Top Association Management Predictions for 2017


For the upcoming year, Aptify just released a report titled, Top Association Management Predictions for 2017.  I was asked to provide my perspective on where membership is headed.   Here are the three predictions that I shared.

  1. Continuing Membership Growth – For the eighth consecutive year, according the 2016 Membership Marketing Benchmarking Report, the number of associations reporting an increase in membership counts (49%) has substantially surpassed the number reporting a decline in membership (22%).  In 2017, membership will continue to be the glue that enhances networking, information distribution, and sales for associations. 
  2. Evolving Membership Models – Over the last few years, many associations have re-evaluated and changed their membership model by creating tiered membership structures or hybrid memberships.  In 2017, many associations will evaluate and adjust their membership product to meet the changing needs in the marketplace.
  3. Adding Online Inbound Marketing – Because they have so much content to share and very defined audiences, inbound marketing is an ideal channel for associations.  In 2017, in order to build worldwide awareness and demonstrate relevance, associations will rapidly adopt this channel as part of their existing marketing mix.

The full report is available as a free download with a site registration.  It is a good read. 

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