In 2016, fifteen associations participated in the first benchmark indices to better understand how relationship strength affects the ability to improve engagement withnon-US members and customers through empirical data. Over 8,000 members and customers responded. In 2017, many of those same associations plus others will add thousands of US members and customers to this database which will focus solely on US aspects of engagement. This Engagement Index community is a collaboration between MCI and its research partner FairControl and many of these US associations as we seek answers to the most critical questions impacting reinvention: • How strong is the current relationship with members and customers? • What is impacting for good or bad the quality of these relationships? • What resources deliver the most value and impact engagement the most? • How relevant is the value proposition to the needs of members and customers? • What levels of engagement are there and how do members and customers fit into this model?

1. Benchmarking Member & Customer
Relationship Strength - Keys to Sustaining
Engagement ROI
Panelists
Michael Gips, ASIS International
Patrick Gouhin, CAE, International Society of Automation;
Moderator
Peter Turner, MCI Group
QCC 203

2. Marketplace Needs
Stagnating/decreasing membership
Increasing competition
Member expectations & needs - high and constantly
changing
Increasing number of communication channels
No data suggesting what is a good engagement strategy that
impacts relationship strength

3. What the Index Does
Suggests relevant product / services to retain or increase loyalty
Contrasts relevant similarities of differences in customer experience
Identifies drivers of value
Uncovers relative relationship strength
Rates association performance

4. 4American Engagement Index 2017
CATEGORIES & DRIVERS OF ENGAGEMENT/RELATIONSHIPS
Overall Perception
P1 Member / customer focus
P2 Reputation
P3 Subject matter expertise
P4 Reliability
P5 Internationality
P6 Contribution to society
P7 Influence on policy
P8 Thought leadership
Benefits / Value
B1
Provides me / my organization with
competitive advantage
B7
Provides me the opportunity to attend a major
meeting or conference
B2
Helps me achieve my personal / professional
goals
B8
Provides me the opportunity to publish a paper
in the association’s journal or conference
B3 Value for money B9
Enables me to reach out to members throughout
world
B4
Membership benefits / Products and services
correspond to my needs
B10
Conducts or produces humanitarian or social
good activities or resources
B5 Opportunities to become a volunteer leader B11 Provides me opportunities for networking
B6
Membership benefits / Products and services
are locally relevant
B12 Provides access to industry experts
Offering & Customer Service
O1 Quality of customer service
O2 Availability and responsiveness of customer service
O3 Quality of products and services
O4 Availability and accessibility of products and services
O5 Variety of member benefits / products and services
O6 Relevant content and case studies
O7
Reasonable prices for (membership,) products and
services
Communication & Information
C1
Effectiveness of digital communication (e.g. email,
newsletters)
C2 Effectiveness of personal communication (e.g. phone)
C3 Availability and accessibility of online information (website)
C4 Usability of website
C5 Quality of content provided on website
C6 Quality of marketing information
C7 Availability and accessibility of social media content
Products & Services
PS1 Instructor led (face to face) training PS8 Online library / information databases PS15 Workforce Development and Recruiting
PS2
Home-study programs
(print / DVDs / books)
PS9 Research & Benchmark Statistics PS16 Industry Tours
PS3 Online education programs PS10
Annual meetings & (regional / local)
conferences
PS17 Scholarships
PS4
Online Webinar (LIVE or on demand)
presentations
PS11
Online networking (social media / online
communities)
PS5
Editorial Magazines / Newsletters
(Print or Digital)
PS12
Standards, codes or professional guidance
and good practices
PS6
Association Journal(s) or other publications
that are peer-reviewed (Print or Digital)
PS13 Certifications or accreditations
PS7 Other publications, whitepapers, etc. PS14 Career Services and Information

5. 5American Engagement Index 2017
ENGAGEMENT INDEX – DEFINITION
THE INDEX IS BASED ON MEMBER AND CUSTOMER RATINGS ON 3 DIMENSIONS
PREFERENCE
PERFORMANCE
BENEFIT Strength of the
relationship
ENGAGEMENT
INDEX
Based on your experiences, could you
please rate ASSOCIATION’s overall
performance?
5 – excellent
4 – very good
3 – good
2 – fair
1 – poor
How would you rate the
benefit/value provided to you as a
member / customer of ASSOCIATION?
5 – excellent
4 – very good
3 – good
2 – fair
1 – poor
Please indicate the degree to which
you prefer ASSOCIATION versus any
other provider of comparable
(benefits), products and services
available for your profession?
5 – very strongly
4 – strongly
3 – slightly
2 – not preference at all
1 – preference other
providers

