2024年协会社群运营基准报告-THE 2024 Association Community Benchmark Report

THE2024

AssociationCommunityBenchmarkReport

CONTENTS

Introduction

3

TLDRSummar

y 5

Definitions

6

BenchmarkData

7

CommunityEngagement

7

Users,Logins,andContributors

7

CommunityDigestOpenRate

9

MonthlyDiscussionActivity

10

Community

ResourceLibraries 11

Community

EngagementTrends 12

Comparisons

13

CommunitySizevs.CommunityEngagement

13

CommunityAgevs.CommunityEngagement

14

UpgradingtoHigherLogicThrive

15

AddingVolunteeringandMentoringtoYourCommunity

16

EnablingaJobBoardinYourCommunity

17

ManagingMicrosites,Chapters,andGroupswithCommunity

18

IntegratingEmailwithYourCommunity

19

UsingAutomationRules

19

UsingGamification

21

GettingHelpfromHigherLogicServices

22

Conclusion

23

Appendix:OurDataSet

24

OrganizationalRevenue

24

Industries

25

CommunityCharacteristics

26

CommunitySize

26

CommunityAge

26

CommunityAdministrators

27

CommunityIntegration

28

3

Inanincreasinglydigitalera,andwithmanyprofessionalsworkingremotelyacrosstheglobe,onlinecommunitiesarekeytokeepingpeopleconnected.

Whileeventsaregreat,therealityistheyonlyhappenafewtimesayearandnotallyourmembersattend.Withanonlinecommunity,you’reabletoreachmembersyear-roundandcultivateacollaborativespacefornetworking,resources,andlearning.

That’smoreimportantthanever.Thetopreasonmembersjoinanassociationisnetworking1andthetoptworeasonsmembersdon’trenewisalackofengagementandaperceivedlackof

value2.

Youronlinecommunityisperfectlysuitedtoaddressthese

memberneeds!Andassociationsthatapproachtheironline

communityasachannelnotJUSTforpeer-to-peernetworking,butalsoasahubthroughwhichtheycanconnectmembers

withtheirbenefitsandindustryopportunitiesseeevenbettermemberengagement.

Makingyourcommunityacentralhubforyourinitiatives-likevolunteering,mentoring,resources,andmore-makesiteasierformemberstofindwhatthey'relookingfor,givesthemmorereasonstologinandengage,andreinforcesyourcommunityasasourceofmembervalue.

1

MGI2024MembershipMarketingBenchmarkingReport

2

HigherLogic2023AssociationMemberExperienceReport

and

MGI2024MembershipMarketing

BenchmarkingReport

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Allthisnotonlydrivesthesuccessofthecommunityandindividualprojectsbut

alsostrengthenstheoverallcollaborativecultureandvitalityofyourassociation'smembership.Yourassociationisaplacewherepeoplefromyourindustrycanfeelunderstoodandsupported-bytheirpeersandyourorganization-andtheonline

communityprovidesareal-timeenvironmenttoexperiencethatsenseofbelonging.

Thedatainthisreportsupportsthis;thereishighermemberengagementwhenassociationstakeaholisticapproachtotheircommunity.

Organizationsthatincorporatementoringandvolunteeringprogramsandjobboardsintheircommunityand/orprovidepersonalized

experiencestochapters,groups,andforeventsseemorecommunitylogins,morediscussionactivity,andmorecontributors.

SOWHATCANYOULEARNFROMTHISREPORT?

HigherLogic’s2024AssociationCommunityBenchmarkReportcollectsanonymizeddatafrom~1,500associationsandnonprofitsintheUnitedStates,Canada,andtheAsia-PacificregionwhouseHigherLogicCommunity(Original),HigherLogicThriveCommunity,or

HigherLogicThrivePlatform(Community+Marketing).

Trackingyourcommunity’sperformanceandcomparingtobenchmarksfromyourindustrycanhelpyoumonitorcommunityhealth,seeifyourstrategiesareworking,andgetideasfortacticsthatmayhelpyouimprove.

