More than half of UK membership organisations and charities were unprepared for lockdown
66% have experienced increased demand for membership services
70% of membership organisations offering physical events report decreased revenue.
These are among the findings of exclusive research conducted by Synergy, membership strategy consultant Gordon Glenister and Pelican Communications.
The online survey with more than 350 membership organisation and charity leaders was carried out in July and followed-up with a series of in-depth interviews with organisation bosses.
At a time when many membership organisations were forced to refocus and manage their resources, the aim was to examine the impact on their membership communities and how they have adapted their business strategies.
While there have, of course, been many negative outcomes of the lockdown, the pandemic has also presented opportunities and instigated positive change. We’ve uncovered many examples of this within the membership community.
The research found that, while many trade associations and professional bodies have been under extreme pressure to sustain membership and other services, they have also experienced a renewed sense of purpose.
Over the past few months, associations have become the ‘go-to’ source of guidance and reassurance for their members. Communicating the latest news and advice has been a vital service and highlighted the value membership organisations provide.
The research also revealed the financial impact the pandemic has had on trade associations. Those offering physical events have been hit particularly hard, with 70% reporting decreased revenue.
For association and membership leaders the future is uncertain; the way they work and manage operations will never be the same again. We have moved forward in the digital space by at least 10 years, albeit at a cost, this year. Nevertheless, COVID-19 has made us all think about global opportunities and given associations valuable insights into what members really want and how they interact with members going forward.
The full report gives invaluable insight so please order your complete, complimentary copy now.
Order the full report https://synergy-print.co.uk/insight-advice/insight/