In today’s digital world, associations must continuously find ways to engage their members and provide value beyond traditional events. The 2024 Association Community Benchmark Report from Higher Logic, based on insights from nearly 1500 association members, reveals their top priorities, preferred communication methods, and key factors influencing retention. If your association is looking to strengthen member engagement, this report provides a roadmap for success.

Online communities have become a year-round engagement tool, allowing associations to facilitate networking, learning, and collaboration beyond in-person events. The data in the report highlights key trends in community engagement and offers benchmarks to help associations measure their own community success.

Five Key Takeaways from the Report

1. Engagement Drives Retention
   • The top reasons members join an association are networking and professional development. However, lack of engagement is a leading cause of membership churn. Associations that position their online community as a central hub for discussions, mentoring, and volunteering see significant increases in participation and retention.
2. Personalised Community Experiences Boost Participation
   • Associations that tailor their community spaces—such as chapters, groups, or event-specific forums—report 116% more logins, 70% more discussion activity, and 65% more unique contributors. Providing personalised experiences encourages deeper engagement.
3. Job Boards and Mentoring Increase Member Involvement
   • Communities that integrate job boards see 88% more logins and 87% more unique contributors. Similarly, mentoring and volunteer programs lead to 124% more logins and 53% more contributors. Members value career development opportunities, making these features essential for community success.
4. Automation and Gamification Enhance Engagement
   • Associations leveraging automation to personalize member outreach see 49% higher logins and 250% more discussion activity. Meanwhile, those using gamification tools experience 95% more logins and 42% more discussion activity. Simple elements like badges, challenges, and automated reminders keep members coming back.
5. Email Remains a Vital Engagement Channel
   • The average open rate for community digest emails is 43-59%, surpassing standard association email benchmarks. Many members engage primarily via email digests rather than logging into the community platform itself. Ensuring that community content is delivered effectively through email enhances overall participation.

What This Means for Your Association?

These findings emphasise that a thriving online community is not just an optional add-on—it is a critical driver of membership engagement, retention, and value. Investing in the right technology, integrating career development resources, and leveraging automation and gamification can significantly enhance community success.

Is your association making the most of its online community? Use the benchmarks in this report to assess your current engagement levels and identify opportunities for growth. Whether you’re looking to launch a community, improve engagement, or integrate additional features like job boards or mentoring, this report provides the insights you need to move forward.

For a deeper dive into the insights and strategies download the full 2024 Association Community Benchmark Report today!