Question: How will associations be economically impacted in 2022 by the challenges of the past two years?
Answer: Marketing General Incorporated shared the answer in its recently released 3rd edition of the Association Economic Outlook Report.
The current research provides insight into a powerful economic rebound that associations anticipate for 2022 and what changes in staffing, meetings, and spending they plan to continue as they recover from the challenges of the past two years.
Key highlights from the survey indicate:
- Over the course of 2021, 71% of associations saw increased member engagement and 85% of associations expect an increase in member engagement in 2022.
- Associations have returned to pre-pandemic messaging and are emphasizing benefits of membership such as networking opportunities.
- Throughout 2021, 56% of associations report that their membership marketing budget did not change from 2020, while 25% saw an increase in their membership marketing budget in 2021. For 2022, 44% of associations expect an increase in their membership marketing budget.
- Overall, associations have a positive outlook for 2022, with expected increases in membership, renewals, and engagement; an optimistic financial outlook for the end of the year; a return to in-person events; and anticipated increases in their marketing budgets.
Marketing General Incorporated is the nation’s largest marketing agency working exclusively with membership associations. During the past 40 years, MGI has helped hundreds of associations and relationship-based organizations increase their membership and certificant bases, improve retention, enhance member engagement, grow dues and non-dues revenue, and gain new insights through market research and analysis.