Facing Challenges and Embracing Opportunities: Insights from the 2023 Association Benchmarking Report

As we look ahead to 2023, various factors such as inflation, political issues, and global conflicts may have an impact on the economy and the well-being of association members. However, a recent 2023 Association Benchmarking Report, conducted by Naylor, also highlights positive developments. According to the report, respondents have bounced back from the effects of COVID-19 by focusing on effective engagement tools, staffing improvements, non-dues revenue, and in-person events. Despite these positive developments, associations still face some challenges that need to be addressed.

While some departments have adequate staffing, others require more employees. Associations also need to improve communication via print, digital, and social media, particularly in situations where they cannot hold in-person events. Hesitation in outsourcing tasks may be related to insufficient non-dues revenue.

Post-pandemic, in-person engagement is a top priority for associations as they seek face-to-face interactions. Traditional conferences and trade shows have become more valuable, while virtual and hybrid events have lost favor. Social media engagement has also decreased, with LinkedIn remaining a valuable platform, but Facebook losing popularity.

Despite the availability of continuous technology, communication frequency has dropped. This is due to challenges such as resource scarcity, communication strategies, integration, and perceived member busyness. Over 40% of respondents preferred a single engagement strategy. While staffing has improved in various areas due to a thriving job market, the marketing department has fallen behind. Generating non-dues revenue remains a key challenge, leading associations to proactively tap into untapped sources. Outsourcing advertising sales increased, but other revenue sources like job posting, exhibitor, and sponsorship sales were underutilized.

Most associations are aware of their shortcomings and are working towards better communication practices, but there is still an urgent need for improvement. As the landscape of opportunities and challenges continues to evolve in 2023, the findings from the benchmarking report provide a valuable compass for associations aiming to enhance their engagement strategies. By focusing on bridging the gaps in staffing, customization, and revenue generation, associations can better serve their members’ evolving needs.