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CEOs discuss key challenges and opportunities for membership organisations today.
Published on 21 January, 2025
On the 9th of January 2025, 40 CEOs and other senior leaders from membership organisations across the UK gathered to hear the annual state-of-the-nation report from Memcom, the membership body for membership organisations.
With the profile of the audience, the panel session following Research by Design’s presentation always promised to be a lively affair, and so it proved to be. As one member of the audience said: “We have a room full of CEOs – the questions will keep coming.”
James Murphy, Director of Marketing, Policy and Insight from IOSH joined Research by Design’s Ben Harris (Associate Director) and Ruth Bolle (Managing Partner) to answer audience questions.
The panel discussion provided a dynamic and thought-provoking exploration of the survey findings, sparking energetic debates among the CEOs and senior leaders in the audience. The questions were as insightful as they were challenging, delving into the key issues facing membership organisations today.
Watch highlights from the dynamic panel event discussing the Memcom 2024 State of the Sector survey.
Staff retention and internal dynamics
Staff retention emerged as a recurring topic - audience members highlighted the dual challenges of retaining long-serving staff while ensuring organisations remain dynamic and relevant. The idea of internal churn targets—whether associations should aim for a certain level of staff turnover—provoked considerable debate, revealing it as an area ripe for further exploration.
The role of salaries and values
The survey data clearly indicated that salaries remain the most significant factor in staff retention. However, this finding elicited mixed reactions. Some leaders in the room argued that values and a sense of purpose—providing team members with the feeling of "doing something valuable"—were just as critical in creating a motivated and committed workforce.
Balancing flexible working expectations
Flexible working, a hallmark of the modern workplace, naturally became a focus of discussion. While the survey didn’t delve deeply into this area, several attendees shared their current practices, with many adhering to a "2-3 days in the office" policy. The consensus appeared to be that while flexibility is valued, fully remote models may not align with organisational needs in many instances.
Engaging and retaining student members
The challenge of retaining student members as they transition into paying members highlighted another important topic. The traditional model of lifelong membership is increasingly under strain, with discussions centring on how associations can remain relevant and demonstrate clear value. A key takeaway was the importance of memberships that help individuals secure jobs and advance their careers—a necessity at a time when career paths are less linear, particularly among Gen Z.
Further exploration of AI adoption
The role of AI in membership organisations sparked considerable interest. While the survey, conducted March-May 2024, found most associations using AI for communication and streamlining internal processes, the audience wanted further insights into its potential. Research by Design confirmed that AI's expanding role would feature prominently in future surveys.
Government policy and workforce changes
The implications of government policy and evolving worker rights prompted discussions about how associations might adapt their recruitment practices. As temporary and contract roles become more prevalent, questions arose about the long-term impacts on workforce stability and engagement.
Financial pressures and budget constraints
Cost pressures and sustainable funding models were another hot topic. Attendees expressed a strong interest in understanding how associations are coping with current financial challenges and what innovative models might ensure future resilience.
Competency vs membership-based boards
The structure of association boards—whether competency-based or membership-driven—was a recurring theme. Many in the room reflected on the strengths and weaknesses of each approach, with an eye on the evolving needs of their organisations.
Sustainability strategies
Sustainability emerged as an area of growing importance. The audience discussed how many membership boards are actively prioritising sustainability strategies and what this suggests about the future direction of associations.
Training and development investment
Lastly, the focus turned to training and development. How much are associations investing in their staff, and how can these efforts drive organisational growth and member satisfaction? This topic confirmed a strong commitment to supporting teams in delivering value for members.
The panel discussion proved incredibly valuable in uncovering the challenges and opportunities within membership organisations that are relevant today. As the conversation wrapped up, it was clear that many of these issues would shape the research agenda for years to come.
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