Rethinking Your Association’s Individual Memberships

Rethinking Your Association’s Individual Memberships

A Spark Consulting article identifies a key challenge in increasing an association’s individual memberships: while group memberships account for 80% of total membership and are usually paid for by companies, individual memberships are self-funded, tend to be more expensive, and offer fewer benefits. This disparity in pricing and value makes individual memberships less appealing.

However, the article notes that simply lowering individual membership costs or increasing benefits would not be the right solution. The association had sound reasons for encouraging group memberships, including greater team engagement and easier administration. Instead, the key was to understand what differentiates individual members from those who join through a group.

By analyzing factors such as company size, industry segment, or career stage, the association could identify why certain professionals opt for individual membership. This insight would allow them to tailor offerings that meet those members’ unique needs rather than forcing an artificial balance between group and individual memberships. When structured correctly, membership options will naturally align with what members seek, making price differences less of a deciding factor.

For association executives, the takeaway is clear: before adjusting pricing or benefits, first understand why members choose one option over another. A well-segmented membership structure that addresses diverse needs will drive sustainable growth and engagement, ensuring that members join in the way that best serves them and the association.