6. Engagement Index Participants
USA 2017
American Counseling Association
American Institute of Chemical Engineers
ASIS International
APICS
American Society of Mechanical Engineers
American Welding Society
Fabricators & Manufacturers Association
IEEE
International Society of Automation
NACE International
Global 2016
American Concrete Institute
American Institute of CPAs
APICS
American Society of Civil Engineers
American Society for Clinical Pathology
ASIS International
American Society for Quality
American College of Chest Physicians (CHEST)
IEEE
International Facility Management Association
International Society of Automation
Information Systems Audit and Control Association
Material Research Society
NACE International
Society of Critical Care Medicine

7. Engagement Index Panel
Michael Gips, ASIS International
Pat Gouhin, CAE, ISA

8. Agenda
• Overview of Leading Insights (AEI and GEI)
– Relationship strength and performance
– Product usage, membership and engagement
– Targeting to customize a response (customer typology)
• Table Discussions
– Findings and takeaways
– Questions

9. GEI HIGHLIGHTS FROM 2016

10. Relationships Can Improve
Mature markets
score poorly
Relationship
strength
Impacts
everything
MARCOM
localization
improvements
desired
Certification #1
Product
People want
more relevant,
accessible
content

11. Relationship Strength Varies
Less relevant
products or
membership
experiences
hurts
engagement
& relationship
strength
Better the
relationship
the more
products
used &
higher
expectation
of renewal

12. KEY INSIGHTS
AMERICAN
ENGAGEMENT
INDEX
2017 OVERALL REPORT

13. RELATIONSHIP STRENGTH &
PERFORMANCE

14. 14American Engagement Index 2017
75
89
78
67
63
86
78
25
50
75
100
125
AEI Total Sample -
all associations
Top association Top 30%
of associations
Bottom 30%
of associations
Bottom association GEI Total Sample GEI Mature Markets
AEI OVERALL SCORE IS 11 POINTS LOWER THAN GEI BUT
CONSISTENT WITH OTHER MATURE MARKETS
Base: n= 3881 // 8580 / 3341 Index ranges from -50 to +150
Very strong
Relationship
(Index: 125 – 150)
Weak Relationship
(Index: 25 – 74)
Moderate
Relationship
(Index: 75 – 99)
Strong Relationship
(Index: 100 – 124)
Very weak
Relationship
(Index: -50 – 24)
AEI GEI
Comparison with Benchmarks
ASIS
77
ISA
78

15. 15American Engagement Index 2017
75
78
44
74 74
85
70
78
25
50
75
100
125
Total Sample
AEI
Members with
product usage
Members without
product usage
Customers Individual
members
Corporate
members
Costs for
membership paid
on one's own
Costs paid by
employer
MEMBERS WHO DONT USE PRODUCTS ARE SIGNFICANT
TROUBLE SPOTS WHILE CORPORATES MOST ENGAGED
Base: n= 3881 // 3355 / 394 / 132 // 3450 / 299 // 1866 / 1660 Index ranges from -50 to +150
Relationship to association
Very strong
Relationship
(Index: 125 – 150)
Weak Relationship
(Index: 25 – 74)
Moderate
Relationship
(Index: 75 – 99)
Strong Relationship
(Index: 100 – 124)
Very weak
Relationship
(Index: -50 – 24)
79
78
51
82
76
69
78
78
Benchmark GEI
mature markets:

16. 16American Engagement Index 2017
78
89
72
78
97
72
44
67
44
52 51
25
50
75
100
125
Total Sample
AEI
Overall perception Benefits / Value Offering & Customer
Service
Products & Services Communication &
Information
MEMBERS WHO DON’T BUY PRODUCTS SCORE
SIGNIFICANTLY LOWER IN ALL PERFORMANCE AREAS
Base: n= 3355 / 394 // 3164 / 341 // 3052 / 323 // 3010 / 317 // 2966 // 2930 / 301 Index ranges from -50 to +150
Very high
Low
Moderate
High
Very low
Performance areas
Members with
product usage
(Members without
product usage
not measured)
Members without
product usage
ISA 83
ASIS 81
ISA 63
ASIS 41

17. 17American Engagement Index 2017
75 76
73
61
74 75
82
78
71
25
50
75
100
125
State Region Municipality No ICT / Business
Services
Engineering Associate
degree
or less
Bachelor
degree
Graduate
degree
ENGAGEMENT DECREASES WITH HIGHER EDUCATION LEVELS
Base: n= 1095 / 1831 / 626 / 130 // 1373 / 2509 // 680 / 1007 / 1452 Index ranges from -50 to +150
Demographics
Local component Educational levelIndustry sector
(HC not included in 2017)
Very strong
Relationship
(Index: 125 – 150)
Weak Relationship
(Index: 25 – 74)
Moderate
Relationship
(Index: 75 – 99)
Strong Relationship
(Index: 100 – 124)
Very weak
Relationship
(Index: -50 – 24)
Benchmark GEI
mature markets:
77
80
77 78
Not measured

18. 18American Engagement Index 2017
15% 14%
35%
13%
17% 19%
13%
8% 10%
31%
30%
39%
33%
31%
33%
31%
32%
29%
34%
10%
11%
11% 10%
13%
9%
11%
13%
13%
28%
29%
14%
30% 27%
32%
27%
29%
33%
31%
15% 17%
7%
13% 15% 17% 14% 16% 18%
13%
Total sample
AEI
Members
with product
usage
Members
without
product usage
Customers Individual members Corporate members Costs for
membership paid on
one's own
Costs paid by
employer
GEI total sample GEI mature markets
Very strong relationship
(Index: 125 -150)
Strong relationship
(Index: 100 - 124)
Moderate relationship
(Index: 75 - 99)
Weak relationship
(Index: 25 - 74)
Very weak relationship
(Index: -50 - 24)
RELATIONSHIP STRENGTH IS TOO WEAK TO SUSTAIN
GROWTH; CONSISTENT WITH OTHER MATURE MARKETS
Relationship Benchmarks
Base: n= 3881 // 3355 / 394 / 132 // 3450 / 299 // 1866 / 1660 // 8580 / 3293

19. 19American Engagement Index 2017
DRIVER ANALYSIS - OVERALL PERCEPTION
TOTAL SAMPLE
P1 Member / customer focus
P2 Reputation
P3 Subject matter expertise
P4 Reliability
P5 Internationality
P6 Contribution to society
P7 Influence on policy
P8 Thought leadershipWatch
Impact- +
Consider
Focus
Leverage
P1
P2
P3
P4
P5
P6
P7
P8
Performance
-
+
goodaveragesubstandard
HighMediumLow

20. Driver Analysis – Overall Perception
Score
Perform/Impact
ASIS Intnl ISA
Good/High - -
Good/Med 2,3 2,3
Good/Low - -
Average/High 1,4,8 1,4,6
Average/Med 6,7 7
Average/Low 5 5
Below/High-
Med
- -

21. Driver Analysis – Benefits/Value
Score
Perform/Impact
ASIS Intnl ISA
Good/High - -
Good/Med - -
Good/Low - -
Average/High 2,3,4 1-4
Average/Med 8,9,11,12 7-9,11,12
Average/Low 5,7 5
Below/High-
Med
1,10 10
Below/Low 6 6

22. 22American Engagement Index 2017
PRODUCTS USAGE, MEMBERSHIP &
ENGAGEMENT

23. 23American Engagement Index 2017
PRODUCT USAGE IN USA DIFFERENT THAN GLOBAL – WHAT &
HOW MUCH
Number of used productsProduct usage
36%
33%
28%
25%
25%
24%
19%
19%
12%
12%
11%
8%
7%
6%
6%
2%
2%
5%
9%
Question: B.3 And which products or services from ASSOCIATION have you used within the last 18 months? (Multiple responses possible)
Base: n= 3880 / 3881 / 3293
Editorial Magazines / Newsletters (Print or Digital)
Standards, codes or professional guidance and good practices
Annual meetings & (regional / local) conferences
Association Journal(s) or other publications (peer-reviewed) (Print or
Digital)
Certifications or accreditations
Online library / information databases
Online Webinar (LIVE or on demand) presentations
Other publications, whitepapers, etc.
Online networking (social media / online communities)
Online education programs
Instructor led (face to face) training
Career Services and Information
Research & Benchmark Statistics
Home-study programs (print / DVDs / books)
Industry Tours
Workforce Development and Recruiting
Scholarships
Other product / service
No product or service used/purchased
9%
4%
23%
21%
20%
23%
18%
32%
13%
9%
18%
12%
AEI total sample
all associations
Benchmark GEI
(mature markets)
5+ products
4 products
3 products
2 products
1 product
0 products
Average:
3.1
Average:
2.7
Magazines,
Newsletters #1

24. 24American Engagement Index 2017
RELEVANT PRODUCT EXPERIENCE STRONGLY DETERMINES
RELATIONSHIP QUALITY
Base: n= 3881 // 395 / 756 / 780 / 689 / 496 / 765 // 131 / 708 / 755 / 1068 / 283 / 396 Index ranges from -50 to +150
Very strong
Relationship
(Index: 125 – 150)
Weak Relationship
(Index: 25 – 74)
Moderate
Relationship
(Index: 75 – 99)
Strong Relationship
(Index: 100 – 124)
Very weak
Relationship
(Index: -50 – 24)
Number of products / services used in past 18 months
75
44
64
73
80
83
96
25
50
75
100
125
Total Sample
AEI
0 products 1 product 2 products 3 products 4 products 5+ products
51
81
63
Benchmark GEI
mature markets:
83
85
93
ASIS
3.6
ISA
2.6

25. 25American Engagement Index 2017
YET, ENGAGEMENT DECREASES AS MEMBERSHIP AGES
Base: n= 3881 // 445 / 426 / 487 / 1408 // 8580 / 3341 Index ranges from -50 to +150
Very strong
Relationship
(Index: 125 – 150)
Weak Relationship
(Index: 25 – 74)
Moderate
Relationship
(Index: 75 – 99)
Strong Relationship
(Index: 100 – 124)
Very weak
Relationship
(Index: -50 – 24)
GEI
Comparison with Benchmarks
75
82
78 77
73
86
78
25
50
75
100
125
Total Sample
AEI
Up to 2 years 3-5 years 6-10 years 11 years and
more
GEI Total Sample GEI Mature Markets
Duration of membership
AEI

26. 26American Engagement Index 2017
5%4%
20%20%
49%
32%
12%
3%
24%
15%
35%
32%
24%
9%
51%
11%
30%
56%
72%
90%
AEI member total very weak
relationship
weak
relationship
moderate
relationship
strong
relationship
very strong
relationship
5 Definitely
4 Most likely
3 Likely
2 Rather not
1 Definitely not
RENEWAL STRONGLY DEPENDS ON THE STRENGTH OF THE
RELATIONSHIP
Question: C.11 Given your membership experiences with ASSOCIATION, how likely is it that you will renew your membership at ASSOCIATION?
Base: n= 3624 / 571 / 1001 / 367 / 1095 / 590
Relationship to association
Likeliness to renew membership
MEMBERS

27. 27American Engagement Index 2017
…SAME WITH LIKELIHOOD TO FUTURE PARTICIPATION
Question: G.27 In the next 12 months, what will be your tendency to participate in following activities of the ASSOCIATION compared to last year?
Base: n= 3055 // 489 / 854 / 311 / 900 / 501 | * Aggregated Indicator of Items in Question G.27.
6%
15%
5% 4% 5% 4%
19%
26%
21% 24%
15%
11%
13%
11%
12%
15%
14%
13%
30%
29%
33% 23%
31%
32%
32%
20%
29%
34% 36%
40%
AEI member total very weak
relationship
weak
relationship
moderate
relationship
strong
relationship
very strong
relationship
increasing participation planned
stable participation planned
no clear tendency
decreasing participation
planned
no participation intended at all
Relationship to association
Likelihood to participate in ASSOCIATION activities next 12 months*
MEMBERS
49% 62% 57% 67% 72%

28. 28American Engagement Index 2017
… AND PRODUCT USAGE PATTERNS CHANGE TOO IN LAST 18
MONTHS
Question: B.3 And which products or services from ASSOCIATION have you used within the last 18 months? (Multiple responses possible)
Base: n = 445 / 426 / 487 / 1407 // 445 / 426 / 487 / 1408
5%
22%
33%
26%
36%
38%
20%
19%
32%
0%
10%
20%
30%
40%
50%
Up to 2 years 3-5 years 6-10 years 11 years and more
Instructor led (face to face) training
Annual meetings & (regional / local) conferences
Standards, codes or professional guidance and good practices
Certifications or accreditations
Association Journal(s) or other publications that are peer-
reviewed (Print or Digital)
Product usage and duration of membership
MEMBERS
Average Number
of Products:
2.8 3.2 3.4 3.0
Certifications or accreditations
Standards, codes or professional guidance
and good practices
Annual meetings & (regional / local)
conferences
Instructor led (face to face) training
Association Journal(s) or other publications
that are peer-reviewed (Print or Digital)
Customers consume products
like new members