Thisreportwillhelpyouanalyzehowyourcommunityperformancecomparestosimilar

organizationsandprovideyouwithinsightstoaidyourstrategicdecision-making,resourceallocation,andtherefinementofyourengagementstrategies.

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TLDRSUMMARY

Ifyouonlyhaveafewminutesbetweenmeetingstospeedreadthisreport,oryou’re

someonewhoprefersthe“SparkNotes”tothefullnovel,we’vegotyou.This"TooLong;Didn'tRead"summarygivesyouthequickversion–likethewatchingthemovietrailerbeforethefullfilm.

Onaverage,15%ofcommunity

usersaresubscribedtoatleast

onecommunityandloginor

participateinadiscussionatleastonceinany120-dayperiod.

Onaverage,506unique

communityuserslogineachmonth,with14%ofthose

usersactivelycontributingtodiscussions.

Theaverageopenratesfor

communitydigestemailswere:

43%fortheDailyDigestand59%forboththeDailyandWeekly

ConsolidatedDigests(surpassingthe38%averageemailopenratefromourlatestAssociationEmailBenchmarkReport).

Onaverage,communitiessee162

discussionactivities(includingbothnewthreadsandreplies)eachmonth.Fordiscussionactivity,Marchand

Septemberwerethemostactive

months,andDecemberandJanuaryweretheleastactiveforcommunitiesinourdataset.

CustomersusingHigherLogicThriveCommunitieshave73%more

averagemonthlylogins,88%moreaveragemonthlydiscussionactivity,and77%moreaveragemonthlyuniquecontributorsthancustomers

usingHigherLogicCommunity(Original).

Onaverage,organizationsthattakeaholisticapproachtocommunity,makingitaone-stopshopformultipleinitiatives,seehighercommunityengagement:

Organizationsthatincorporatetheirmentoringandvolunteeringprogramsintheircommunitysee124%morecommunitylogins,50%morediscussionactivity,and53%morecontributors.

Organizationsthatincorporateajobboardintotheircommunitysee88%more

communitylogins,84%morediscussionactivity,and87%moreuniquecontributors.

Organizationsthatusetheircommunitytoprovidepersonalizedexperiences

tochapters,groups,andforeventssee116%morecommunitylogins,70%morediscussionactivity,and65%morecontributors.

Organizationsthatintegratetheirmarketingautomationsoftwarewiththeircommunitysee49%higheraveragecommunityloginsand250%moreaveragemonthlydiscussionactivity.

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DEFINITIONS

Throughoutthisreport,weexploremetricsrelatedtothefollowing:

CommunityMembers,CommunityUsers,andCommunityUserAccounts

areusedsynonymouslythroughoutthisreporttorefertothenumberofcommunityuseraccountsanorganizationhas.

UserswithActivityinthisreportreferstocontactswhologgedinwithina120-dayperiod.

UsersSubscribedtoAtLeastOneCommunity,orUsersInAtLeast

OneCommunityreferstouserswhohavesignedupforatleastoneof

theirorganization’scommunitieswithinthecommunityplatform.Some

organizationsmayhaveonlyonecommunitydiscussionintheircommunity,butothersmayhaveseveralsubcommunities.

MonthlyUniqueLoginsreferstouniquecommunityuserswhologgedinwithinagivenmonth(ifonepersonlogsin20times,theyonlycountonceagainstthismetric).

MonthlyUniqueContributorsreferstouniquecommunityuserswhoeitherstartedorrepliedtoadiscussionwithinagivenmonth,eitherwhenloggedintothecommunityorviathecommunityemaildigest.

DiscussionActivityincludesnewdiscussionthreads,repliestodiscussionthreads,andrepliestosender(originalposter).

AgeofCommunityorTimeonCommunityisdeterminedbythetimesincecustomerlaunch.

AnnualRevenueNumbersareapproximateandrepresentthetotalannualrevenueoftheorganizationswepulleddatafrom,NOTrevenuespecificallyfromthecommunityormembershipdues.

