What's Happening?
According to the 2026 Membership Performance report by iMIS, U.S. associations are experiencing a significant increase in membership retention, with 45% of leaders reporting higher retention rates compared to 32% last year. The survey, which included
over 400 association professionals, also noted that 38% of respondents saw an increase in member engagement, while 43% maintained steady engagement levels. Organizational leaders express confidence in future growth, attributing success to effective data tracking and performance metrics. The report highlights that sponsorships, advertising, events, and educational programs are the top revenue streams for associations. However, challenges remain, particularly in system integrations and data management, prompting investments in technology to enhance membership management and engagement.
Why It's Important?
The uptick in membership retention and engagement is a positive sign for U.S. associations, indicating a reversal of the declining trends seen in previous years. This development is crucial for the sustainability and growth of these organizations, as membership fees and engagement are primary revenue sources. The increased confidence among leaders suggests a more stable and optimistic outlook for the sector, potentially leading to more robust advocacy and service delivery. The focus on technology and data management reflects a broader trend towards digital transformation, which could enhance operational efficiency and member satisfaction.
What's Next?
Associations are likely to continue investing in technology to overcome data management challenges and improve member engagement. Efforts to regain lapsed members will be prioritized, with strategies such as targeted outreach and personalized communication. As associations adapt to changing member expectations, they may explore new revenue streams and innovative engagement methods. The ongoing digital transformation will play a critical role in shaping the future of associations, influencing how they interact with members and deliver value.