29. 29American Engagement Index 2017
MOTIVES FOR MEMBERSHIP CHANGE OVER TIME
Question: E17 Which of the following qualities are most relevant to you when thinking about your membership in ASSOCIATION? (Multiple responses possible)
Question: E18 What are the leading motivational factors that convinced you to join ASSOCIATION? (Multiple responses possible)
Base: n = 220 / 210 / 237 / 705 // 221 / 213 / 249 / 700
9%
4%
31%
20%
23%
13%
0%
10%
20%
30%
40%
50%
Up to 2 years 3-5 years 6-10 years 11 years and more
Possibility to improve bottom line results in my business
Opportunities for education and innovation among industry
professionals
Opportunities to develop leadership skills or contribute to my
profession or industry
Requirement to hold association certification / credentials
42%
18%
37%
25%
0%
10%
20%
30%
40%
50%
Up to 2 years 3-5 years 6-10 years 11 years and more
To obtain a certification
To make me more valuable to my employer
Most relevant qualities for membership
Leading motivational factors to join
MEMBERS
Opportunities for education and innovation
among industry professionals
Opportunities to develop leadership skills or
contribute to my profession or industry
Requirement to hold association certification /
credentials
Possibility to improve bottom line results in my
business
To obtain a certification
To make me more valuable to my employer

30. 30American Engagement Index 2017
...WHEREAS THE IMPORTANCE OF BELONGING TO
COMMUNITY SIGNIFICANTLY INCREASES OVER TIME
Question: E.17 Which of the following qualities are most relevant to you when thinking about your membership in ASSOCIATION? (Multiple responses possible)
Question: E.18 What are the leading motivational factors that convinced you to join ASSOCIATION? (Multiple responses possible)
Base: n = 220 / 210 / 237 / 705 // 221 / 213 / 249 / 700
21%
36%
14%
24%
0%
10%
20%
30%
40%
50%
Up to 2 years 3-5 years 6-10 years 11 years and more
A relevant source for standards and codes
Represents my profession to the world at large
7%
14%16%
21%
21% 26%
20%
37%
0%
10%
20%
30%
40%
50%
Up to 2 years 3-5 years 6-10 years 11 years and more
To support the association’s mission or reason for being
To contribute knowledge or content in my field
Networking opportunities
Be part of a community of like-minded professionals/organizations
Most relevant qualities for membership
Leading motivational factors to join
MEMBERS
Networking opportunities
Be part of a community of like-minded
professionals/organizations
To contribute knowledge or content in my field
To support the association’s mission or reason
for being
A relevant source for standards and codes
Represents my profession to the world at large

31. 31American Engagement Index 2017
30%
23% 23%
37% 41%
21%
28%
30%
26% 31%
27%
28%
34%
37%
40%
51% 46%
37% 31%
45%
35%
AEI Total Sample
all associations
Top association Top 30%
of associations
Bottom 30%
of associations
Bottom association GEI Total Sample GEI Mature Markets
Promoters
Neutrals
Detractors
MEMBERS OR CUSTOMERS WITH WEAK RELATIONSHIP
STRENGTH ARE “AT RISK”
Net Promoter
Score
(scale range
+100 to – 100)
Benchmarks GEI
Question: C.10 How likely is it that you would recommend ASSOCIATION to a friend, business partner or colleague? | Scale: (10) extremely likely – (0) not at all likely. Members/Customers with a
Score of 9 to 10 are defined as Promoters, with 7 to 8 as Neutrals and with 0 to 6 as Detractors. The NPS is calculated by subtracting the share of Detractors from the share of Promoters.
Base: n=3776 // 8538 / 3288
10 28 22 0 -10 24 7
AEI
NPS