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BenchmarkData

COMMUNITYENGAGEMENT

Users,Logins,andContributors

Forcommunitiesinourdataset,wefoundthatonaverage,about15%ofthetotal

numberofcommunityuseraccountsare

subscribedtoatleastonecommunity.

Thesamepercentageareactivewithin

thespanof120days(whetherjustlogginginoractivelyparticipating).Thisdoesn’t

necessarilyincludeuserswhomightonly

viewcommunitydigestsviaemail(seetheCommunityDigestOpenRatesectionofthereportforcurrentopenrates).

Diggingalittledeeperintocommunity

engagementandactivityonamonthly

basis,communitiesinourdatasethadan

averageof506uniqueusersloggingineachmonth,with14%ofthoseusersactively

contributingtodiscussions(71users).

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THREETHINGSTONOTE

1.Thefactthattheaveragenumberofuserswithactivityin120days(4months)ismuchlarger(9,158communityusers)thanthenumberofaveragemonthlyuniquelogins(506communityusers)suggeststhatdifferentmemberslogineachmonth–sowhileyoumayhaveasmallerpercentageofcommunityuserslogginginduringanygivenmonth,you’reengagingawiderpercentageovertime.

2.It’salsoimportanttoalsorecognizehowmanycommunityusersengagewithyour

communityviathecommunityemaildigest,evenifthey’renotloggingineachmonth.Theaverageopenrateforcommunitydigestemailswasbetween43-59%(which

wediscussinthenextsectionofthereport)–sohalfyourmembersaregainingvaluethroughthecommunityeverydayorweek!

Forthisreason,it'sreallyimpactfultoautosubscribeuserstoyourmaincommunity

digestwhenyoupopulateyourcommunity(evenifyouchoosetoleaveother

communitiesasopt-inorlockeddownforcertainusers).Thishelpsuserseasilystart

engaging-theycanevenrespondtodiscussionsviaemailiftheydon'thavetimetologintothecommunity.Theycanalsocontrolandpersonalizethecommunitynotifications

theyreceivebyleveragingyourconsolidateddailyandweeklydigests,orSmartNewsletter.

3.It’slikelythatmanyorganizationsdonotdeactivateusersforinactivity,noristhat

necessaryformanyorganizations(forexample,organizationsmaygrantcommunityaccesstoallindividualswithanactivemembership).Assuch,theaveragenumber

ofcommunityuseraccountsmaybehigh–soit’shelpfultoconsiderthisnumberalongsideaveragelogins,digestopenrates,andactivityforaddedcontext.

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Don’tdiscounttheuserswhoaren’tlogginginorcontributing,though.Aswe’llexploreintheCommunityDigestsectionofthisreport,manyofyourcommunityusersmaybeprimarilyconsumingcommunitycontentviaemail.Wealsotypicallyseethreetypesof

communitypersonas

inthecommunity,allofwhomarevaluable:

1.Consumers:thelurkersandlearnerswhoabsorbcontentwithoutactively

participating.Theyreadposts,watchvideos,downloadresources,andfollowdiscussions.Theirengagementissubtle,buttheywouldn’tbelogginginiftheyweren’tgettingvaluefromyourcommunity.

2.Contributors:thebackboneofyourcommunity.Theycomment,askquestions,andsharetheirexperiences.Theykeeptheconversationsflowing.

3.Creators:theoneswhogenerateoriginalcontent.Theywriteoriginalposts,answerquestionsanduploadcontent.Theirpassionfuelsthecommunity’sgrowth.

Allofthesepersonascanandshouldbenurturedandsupportedwithcuratedcontent,engagingdiscussionprompts,andregularacknowledgement.

Checkouttipsfromacommunityadvisorforengagingallyourpersonas

>

CommunityDigestOpenRate

Yourcommunitydigestisprobablythemostpopularemailyourmembersreceive!

Theaverageemailopenrateinourmostrecent

AssociationEmailBenchmarkReport

was

38%.Withanaverageopenrateof43%,evenyourbasiccommunitydigest(sentout

automaticallyinHigherLogiccommunities)surpassesthatby5percentagepoints.Andtheopenratesonlygetbetterthemorepersonalizedthedigest,withboththeDailyandWeeklyConsolidatedDigestsshowinganaverageopenrateof59%.

