Association executives are showing increased optimism in the financial performance of their organizations, according to a study released March 9 by ASAE & The Center for Association Leadership.
“Associations and CEOs: A Report on Two Studies During a Down Economy” examines the impact of the economy on the association community. Conducted between January 26 and February 2, the study surveyed 960 association CEOs. It was preceded by a study of association CEOs conducted in the spring of 2009.
“While our sector may continue to see its ups and downs, the results of this survey show that the end of these turbulent times may be in sight,” said ASAE & The Center President and CEO John H. Graham IV, CAE. But he urged patience. “Associations are a late indicator of the economy.”
The study’s key findings indicate that:
• An increased number of association executives predict their revenues will increase in the coming year (23.5 percent compared to 11.6 percent in the 2009 study of association CEOs); fewer believe their revenues will decrease (38.1 percent compared to 63.9 percent).
• More than half of respondents (51 percent) believe membership will decrease, an improvement from 66 percent last year; more than twice as many respondents as last year believe membership will increase (11.4 percent compared to 4.9 percent).
• A majority of executives anticipate online tools will provide new revenue streams, although only one-third reported such an increase so far.
• Leaders of smaller organizations (annual budgets of less than $1 million) are the least confidant that their revenues will increase in the coming year.
For more information, go to www.asaecenter.org/economy.