Association CEO Index 2024 - Flipbook - Page 42
42
Association CEO Index 2024
Membership index
CEOs report a strong focus on member issues, but gaps in
communicating membership benefits and value proposition exist.
Australian and New Zealand association CEOs
report an overwhelming majority (88%) are focused
on the issues facing their members. This suggests a
widespread recognition across the sector of the
importance of addressing member needs.
Of interest, larger associations with over 5,000
members appear to be more effective in
understanding and communicating the value of
membership, with 90% ensuring members are
aware of their benefits.
However, while 74% of associations understand the
value members derive from their membership, there
is considerable variation in how well these benefits
are communicated. Professional associations
appear highly focused in this area, with 81%
ensuring that members are fully aware of the
benefits they receive. This is not as pronounced in
industry associations (65%).
In contrast, smaller associations with up to 500
members, while still member-focused (84%),
struggle more with creating a compelling
membership value proposition, with only 58%
reporting success in this area.
Moreover, while 64% of CEOs believe their
associations have created a compelling
membership value proposition, industry
associations are slightly more confident in this area,
with 70% reporting confidence in the value they
provide members.
This would tend to indicate that there is still room
for improvement in this area and highlights the
ongoing challenge for some segments to clearly
articulate and deliver the value of membership,
despite their strong focus on addressing
member issues.
71.3
Membership
Index Score
Membership effectiveness ratings, 2024
Agree
Neutral
Disagree
64%
74%
71%
14%
17%
7%
5%
13%
11%
15%
Is focussed on the issues facing
members
Understand the value members
derive from their membership of
our association
Make sure members are aware of
the benefits of membership
Have created a compelling
membership value proposition
88%
21%
Q. How much do you agree you / your association:
