What matters most to members: Insights from the 2024 Association Community Benchmark Report

23 Aug 2024 10:28 AM | Sarah Gamble (Administrator)

In today’s digital world, associations must continuously find ways to engage their members and provide value beyond traditional events. The 2024 Association Community Benchmark Report from Higher Logic, based on insights from nearly 1500 association members, reveals their top priorities, preferred communication methods, and key factors influencing retention. If your association is looking to strengthen member engagement, this report provides a roadmap for success.

Online communities have become a year-round engagement tool, allowing associations to facilitate networking, learning, and collaboration beyond in-person events. The data in the report highlights key trends in community engagement and offers benchmarks to help associations measure their own community success.

Five Key Takeaways from the Report

  1. Engagement Drives Retention
    • The top reasons members join an association are networking and professional development. However, lack of engagement is a leading cause of membership churn. Associations that position their online community as a central hub for discussions, mentoring, and volunteering see significant increases in participation and retention.
  2. Personalised Community Experiences Boost Participation
    • Associations that tailor their community spaces—such as chapters, groups, or event-specific forums—report 116% more logins, 70% more discussion activity, and 65% more unique contributors. Providing personalised experiences encourages deeper engagement.
  3. Job Boards and Mentoring Increase Member Involvement
    • Communities that integrate job boards see 88% more logins and 87% more unique contributors. Similarly, mentoring and volunteer programs lead to 124% more logins and 53% more contributors. Members value career development opportunities, making these features essential for community success.
  4. Automation and Gamification Enhance Engagement
    • Associations leveraging automation to personalize member outreach see 49% higher logins and 250% more discussion activity. Meanwhile, those using gamification tools experience 95% more logins and 42% more discussion activity. Simple elements like badges, challenges, and automated reminders keep members coming back.
  5. Email Remains a Vital Engagement Channel
    • The average open rate for community digest emails is 43-59%, surpassing standard association email benchmarks. Many members engage primarily via email digests rather than logging into the community platform itself. Ensuring that community content is delivered effectively through email enhances overall participation.

What This Means for Your Association?

These findings emphasise that a thriving online community is not just an optional add-on—it is a critical driver of membership engagement, retention, and value. Investing in the right technology, integrating career development resources, and leveraging automation and gamification can significantly enhance community success.

Is your association making the most of its online community? Use the benchmarks in this report to assess your current engagement levels and identify opportunities for growth. Whether you’re looking to launch a community, improve engagement, or integrate additional features like job boards or mentoring, this report provides the insights you need to move forward.

For a deeper dive into the insights and strategies download the full 2024 Association Community Benchmark Report today!

Strengthening Trans-Tasman Connections: AuSAE and Tourism New Zealand Business Events Renew Partnership

Association professionals across Australia and New Zealand have even more reason to explore trans-Tasman opportunities. AuSAE is proud to announce the renewal of its longstanding partnership with Tourism New Zealand Business Events, celebrating 11 years of collaboration.

For over a decade, this partnership has strengthened connections between the two countries, helping associations expand networks, share knowledge, and deliver world-class events.

Toni Brearley, CAE, Chief Executive Officer at AuSAE, said:

“Our partnership with Tourism New Zealand Business Events has opened doors for association leaders to plan unforgettable events and connect with peers across the Tasman. Together, we’ve created opportunities, shared knowledge, and elevated the experiences of our members and their delegates. This partnership reinforces our commitment to fostering strong trans-Tasman collaborations, helping associations innovate, grow, and deliver outstanding value to their members.”

Helen Bambry, Business Events Manager at Tourism New Zealand, added:

“Partnering with AuSAE means we can directly support association professionals in bringing their next international business event to New Zealand – offering assistance, funding, and support to ensure exceptional experiences for both organisers and delegates.”

Watch the Tourism New Zealand Business Events video

What this partnership means for you

For Australian associations:

  • Receive expert guidance and support to bring conferences or member events to New Zealand.
  • Access funding assistance through Tourism New Zealand Business Events.
  • Expand your network and build partnerships with New Zealand peers and industry leaders.
  • Deliver international experiences for members and delegates just across the Tasman.

For New Zealand associations:

  • Strengthen professional connections with Australian association leaders through AuSAE’s network.
  • Share expertise and collaborate on professional development, governance, and member engagement initiatives, and more.
  • Gain visibility within the broader association community in Australia and New Zealand.
  • Access opportunities to host international association events and delegates in New Zealand, boosting local engagement and knowledge exchange.

About AuSAE:

The home for association professionals, the Australasian Society of Association Executives (AuSAE) is the leading - and only not-for-profit, member-based - organisation supporting association professionals in Australia and New Zealand. For 70 years, AuSAE has been a trusted partner for those working in associations, providing professional development, support, and networking to help association leaders achieve organisational goals, advance their careers, and strengthen the wider sector.

About Tourism New Zealand Business Events:

Tourism New Zealand Business Events provides expert guidance, funding, and support to attract conferences, incentives and corporate events to New Zealand.

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For more information about AuSAE, please contact Toni Brearley, CAE:
Toni Brearley, CAE
Chief Executive Officer, AuSAE
E: toni@ausae.org.au
T: + 61 458 000 155

To apply for funding and support to host a conference in New Zealand contact Helen Bambry:
Helen Bambry
Business Events Manager, Tourism New Zealand
E: Helen.Bambry@tnz.govt.nz
T: +61 415 933 325


The Australasian Society of Association Executives

Contact us:

Email: info@ausae.org.au
Phone: 1300 764 576 (within Australia)
Phone: +61 7 3268 7955 (outside Australia)
Address: Unit 6, 26 Navigator Place, Hendra QLD 4011, Australia

                    
        


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