Unlocking Growth, Engagement, and Sustainability for Your Members

The 10th Annual Membership Performance Benchmark Report is more than just numbers—it’s a testament to the resilience and innovation of association professionals. The findings reveal an industry that is thriving, adapting, and pushing forward despite challenges. Membership is growing, engagement is rising, and confidence in the future has never been stronger.

But the work isn’t done. Your members need you now more than ever. Their expectations are shifting, and the way you connect, engage, and retain them will define your success in 2025 and beyond. With nearly 70% of associations investing in technology and member experience taking center stage, the message is clear: those who embrace digital transformation and strategic engagement will lead the way.

The 10th Annual Membership Performance Benchmark Report by iMIS provides valuable data and insights into membership engagement, acquisition, retention, and technology trends. With over 200 association leaders participating in the survey, the report sheds light on key priorities, challenges, and strategies shaping the association landscape in 2025.

Key Takeaways from the Report

1. Membership Growth & Retention Are on the Rise

• 48% of associations reported an increase in new member acquisitions.
• 32% saw a boost in retention rates, with only 20% experiencing a decline.
• Events and member referrals remain the top strategies for recruiting new members.

2. Engagement Strategies Are Paying Off

• 38% of associations reported higher member engagement levels.
• Organisations with a structured engagement plan saw notable increases in event attendance and renewal rates.
• Automated renewals are proving effective in improving retention rates and reducing administrative burdens.

3. Technology Investment Is a Priority

• 68% of organisations are investing in new membership management software to streamline operations and enhance member experiences.
• 70% have transitioned to cloud-based systems, ensuring seamless data management and accessibility.
• Digital transformation, including AI and automation, is gaining traction to personalise member interactions.

4. Generational Differences Impact Priorities

• Gen X (48%) dominates the leadership demographic, focusing on engagement and retention.
• Millennials (28%) prioritize enhancing the member journey and leveraging technology.
• Gen Z (5%) is the most optimistic generation about the future of associations.

5. Financial & Operational Challenges Persist

• Budget constraints remain a top concern, particularly for Gen X leaders.
• Data silos and extensive system customizations hinder operational efficiency.
• Associations are seeking better reporting tools to make data-driven decisions.

What This Means for Association Professionals

This year’s benchmark report confirms that associations are maintaining strong momentum post-2024. The emphasis on engagement, technology, and data-driven decision-making underscores the need for continued adaptation to evolving member expectations. Investing in member experience, optimising recruitment strategies, and embracing digital transformation will be key to sustained growth and success.

What’s Next?

If you’re looking to enhance your association’s membership performance, consider implementing structured engagement plans, leveraging automation for renewals, and evaluating your tech stack for efficiency improvements.

Want to compare your organisation’s performance to industry benchmarks? Download the 2025 Membership Performance Benchmark Report by iMIS and explore actionable strategies to elevate your membership success.