Association
Top Takeaways from the 2025 Membership Performance Benchmark Report
Discover the top 5 insights from our 10th annual report on member retention, engagement, and growth.
Discover the top 5 insights from our 11th annual report on member retention, engagement, and growth.
The 2026 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 400 membership professionals, the 11th annual report uncovers top priorities and challenges, reveals trends to guide strategic decisions, and shares best practices to improve performance.
Organizations are still riding the wave of momentum from 2025, with several significant performance metrics are up over the previous year. Let's see how your organization's performance compares to your peers'. Here are five key takeaways from the report.
Downlaod the full 2026 report for more details on this year’s strategies to attract, keep, and engage your members more effectively.
Insights from the 11th Annual Membership Performance Benchmark Report:
1. Membership Levels Improved Over Previous Report
The membership landscape looks promising, with 62% of organizations increasing their new-member rates. This is up significantly from 43% in the 2025 report. Another 20% 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.
Live Webinar in February
Live Webinar: A Deep Dive into the Results
Join us on for a deep dive into the report! We'll go through the most important findings and what they mean for you.
- North America/Europe webinar: February 18, 2026
- Asia-Pacific webinar: 19 February 2026
2. Member Engagement Remains a Priority
Member engagement is a critical driver of success, so it's no surprise that it's the top organizational goal of 2026 (page 16).
38% of organizations reported improved engagement, and 43% maintained their engagement rates. 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.
3. Member Retention Rates Are Up
Retention is the foundation of a sustainable membership model. This year’s survey found that 45% of organizations increased their retention rates, up from 32% in the previous report. Another 31% maintained their retention rates. Only 15% experienced a decline, down from the previous report's 20%.
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. Membership Management Software Leads Technology Investments
Technology remains a top priority. From automating routine tasks to delivering data-driven insights, the right tech stack can revolutionize your processes.
- 71% of membership organizations have or will invest in membership management software in 2026.
- 42% of membership organizations have or will invest in events/conference technology in 2026.
- 36% of membership organizations have or will invest in a Learning Management System (LMS)/certification software in 2026.
- 35% of membership organizations have or will invest in community/mobile engagement technology in 2026.
- 29% of membership organizations have or will invest in AI tools in 2026.
Turn to page 8 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.
5. Data-Driven Organizations See Better Performance
Data-driven organizations are taking center stage because they’re prepared for the challenges ahead. Those with data that’s easy to access and clearly defined performance metrics are seeing tangible positive outcomes.
Only half of membership organizations have fully defined and regularly reviewed performance metrics. These respondents are significantly more likely to enjoy "well above" average member satisfaction and to have increased member retention over the past year. See the full breakdown on page 17, including what percentage of organizations informally track metrics, how many are working on it, and how many don't track performance metrics at all.
Setting performance metrics is clearly valuable, but can you pull the data to see if you're meeting those metrics? Less than half (43%) of membership professionals can easily access and understand performance data. But these respondents are seeing higher member acquisition and engagement than their peers who can't easily access that data. See more on page 18.
Ready to Take Your Membership Strategy to the Next Level?
2026 Report
Download the full report for deeper insights.
These findings are just a taste of the full report.
Download the 2026 Membership Performance Benchmark Report to discover data-driven strategies to help you thrive in the year ahead.
