On a recent episode of The Association Evidence Project podcast, Mariner principals Peggy Hoffman, FASAE, CAE and Peter Houstle, CEO/COO sat down with Lowell Aplebaum, EdD, FASAE, CAE, CPF to unpack the latest benchmarking research on chapter performance and what it reveals about the future of member engagement. Drawing on industry data, they highlight how changing member expectations are reshaping engagement, volunteer leadership, and chapter structures.
A central focus of the conversation is the gap between traditional chapter models and how members prefer to engage today. Think micro-opportunities offering a chance for connections and either learning or professional development. When we offer an array of micro-opportunities, we build interest in larger commitment activities. Chapters still want to lead with big events; members want us to lead with smaller, meaningful activities.
Peggy and Peter also shared examples of several organizations that are experimenting with flexible structures (e.g., regional councils, hub-and-spoke models, etc.) designed to reduce administrative burdens while maintaining strong local engagement. These approaches reflect a broader shift toward adapting chapter frameworks to better support both members and volunteer leaders.
The conversation also highlighted the need to rethink how success is measured, encouraging leaders to move beyond compliance-based metrics and toward indicators that capture member value more effectively. This ties to a call for better data all around. With the right data, association leaders can work to build more adaptable, sustainable chapter ecosystems that reflect the changing needs of today’s volunteers.