A new research report published today reveals why some trade associations are more successful than others at keeping their members happy.   Preliminary results are being issued during the M&IT show at Olympia (UK).  A fuller, more detailed report, following six months' further research, will be presented at the IMEX Association Day in Frankfurt on April 18th next year.

The report was researched and compiled for Association Gateway, the not-for-profit resource for association leaders, by Resources for Associations. It was sponsored by IMEX, the benchmark worldwide exhibition of the incentive travel, meetings and events industry.

192 professionals completed the survey.  Their responses were used to review why professionals might join - or leave - an association and what they expect from their membership.   Initial findings suggest professional associations must be much better prepared to demonstrate and maintain a return on the investment made by their members.  

Results show the majority (61%) join in order to gain access to best practice. 58% do so to keep up-to-date with industry news whilst 51% want to benefit from educational activities. Networking for business or social reasons (49%), learning about job vacancies (35%) and meeting professional requirements (33%) were also important 'attraction' factors.

It is already widely known that members feel they achieve the best value from their membership when they experience effective levels of personal communication, receive relevant information and are also actively involved as a volunteer.  The survey results further showed there was clear agreement on issues such as frequency and quality of communication plus location and frequency of association meetings.

Commenting on the results, Carole McKellar, Managing Director of association management company, Resources for Associations, said, "This exercise shows very clearly that, in developing a member care policy, it is critical for associations to consistently and actively manage their members' expectations.  Once associations know more about these factors, they can make more profitable and informed decisions about their membership recruitment and retention programmes.

We're aiming for 1000 more responses over the next six months.  This should give us valuable data on different industry sectors as well as countries.  In this way we'll be able to identify trends at both a European and more local level."

The IMEX Association Day has become one of the most popular and influential events in the European association calendar.  Next year numbers are expected to top 250 for the full day and evening programme, with more than 2/3 of buyers staying on at the show for a further two days.

Association Day provides a unique opportunity for association-hosted buyers to join in a full programme of tailor-made educational and social sessions. It is designed to give them a rare opportunity to meet and exchange views and to become better informed on relevant industry issues.

The event is organised by ICCA in collaboration with ESAE, ASAE, AIPC, IAPCO, IAEM and IACVB.  It takes place in Frankfurt the day before IMEX begins.