Top Takeaways from the 2025 Membership Performance Benchmark Report

The 2025 Membership Performance Benchmark Report is here, and it’s packed with actionable insights to help associations, unions, and non-profits thrive. With input from over 200 membership professionals, the 10^th annual report uncovers top priorities and challenges, reveals trends to guide strategic decisions, and shares best practices for peak organizational performance.

Organizations are still riding the wave of momentum from 2024, and the data shows confidence in the future remains strong. Here are five key takeaways from the report - see how your organization’s performance compares to your peers’.

Downlaod the full 2025 report for more details on this year’s strategies to attract, keep, and engage your members more effectively.

 1. Membership: Growing Your Community

The membership landscape looks promising, with 48% of organizations increasing their new-member rates this past year. 26% held their membership base steady. Effective recruitment strategies paired with seamless onboarding help ensure new members feel valued and connected from day one.

For proven tips to enhance your recruitment efforts (including this year’s top five strategies to bring in new members), turn to page 11 of the report.

2. Engagement: Driving Deeper Connections

Member engagement remains a critical driver of success. 38% of organizations reported improved engagement, and 43% maintained their engagement rates steady. Very few (5%) saw a decrease in engagement.

This speaks to the value of consistent communication, personalized interactions, and impactful programs. Engaged members are more likely to renew and advocate for your organization. 

Page 15 offers real-world examples of how an engagement plan can significantly boost key performance indicators.

3. Retention: Boosting Member Loyalty

Retention is the foundation of a sustainable membership model. This year’s survey revealed that 32% of organizations increased their retention rates, and 43% maintained their retention rates. Only 20% experienced a decline. Retaining members not only stabilizes revenue but also strengthens the sense of community within your organization.

Want to know why members don’t renew and how to win them back? The report covers the top reasons and offers practical tips on pages 13-14.

4. Technology: Investing in the Future

Technology remains a top priority, with 68% of organizations investing in new membership management software to streamline operations and improve member experiences. From automating routine tasks to delivering data-driven insights, the right tech stack can revolutionize your processes.

Explore page 7 to see which tools organizations are prioritizing this year. 

3-Minute iMIS Tour

Struggling to identify membership trends? 

iMIS® is the only Engagement Management System (EMS) purpose-built for the way associations, unions, and non-profits work.

CRM ✔ Accounting ✔ Events ✔ Personalized web portals ✔ Automation ✔ Dashboards and reporting ✔ The list goes on.

See how iMIS empowers you to learn from every member interaction — putting you on a clear path to continuous performance improvement. 

Watch a 3-Minute Quick Tour

5. Confidence: Planning for Growth and Sustainability

Confidence in the future remains high, with 85% of participants feeling optimistic about their organization’s growth and sustainability. This reflects a commitment to strategic planning, member engagement, and the adoption of innovative solutions. 

Page 20 gives you a full breakdown of how associations, unions, and non-profits are feeling about their 2025 growth. 

Ready to Take Your Membership Strategy to the Next Level? 

2025 Report

Download the full report for deeper insights.

These findings are just the beginning.

Download the full 2025 Membership Performance Benchmark Report to discover actionable strategies to help your organization thrive in the year ahead.

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