The 5 Lessons We Learnt From The 2025 Membership Marketing Benchmarking Report

The 2025 Membership Marketing Benchmarking Report provides crucial insights for enhancing membership growth and retention in clubs and associations. Key takeaways highlight the paramount importance of clearly communicating member value, understanding evolving growth trends, and optimising membership renewal strategies. Furthermore, the report highlights the growing effectiveness of paid advertising and the crucial role of innovation, including the strategic adoption of AI, in driving sustained organisational success.

The 17th annual Membership Marketing Benchmarking Report from Marketing General Incorporated has been released, full of interesting and valuable insights for anyone who runs any kind of membership organisation. Just like last year, yours truly has read through the entire report. So, today let’s talk about five essential things you should take away from this year's report. Like last year, yours truly has delved into the entire report. 

 

 

So today, let’s unpack five important takeaways you should implement from these latest findings, based on experiences throughout 2024.

Over 450 different associations were surveyed for this year’s report, sharing their experiences from the previous calendar year. By looking at this detailed review of 2024 in membership management, we can gain crucial insights to help plan for improvements through the rest of 2025 and into the coming year.

1. Communicating The Value Of Your Membership Is Key

Once again, one of the single most important things when it comes to the success of your organisation is being able to communicate the value of your membership clearly. 

The number one reported reason why prospects don’t sign up for membership is that they don’t see the value in the membership. Likewise, the most reported reason for not renewing memberships is a “lack of perceived value”. 

Basically, the single most common reason that members don’t join or leave is that they don’t see the value in paying for membership. The Membership Marketing Benchmarking Report says, and I wholeheartedly agree, that this is not due to a lack of value in these memberships, but rather an inability to properly communicate the value of membership. 

Here is a longer quote from the report outlining this. 
 

“One of the top reasons noted for these reduced ratings is that associations say they are challenged with how to articulate the value they offer. This concern is notable because, as previously mentioned, membership renewal rates remain stable at 84%. Members do not continue to pay dues year after year if they are not receiving value. So, associations’ challenges may be more in understanding their value than in not having value to share.” - 2025 Membership Marketing Benchmarking Report

 

Essentially, association’s memberships have value, if they didn’t renewal rates would be much lower than 84%, the issue is that they are struggling to effectively communicate that value and that’s why 63% of missed member sign ups are chalked up to “a lack of understanding the value of membership”. 

The moral is that you need to be able to clearly communicate your club or association’s value. For more on how to do that, read Why Demonstrating Membership Value is Key to Increasing Member Retention.

2. Membership Growth Is Slowing 

Overall, the industry is still seeing a growth in membership numbers, though it is slowing down. So it’s easier to digest, let’s break this all down into three subcategories. 

Overall Membership Numbers

45% of associations reported growth in 2024, down from 47% the previous year; 26% reported membership decreases, up slightly from 21% the previous year. The median membership growth was 5% and the median loss was also 5%, so even when organisations are gaining or losing members, it’s incremental..  

Gaining New Members

Membership acquisition is down slightly too; 47% of organisations reported an increase in new members compared to 51% the previous year. 15% of organisations reported a decrease in new members compared to 11% the previous year.  

Membership Renewal Rates

Some good news here: membership renewal rates are both stable and high. The median renewal rate is 84% and the median renewal rate for members after their first year in the organisation is 74%, both unchanged from the previous year. Further backing up the previous assertion that it’s not a lack of value that is causing members to drop off. 

The Younger Generations Are Key 
 

 

I know it’s a little cliché, but it’s true, getting the younger generations into clubs and associations is critical to their long-term success. This is something backed up by the Benchmarking Report. 
 

“However, the associations that successfully reach these younger generations and have a higher percentage of Gen Z and Millennial members are more likely to report positive outcomes, such as increases in one-year and five-year membership numbers.” - 2025 Membership Marketing Benchmarking Report. 

 

If we look at how the various generations make up memberships, we can see that Gen X (45 - 60) is now the largest group within memberships. Gen Y, better known as millennials (29 - 44), now make up a full quarter of memberships. While the number of Boomers (61 - 79) in membership is reducing and will continue to reduce over the coming years, they still make up more than a quarter of members.  

