Aligning Association Offerings with Member Needs

Aligning Association Offerings with Member Needs

Understanding members’ actual needs is crucial yet challenging for associations. Despite the consistent emphasis on member engagement, there remains a disconnect between what members desire and what association professionals prioritize. 

Various industry surveys highlighted in an article by Association Analytics indicate key differences. While nearly half of members value job support and career advancement, far fewer association staff see these as priorities. Similarly, more members than staff value mentoring and ethical standards. This disconnect highlights a common oversight: assumptions about member needs often misalign with reality.

According to the article, one area where the divide is evident is the significance of annual conferences. Although many association professionals see these events as core benefits, only 33% of surveyed members agree, compared to 64% of association staff. With conferences often essential for funding other initiatives, declining member interest could reshape associations’ sustainability in the coming years.

Surveys provide useful insights but are limited by sampling bias and capture only a moment in time. Recognizing this, associations are turning to behavioral data to get a more accurate picture of member needs. Actions—like attending webinars, clicking through emails, or spending time on specific content—reveal preferences that may not appear in surveys. Analyzing these behaviors helps associations refine offerings to meet evolving member expectations.

In short, associations should integrate behavioral data with traditional feedback to accurately gauge member needs, discard underperforming programs, and focus on the services members truly value by aligning association offerings with what members want. Proactive engagement tracking is essential for achieving long-term association health and mission fulfillment.