That’salotofengagement–evenifyourmembersaren’tloggingintothecommunity

regularly,manyofthemareengagingwithyourcommunityandyourassociationEVERYDAYviayourcommunitydigest.

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MonthlyDiscussionActivity

Onaverage,communitiesinourdatasetsaw162discussionactivitiespermonthin2023-2024:54%wererepliestodiscussions,35%werenewdiscussionthreads,and10%were

repliestothesender(originalposter).

Fordiscussionactivity,MarchandSeptemberwerethemostactivemonths,andDecemberandJanuaryweretheleastactive.

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Onaverage,59%ofdiscussion

postsgounanswered,soit

maymakesenseforcommunitymanagerstodedicatetimeto

regularlypullingareportof

unansweredthreadsandreachingouttostafforsubjectmatter

expertstoencouragethemto

respond.Yourmemberswillfeelalotmoreengagediftheyfeellikethey’rebeingheard.

CommunityResourceLibrary

Don’tforgetthathostingresourcesinyouronlinecommunityisalsoagreatwaytoencouragecommunityandmemberengagement.

Onaverage,HigherLogiccommunitiessawmembersdownloadingresourcelibraryentries3,048timeslastyear.Andcommunityresourcelibrariesgrewalottoo–withassociationsincreasingthenumberorentriesintheirresourcelibrariesby58%overthelastyear.

HigherLogicThriveCommunity’supdatedresourcelibraryhasafresh,easytonavigatedesignthatmakesresourcelibrariesanevenmorepowerfulmemberbenefit–staffcaneasilyorganize,andmemberscaneasilyfindwhatthey’relookingfor!

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Thinkaboutadding

yourwebinarandevent

recordings,program

materials,andother

organizationalresourcestoyouronlinecommunitytomakethemeasyto

findandgivemembersareasontologinandcheckoutwhatyourcommunityisallabout.

HigherLogic’s

AIenhancements

,BulkUploadandAISuggestedTags,makeiteasierthanevertopopulateandorganizeyourcommunitylibrary.

•BulkUpload:Simplifycontentmanagementbyeffortlesslyuploadingandorganizingyourmultiplecommunitycontententries.

•AISuggestedTags:LetAIsuggestrelevanttagsforbetterdiscoverabilityandengagementinyourcommunity.

Learnmoreandsignuptogainaccess

>

CommunityEngagementTrends

Communityloginsandcommunitycontributorshaveremainedprettysteadythroughout2023and2024,withanunderstandabledipinactivityinDecember2023,whenmanyassociation

membersareoutoftheofficefortheholidays

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COMPARISONS

CommunitySizevs.CommunityEngagement

Largercommunitiesobviouslyhavemoremonthlyloginsanddiscussionactivity,butalower

percentageofthoselogginginarecontributing.

Keepinmind,acommunitydoesn’thavetobelargetobesuccessful–theidealsizeofyourcommunitywillprimarilydependonyouraudienceandwhoyouwantyourcommunityto

serve.Forexample:

•Ifyoubuildacommunitytoserveyourmembership,andyouhave5,000members,thenhaving5,000useraccountsinyourcommunitywouldbeasuccess!

•Ifyourunacommunityopentoanaudienceofindustryprofessionalsthatyouestimatetobearound50k,having40kinyourcommunitywouldbegreattosee.

•Ifyouruncommunitiesforspecificcommittees,evenacommunityassmallas30peoplecouldbehighlyengagedandsuccessful.

It’saboutwhoyouwanttoreachandhowengagedtheyare.Ifyouraudienceis5,000people,you’llneverhaveacommunityof50,000–norwouldyouwanttobecausethatwouldmeanyouhadlotofirrelevantcommunitymemberswhoprobablywouldn’tengage.

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Youronlinecommunitydataoffersawealthofinformationandinsight.Setaremindertocheckthefollowing:

•Monthly:Totalposts,replies,andlogins.