 

 

We can also see that Gen Z (13 - 28) are remaining stable at 11% of membership, which is impressive, seeing as a third of them are still 18 and under. Interestingly, the number of Silent Generation (80 - 96) in memberships has increased from 7% to 11% over the past year. This is an unusual increase for a generation whose general population is decreasing; though it’s likely safe to say that we will continue to see the number of the Silent Generation in membership organisations decrease in the coming years.   

For some info on how to actually go about getting younger members, read How To Attract Younger Members To Your Club.

3. Keys To Effective Membership Renewals

There is a lot of interesting information in the report about the best ways to run membership renewals in order to make them more effective, so let’s have a look. 

Fixed Vs Rolling Membership Renewals

45% of organisations have fixed membership renewals, while 51% have rolling renewals based on the join date of members. Fixed renewals are down a little from last year, while rolling renewals are up. However, this may not be a great thing, as according to the report, associations with fixed membership renewals are more likely to have renewal rates of 80% or higher, and are less likely to report declines in renewal rates and overall member numbers.  

Membership Dues 

Regarding membership dues, according to the report, 38% of organisations raise their fees "as needed," while 24% implement annual increases. Only a small fraction, 5%, reported never raising their membership fees. Overall, nearly half (49%) of associations increased their membership dues in 2024. It’s worth noting that the report says, “Annual dues increases are positively correlated with renewal rates above 80%.”. While correlation is not causation, it is reassuring to know that there do not appear to be negative consequences to member numbers due to raising membership dues. 

Renewal Reminder Methods

Unsurprisingly, emails are king of renewal reminders with 100% of organisations using emails as part of their renewal reminder system. With associations sending an average of six reminder emails out per member.  51% of associations also use phone calls as part of their renewal reminders. Which, according to the report, works quite well. 
 

“Associations reporting overall renewal rates and first-year member renewal rates of 80% or higher significantly more often employ phone calls than associations with lower renewal rates.” - 2025 Membership Marketing Benchmarking Report.

The respondents could also select their three most successful forms of renewal reminders; the top three most useful forms of communications were: 

1. Emails - used by 100% and 84% found it most effective 
2. Mail - used by 52% and 28% found it most effective
3. Phone calls - used by 51% and 27% found it most effective

It’s a pretty similar story when it comes to lapsed memberships, too. The respondents could also select their three most successful forms of reconverting lapsed memberships; the top three most useful forms were: 

1. Emails - used by 94% and 70% found it most effective 
2. Phone calls - used by 48% and 35% found it most effective
3. Mail - used by 34% and 13% found it most effective

It’s important to note that when we are talking about phone calls, that is specifically phone calls from members of the organisation’s admin team. We are talking about someone the member knows giving them a call. Telemarketing phone calls from a third party on behalf of an organisation were less effective across the board. With only 9% saying they were an effective renewal tool, and only 4% saying they were effective at reengaging lapsed members. 

When members fail to renew their memberships, 43% of organisations provide a grace period of two to three months before revoking their rights. Additionally, an increasing 23% offer a grace period of just one month, while 19% do not provide any grace period at all. There is no concrete evidence to determine which is best. Still, associations with lower grace periods typically exhibit lower renewal rates. In contrast, those with two to three-month grace periods tend to show stronger long-term growth.  

For some tips on how to improve your renewal process, check out 3 Things You Can Do To Improve Your Membership Renewal Rates.

4. Paid Marketing Works

Paid digital advertising is becoming increasingly popular, with 73% of organisations now utilising some form of paid online marketing, up from 68% the previous year. It's important to note that this survey was conducted among associations rather than clubs. While pretty much everything we've discussed so far applies to both, the upcoming section may be more relevant for associations. If you run a club, please read this section, but keep in mind that we are focusing on marketing data for associations.

For instance, the most common form of paid advertising for associations is on LinkedIn, which may not be the ideal platform for a car club to advertise on. 

The most popular forms of paid advertising are: 

1. LinkedIn - used by 41% of associations
2. Search Engines - used by 36% of associations
3. Facebook - used by 35% associations 
4. Retargeting - used by 34% of associations

The use of paid advertising is looking like an effective strategy for those who use it. Associations that utilise paid advertising are more likely to report higher membership growth, higher renewal rates, and greater long-term growth. 

