How Well Do You Know Your Members? 2024 State of MX Report Insights
As an association leader, you constantly strive to meet your members' needs. But how well do you really know what they're thinking?
Forj recently hosted an interactive webinar designed to challenge association leaders' understanding of their members. This dynamic session allowed participants to compare how they believed their members would answer questions from the 2024 State of Association Member Experience Survey with actual member responses. Live polls mirrored the questions we asked more than 1,000 association members in our annual survey. We then discussed insights on why members responded as they did.
The results revealed that you know your members well—but there are also valuable findings to consider for future growth.
Here, we're walking through the key findings from the survey and exploring how Forj helps you leverage these insights to maximize member engagement and adopt an Agile Mindset to stay competitive and relevant.
Trust in AI-Generated Educational Content
Question #1: Would you trust education content you knew had been partially generated by AI?
Live poll: Most attendees said they believed their members would trust AI-generated content if they knew experts had reviewed it for accuracy.
Actual member feedback: Association members are apt to trust AI-generated content if it is reviewed by experts. Less than 10% expressed outright distrust in AI-generated content. A sizable group of members (28%) said they would trust AI-generated content that summarized a known content source authored by experts.
Insight: Our evolving understanding of AI poses an opportunity for associations to integrate AI-driven content while maintaining trust. The key is to ensure human involvement to verify accuracy and quality.
Journey by Forj is incorporating elements of machine learning into the platform beginning in early 2025, focused on personalized member experiences and connections, and an enhanced administration experience that will include AI-generated, human-reviewed summaries of content.
We maintain that any use of AI should enhance human connection rather than seek to replace it, and that AI-generated content must always include an element of human approval and authoritative review.
Preferred Engagement Methods
Question #2: How do you prefer to engage with other members of your association?
Live poll: Our attendees believe their members would rank in-person engagement first, followed by online community platforms.
Actual member feedback: 49% of association members prefer in-person interactions, and 36% prefer community platforms.
Insight: Post-pandemic, members are seeking more personal connections, but there's also growing enthusiasm for a hybrid approach. Online community platforms offer year-round engagement (and combat Zoom fatigue).
The Forj platforms can help you replicate the vibrancy of a conference that may happen once a year throughout the year - while giving members more control over when and how they engage. Our modern, simple design and always-on approach allow you to meet members where they are, across channels and devices.
Sources of Formal Education
Question #3: In addition to your professional association, where else do you go to access formal education?
Live poll: Our attendees' top three selections were 'training from my employer,' ‘online courses not from an association,' and 'other conferences.'
Actual member feedback: Association members also chose these top three responses.
Insight: Associations can reassess the threats they've previously perceived from online education platforms like LinkedIn Learning. While these resources have gained popularity, associations are differentiated by their ability to convene subject matter experts for better, more tailored learning experiences and personal connections with a curated community of peers that "open to all" platforms like LinkedIn can't match.
We know that "one-size-fits-all" doesn't cut it. Forj allows you to offer high-quality, dynamic learning experiences that are more personalized than mass-market platforms like LinkedIn Learning or other resources, where members learn from one another as well as the experts in your organization.
Preferred Learning Formats
Question #4: How do you prefer to engage in your association's education offerings?
Live poll: Overwhelmingly, attendees believed their members would prefer blended learning (a mix of live interaction with other association members and independent learning).
Actual member feedback: Blended learning is the most popular format with association members.
Insight: Traditional approaches to education no longer meet members' expectations. The popularity of blended learning underscores their desire for flexible formats that combine self-paced and interactive elements. Plus, blended learning has been shown to lead to better learning outcomes.
With Journey by Forj, members learn from each other through formal and informal educational interactions. Our platform supports blended learning, allowing members to seamlessly switch between live sessions and self-paced learning for a more engaging experience.
Primary Reason for Engaging with Learning
Question #5: What is the primary reason you engage with learning from your education?
Live poll: Attendees believed their members would select 'to meet CE requirements' first, followed by 'staying up to date in my field.'
Actual member feedback: 92% of the respondents who selected 'to meet CE requirements' also stated they have a certification or licensure. Among those who don't have a license or certification, 'staying up to date in my field' and 'improving my professional practice' are the most popular responses.
Insight: The CE "hook" doesn't exist in every field, and members focused solely on meeting CE requirements may be harder to retain in the long term. Remember that you have learners with many needs and desires. Focusing on your association's strengths—convening members, creating peer connections, and career-building—delivers unique value.
Journey by Forj excels at bringing members together in meaningful ways, fostering peer connections, and offering career-building opportunities that go beyond fulfilling CE requirements.
Bonus Insights: Digging Deeper into Our Survey Results
During the webinar, we shared some bonus insights not found in this year's report. Here are three additional compelling takeaways from our survey:
- Most Engaged Members = Most Satisfied Members: This year's report revealed that Net Promoter Scores (NPS) are higher for those who engage frequently in their association's online community platform - meaning that those who are more active in their communities are more likely to recommend that association to their peers. This gives us a clear and compelling link between engagement and satisfaction.
- Frequent Engagers Are More Likely to Renew: Members who engage more often in their association's community also tend to renew their memberships. Investing in community-building offers you a clear path to increased member retention.
- Mid-Career Members Value Learning More: While early-career members prioritize networking, mid-career members are more likely to stay with their association for ongoing learning and development. Understanding this difference can help you tailor your offerings to professionals at every stage of their careers.
Journey by Forj is built to help you increase member engagement, foster meaningful connections, and enhance learning outcomes. Learn more about our platforms and download your free copy of the 2024 State of MX Report today.