•Quarterly:Uniquecontributors,searchterms,andpopularcontent.

•Annually:Reviewoverallperformanceandaudityourstrategy

Checkoutmoretipsfromacommunityadvisor

Instead,thinkaboutcomparingyourtotalnumberofcommunityuseraccounts,

toaccountswithactivity,logins,and

discussionactivity.Howareyournumberschangingovertime?Areyouseeinga

higherpercentageofusersengaging?Aretherespecificdiscussionthreadsorlibrary

entriesthataregettingalotofattention

andindicatingthatspecifictopicsarehighlyinterestingtoyourmembers?

CommunityAgevs.CommunityEngagement

Organizationsthatinvestinanonlinecommunityseeamplifiedimpactsthelongertheyspendcultivatingtheircommunities.Thelongeranorganizationhasacommunityand

investsinitssuccess,thelargeritbecomes.

Ourdatashowedthenumberofmonthlyuniquelogins,monthlydiscussionactivity,

andmonthlyuniquecontributorsishigherfororganizationsthathavebeenusingtheir

communitieslonger,withthepercentageofmonthlycontributorsstayingroughlythesame(about12-16%).

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UpgradingtoHigherLogicThrive

HigherLogiciscommittedtoimproving

associationoutcomesbyequippingyouwiththelatesttechnology.WithHigherLogic

ThriveCommunity,wetookthebestofwhatmadeHigherLogicCommunity(Original)sopowerfulandmadeitevenbetter,withan

engaging,social-mediastylefeed,alogged-outhomepagethat’sperfectforpromotingmembershipwithnonmembers,andeven

moretoolstomakeengagingmemberseasy.

Ourcustomerswho’veupgradedhaveseenan

increaseincommunityactivityandlogins

–andsomehaveusedtheopportunityto

generatenewexcitement(

seehowASIS

International

didit),improvetheirresourcelibrary(

seehowNRPA

didit),andoverall

leveragethepowerofonecohesiveplatform(

seehowSHAPEAmerica

didit)!

Youcanseethedifferenceinthedata:

customersusingHigherLogicThrive

Communitieshave73%moreaverage

monthlylogins,88%moreaveragemonthlydiscussionactivity,and77%moreaveragemonthlyuniquecontributors.

CheckoutourHigherLogicThriveCommunityLookbooktoseehowsomeofourcustomersareusingHigherLogicThriveCommunitytoengagetheirmembers.

Explorethelookbook

>

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AddingVolunteeringandMentoringtoYourCommunity

Asyouprobablyknow,

mentoringprograms

and

volunteerprograms

cangeneratea

hugepositiveimpactforyourmembersandserveasasourceofmembervalueforyourassociation.

Notonlydotheseinitiativescreatefeel-goodopportunitiesformemberstogivebackin

theirfield,theyalsorepresentkeycareeradvancementpathwaysandanopportunityfor

memberstobecomemoredeeplyconnectedwiththeirpeers.Inotherwords,mentoringandvolunteeringprogramsfitreallynicelywithyourcommunity–andweseethatinthedata!

OrganizationsusingHigherLogic’s

Participationaddon

(whichincludesVolunteerManagerandMentorMatch-toolsforbuildingandmanagingmentoringandvolunteeringprograms)seehigheraveragecommunityengagement,with124%moreuniquemonthlylogins,

50%moremonthlydiscussionactivity,and53%moremonthlyuniquecontributorsthancommunitiesNOTusingthesetools.

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EnablingaJobBoardinYourCommunity

Yourmembersareuniquelyqualifiedfortheworktheydo,andtheirmembership

demonstratestheircommitmenttotheirfield.Manyarealsolookingforprofessionaldevelopmentandgrowthopportunities.That’swhy

hostingajobboard

inyouronlinecommunitycanhavesuchapositiveimpactoncommunityandmemberengagement.