Unsurprisingly, the number one reason associations cite for not using paid advertising is a lack of funds, with 42% of respondents pointing to it as the primary barrier. Which is completely understandable, budgets are always tight and sometimes paid advertising can be a bridge too far. 

However, the second and third most common reasons for not using paid advertising are “we don’t think it’s necessary” and “we don’t believe there will be enough ROI”. Based on the report, paid advertising is absolutely worth it and does deliver ROI. So if you can afford to do it, do it. 

Marketing Budgets

As we covered, a lot of organisations simply can’t afford to pay for advertising, so let’s have a quick look at what people are paying in advertising. 

The median marketing budget is $5,620; it doesn't specify the currency, but I assume that it is in USD. 12% of associations are spending less than $5,000 a year on marketing. All of which means that even a small investment in paid advertising may be well worth it in the long run.  

5. Innovate and use AI 

Innovation is proving to be a key for associations, with organisations that introduce new systems, benefits, and initiatives showing stronger membership growth. In 2024, 43% of associations introduced at least one new member benefit, 25% refined their member onboarding processes, and 22% expanded their marketing efforts. 

The adoption of AI is also gaining traction. 31% of associations are now either using AI or implementing it, a significant jump from just 18% the previous year. A further 49% are open to exploring ways to incorporate AI. When it comes to practical applications, content creation is by far the most popular use of AI, followed by data analysis and SEO optimisation.

The data show that associations leveraging AI in their content creation and marketing efforts are more likely to report growth in their member numbers. Overall, embracing both general innovation and the strategic use of AI appears to be a powerful formula for increasing membership.
 

“Whatever the new initiative, the data from this year’s report continue to show that innovation is positively correlated with membership growth.” - 2025 Membership Marketing Benchmarking Report.

It's worth noting that the primary barrier for associations not using AI is cited as "Staff limitations - expertise or bandwidth." This challenge may often stem from an aging membership, particularly within committee roles. Actively recruiting younger members, especially onto committees, could significantly help associations by bringing in individuals who are inherently more familiar and better equipped to leverage AI technologies.

Which reminds me of this quote by the legendary Douglas Adams. 

 

 

Clearly, many people older than 35 are not only using but specialising in AI, but it’s a good reminder that focusing on attracting younger members can positively influence your organisation's capabilities.   

Putting It All Together

We’ve covered a lot of ground in this article, so let’s talk about the key takeaways from the 2025 Membership Marketing Benchmarking Report. Most of which will be things we have already covered, but there are several useful takeaways to go over that didn’t fit into any of the above categories. 

4 Things Your Membership Organisation Should Be Doing

Membership growth is slowing, making it more crucial than ever for organisations like yours to innovate in how you attract and retain members. To keep your club or association thriving, consider these key strategies:

1. Prioritise Member Retention
   • Master Your Renewals: Don't just send one reminder. Effectively use emails and phone calls for renewal reminders.
   • Offer a Grace Period: Give lapsed members a two to three-month grace period.
   • Reengage Lapsed Members Proactively: Beyond the grace period, use targeted emails and phone calls to actively reach out and win back past members.
      
2. Embrace Strategic Growth & Innovation:
   • Recruit Younger Members: Associations successfully attracting younger demographics are generally looking healthier across the board. Focus efforts here to build a sustainable future.
   • Innovate Continuously: There's a strong, undeniable link between organisations that are innovating (new systems, benefits, initiatives) and those experiencing membership growth.
   • Leverage AI: The strategic use of Artificial Intelligence is increasingly linked to membership growth. Explore how AI can streamline operations, enhance content creation, and boost marketing.
      
3. Invest Smartly in Marketing:
   • Don't Shy Away from Paid Advertising: Investment in paid marketing is proving to provide a good Return on Investment and is a worthwhile strategy for growth.
   • Explore LinkedIn Advertising: For professional associations, especially, paid advertising on platforms like LinkedIn is proving to be both popular and highly successful.
      
4. Optimise Your Renewal Structure:
   • Consider Fixed Membership Renewals: While slightly less popular than rolling renewals, fixed membership renewals are linked to better long-term growth and administrative simplicity.

Where To From Here?

Look, that likely gave you a whole lot to think about, so I won’t overwhelm you with things to read next. However, if you do want a little help with AI, we have a whole blog category dedicated to it, so feel free to bookmark it for future reference. Artificial Intelligence To Help Your Club.