-forward industries, managing data, tackling conflict of interest and supporting effective research practises in their professional arena. 

Even organisations that don’t publish a journal can leverage content to enhance their member value proposition. Whether they run a magazine, a blog or even a newsletter, understanding an audience’s challenges, ambitions and goals can help associations craft compelling content that engages them and meets their needs. 

Events

Of course, access to events — particularly those that facilitate continuous learning and education — is a key part of any member value proposition. 

In fact, they may be even more critical than we think. There’s a strong correlation between associations that report higher event attendance and participation and membership growth.

Other research has shown that even attending a virtual event can have a significant positive impact on an individual’s likelihood of recommending an association to their friends, colleagues or family. 

What’s more, events offer networking and professional development, which means they can help associations foster two other key member benefits: career support and community. 

While both in-person and online events are popular, it’s important associations take the time to ensure their events appeal to their membership. Analysing past event data and gathering feedback via event surveys can both help with this. 

It’s also valuable to note that young professional programs have been particularly popular of late, providing an exciting opportunity for associations to build a relationship with younger generations. 

Find out more

Want to boost your member benefits with incredible events? With evexus’ event management software, it’s easier than ever to create, plan and run online and in-person events of all types and sizes, all from one easy-to-use central place. 

Find out more on the evexus website, or get in touch with our friendly team today to arrange a demo.