HigherLogicThriveJobsisincludedinHigherLogicThriveCommunity–andourcustomerswho’veenabletheirjobboard,whichstreamsrelevantcareeropportunitiesrightintothe

feedoftheHigherLogicThriveCommunity,see88%moreaveragemonthlyuniquelogins,84%moreaveragemonthlydiscussionactivity,and87%moreaveragemonthlyunique

contributors.

Surfacingemploymentopportunities-tailoredtotheinterestsofeachmemberbasedontheircommunityprofile-makesmembershipfeelthatmuchmorepersonal.Membersarealsomorelikelytologintothecommunitymorefrequentlytoseenewjobpostings.

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ManagingMicrosites,Chapters,andGroupswithCommunity

Fororganizationsthatneedtomanagechapters,multiplewebmicrosites(likeevent

microsites),anddifferentgroups(likecommittees),anonlinecommunitycanbeapowerfulone-stopshop.

That’swhyHigherLogicoffersour

ComponentManagementaddon

,tohelpassociationsempowervolunteergroup/chapterleaderstothrive,customizetheonlineexperience

fordifferentmembersegments,andmanagemicrositesattheorganizationlevelwhenpromotingevents.

Memberswithinspecificsegmentsdon’thavetogosearchingforeverythingyour

associationhastoofferbecauseeverythingisoneplace.Andyoucanembracevolunteer

leaderenthusiasm,whileavoidingamis-matchedbrandnightmare,withtheabilitytocreateandshareprepopulatedtemplateswithchapterandothergroupleaders.

It’snowonder,then,thatourcustomersusingComponentManagementseehigher

engagementlevelsontheircommunities:116%moreuniquemonthlylogins,70%moremonthlydiscussionactivity,and65%moremonthlyuniquecontributors.

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IntegratingEmailwithYourCommunity

Oneofthereasonswecreated

HigherLogicThrivePlatform

–whichcombinesHigher

LogicThriveCommunitywithHigherLogicThriveMarketing–isbecausewe’veseenhowimpactfulitiswhenassociationshaveacohesiveandintegratedcommunityandmarketingstrategy.

Customersusingourmarketingautomationtoolsalongsidetheironlinecommunitysee49%higheraveragemonthlyuniqueloginsand250%moreaveragemonthlydiscussionactivity

thantheoverallaveragecommunityperformance.

UsingAutomationRules

HigherLogic’scommunity

automationrules

areaversatiletoolthatallowyoutosetup

logic-basedrulestotriggeractions.Theycanbeusedtoautomaticallysendemailremindersorsegmentcommunitymembersbasedonthingslikeactionsthey’vetaken(ornottaken)

andcategoriestheyfallinto.

Inmanyways,automationrulesworkas"virtualcommunityassistants"thatallowyouto

automatetediousandtime-consumingactionsthatneedtobeperformedacrossyour

siteonadaily,weekly,and/ormonthlybasis.Youcansetupallsortsofrulestohelpyou

personalizeyourmemberexperienceandbetterengagedifferentmembersegmentsbasedonthethingsthatmattertothem.

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We’vebuilt100standardautomatonrulesintoHigherLogicThriveCommunityto

helpyougetstarted,whichcustomerscanturnonif/whenthey’reready.

Customerscanalsocreateanditerate

ontheirownrulesasmuchastheywant,automatingasmanytasksasthey’dliketoengagetheirmembers!

Themoreyouuseautomationrulestopersonalizeyourmembers’experience,thehigherengagementyou’llsee.Butkeepinmind,youdon’tneedautomationrulesjustforthesakeofautomationrules–theyareatooltohelpyouengageyourmembersindifferentways

withoutaddingtoyourmanualeffort.

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FOREXAMPLE:

•Useautomationrulestoassigncommunitymemberstodifferentsecuritygroupsbasedonyourowncustomrequirements.

•Useautomationtotrackactivityandautomaticallyassignbadgesorribbonsatcertainthresholdsofengagementpoints.

•Automateanemailreminderthatencouragesuserstocompletetheirprofile.

•Bringusersbackintothecommunitybysettingupanautomationruleforuserswhousuallypostbuthaven’tpostedinthelastcertainnumberofdays.