Insights from the 2024 Association Community Benchmark Report: A Roadmap to Boosting Member Engagement

The results for 2024 are in: and they suggest that making your community a central hub for all your initiatives makes for an easier, better member experience and creates more reasons for members to log in and engage.

About The Community Benchmark Report

In an era where virtual spaces for networking and resource sharing is vital, the 2024 Association Community Benchmark Report from Higher Logic offers crucial insights into how associations can optimize their online communities for enhanced member engagement.

The report is compiled from anonymized data across approximately 1,500 associations and nonprofits. It highlights trends, benchmarks, and actionable strategies that can help organizations put their community performance into context and improve.

While we encourage you to access the full report, below we offer a brief look at just some of our findings for 2024.

A Holistic Approach is The Future of Member Engagement

The report reveals that community engagement is a pivotal factor in providing member value. Your community helps boost your mission and programs, and vice versa!

Associations that view their online communities not just as networking platforms but as comprehensive hubs for their initiatives and member benefits – including things like volunteering, mentoring, and accessing resources – see significantly higher engagement rates. For instance, organizations that integrate volunteering and mentoring into their communities experience 124% more community logins, 50% more discussion activity, and 53% more contributors.

This demonstrates the power of a holistic approach to community management, where members are continuously engaged through value-driven activities.

Benchmark Data: How Does Your Community Stack Up?

On average, only 15% of community members are active within a 120-day period, either by logging in or participating in discussions.

This might seem low, but the data suggests that different members log in at different times, meaning a broader segment of the community engages over time. Monthly, communities average 506 unique logins, with 14% of those users actively contributing to discussions.

With this in mind, it’s crucial to recognize the value of all your community user personas – including “lurkers” or “consumers” in the community—those who read posts, download resources, and stay informed without active participation. These members, while not visibly engaged, still derive significant value from the community, contributing to overall member satisfaction and retention.

The Power of Community Email Digests

Community email digests play a vital role in keeping members engaged.

The report shows that the average open rate for community digest emails is 43%, with more personalized digests reaching up to 59%. These digests serve as a daily or weekly touchpoint, ensuring that even members who don’t log into the community regularly have an opportunity to realize value and stay connected with the community’s happenings.

Associations are encouraged to auto-subscribe new members to these digests to boost engagement from the start.

Community Resource Libraries: A Growing Asset

Resource libraries within communities are increasingly popular, with members downloading resources over 3,000 times on average last year.

The addition of well-organized, easy-to-navigate libraries enhances member engagement by making valuable content easily accessible. Communities that prioritize the growth and maintenance of their resource libraries see a marked increase in overall member participation.

And with Higher Logic’s new AI features – Bulk Upload and AI Suggested Tagging – it’s easier than ever to cultivate and organize your community resource library.

Community Trends and Comparisons: Size and Age Matter

Larger communities naturally have more logins and discussion activity, but they often see a lower percentage of contributors relative to their size. This underscores the importance of tailoring community strategies to the specific needs and characteristics of your audience.

Additionally, the report indicates that the longer an association has invested in its community, the higher the engagement rates. This suggests that consistent effort in community management pays off in the long run.

Strategic Community Management for Lasting Engagement

The 2024 Association Community Benchmark Report is a valuable tool for associations looking to measure and improve their online community performance.

By adopting a broad, strategic approach, integrating multiple member benefits, and leveraging tools like email digests and resource libraries, associations can significantly boost engagement and member satisfaction.

Regularly tracking and comparing your community’s performance against industry benchmarks will help ensure that your community remains a vibrant and valuable resource for your members.

These Findings Only Scratch the Surface

For associations aiming to create a more engaged and active community, the insights from this report provide a clear roadmap to success. And the full report will give you a wealth of information, findings, and recommendations that go far deeper than this post, including:

• Community Engagement Trends
• Community Digest Open Rate
• Monthly Discussion Activity
• The Positive Impact of:
  • Adding Volunteering and Mentoring
  • Enabling Job Boards
  • Incorporating Personalized Microsites for Chapters, or Groups with Community
  • Using Automation Rules
  • Using Gamification

And more!