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Association Membership and Services 2021 Findings Released

ASSOCIATION MEMBER RETENTION STRONG DURING COVID-19

Associations Forum – Australia’s major network of associations - has released Association Membership and Services Survey 2021.

With 217 associations participating this year, the Association Membership and Services Survey findings included:

  • Member retention rates remained relatively strong. Professional associations were the only group that saw a decrease in member retention rates. 
  • During the COVID-19 crisis, a majority of membership-based organisations offered some sort of financial relief to paying members including discounted or free membership, allowing extended payment periods or accepting membership payments in monthly instalments. 
  • Budget restraints continue to be the most common reason given as to why members do not renew their membership. Lack of perceived value is the next most common reason. 
  • Emails, phone calls and social media are still considered to be the most effective channels to retain and regain members.

Associations changed how they serviced their members during the COVID-19 crisis last year. Membership and member services are fundamental to associations and charities, and the main challenge for these organisations is to provide services that members deem essential or highly valuable.

Associations Forum has been conducting the Association Membership and Services Survey for 12 years to develop an understanding of the services that are offered by a broad range of associations and charities, in order to set a benchmark for the sector. 

About Associations Forum

Associations Forum is Australia’s largest broad-based network of associations with over 600 members. Its mission of “bringing associations together to boost performance” is achieved through delivering information, training and advice. Visit www.associations.net.au

For further media information, contact Annie Zhang, Marketing and Communications Officer at annie@associations.net.au or +61 2 9904 8200

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