32. 32American Engagement Index 2017
DRIVER ANALYSIS - OFFERING & CUSTOMER SERVICE
TOTAL SAMPLE
O1 Quality of customer service
O2 Availability and responsiveness of customer service
O3 Quality of products and services
O4 Availability and accessibility of products and services
O5 Variety of member benefits / products and services
O6 Relevant content and case studies
O7 Reasonable prices for (membership,) products and services
Watch
Impact- +
Consider
Focus
Leverage
O1
O2
O3
O4
O5
O6
O7
Performance
-
+
HighMediumLow
goodaveragesubstandard

33. Driver Analysis – Offering/Customer Service
Score
Perform/Impact
ASIS Intnl ISA
Good/High - -
Good/Med - -
Good/Low - -
Average/High 3,5,6 1-5,7
Average/Med 1,2,4 6
Average/Low - -
Below/High-
Med
7 -
Below/Low - -

34. Driver Analysis – Products & Services
Score
Perform/Impact
ASIS Intnl ISA
Good/High - -
Good/Med 1,6,12,13 12,13
Good/Low - 6
Average/High 2,11 4,10
Average/Med 3-5,7-10 5,7,8,11
Average/Low - -
Below/High-
Med
- -
Below/Low - -
* Not all associations offer the entire
product portfolio

35. 35American Engagement Index 2017
TARGETING TO CUSTOMIZE A
RESPONSE

36. 36American Engagement Index 2017
THE HIGH SHARE OF PASSIVES WITHIN THE US MEMBER BASE IS A
CHALLENGE TO ASSOCIATIONS.
OPEN ACTIVE LOYAL MULTIPLIERPASSIVE
Base: n= 3776 // 8537 / 3288
19% 22% 24% 22% 14%AEI Total sample

37. 37American Engagement Index 2017
Up to 2 years 16% 19% 23% 25% 16%
3-5 years 14% 22% 23% 27% 15%
6-10 years 16% 20% 23% 23% 19%
11 years and more 19% 21% 25% 17% 18%
Customers 20% 25% 24% 26% 5%
GEI Total sample 10% 22% 29% 31% 8%
GEI mature markets 13% 25% 30% 23% 8%
IN USA, LONG-TERM MEMBERS (11 YEARS+) ARE AMONG HIGHEST
PASSIVES & MULTIPLERS; GLOBALLY MORE STABLE
OPEN ACTIVE LOYAL MULTIPLIERPASSIVE
Base: n= 3776 // 442/ 426 / 486 / 1407 // 126 // 8537 / 3288
19% 22% 24% 22% 14%AEI Total sample
Duration of membership:
29% of the 11+
year multipliers
want to contribute
knowledge or
content in their
field. And 35%
want to be part of
a community of
like-minded
professionals.

38. 38American Engagement Index 2017
DRIVER ANALYSIS - OVERALL PERCEPTION
TOTAL SAMPLE
Consider Leverage
P1
P2
P3
P4
P5
P6
P7
P8
HighMediumLow
averagesubstandard
Watch
Impact- +
Focus
Performance
-
Open
+
P1 Member / customer focus
P2 Reputation
P3 Subject matter expertise
P4 Reliability
P5 Internationality
P6 Contribution to society
P7 Influence on policy
P8 Thought leadership
Consider Leverage
P1
P2
P3
P4
P5
P6
P7
P8
HighMediumLow
Watch
Impact- +
Focus
Performance
-
Multiplier
+
goodaverage
Consider Leverage
P1
P2
P3 P4
P5
P6
P7
P8
HighMediumLow
Watch
Impact- +
Focus
Performance
-
Loyal
+
goodaverage
Consider Leverage
P1
P2
P3
P4
P5
P6
P7
P8
HighMediumLow
Watch
Impact- +
Focus
Performance
-
Active
+
goodaverage
+
Consider Leverage
P1
P2
P3
P4
P5
P6
P7
P8
HighMediumLow
Watch
Impact- +
Focus
Performance
-
Passive
averagesubstandard

39. 39American Engagement Index 2017
DRIVER ANALYSIS - BENEFITS / VALUE
TOTAL SAMPLE
Watch Focus
Consider Leverage
B1
B2
B3
B4
B5
B6
B7
B8
B9
B10
B11
B12
HighMediumLow
averagesubstandard
Impact- +
Performance
-
Open
+
B1 Provides me / my organization with competitive advantage
B2 Helps me achieve my personal / professional goals
B3 Value for money
B4
Membership benefits / Products & services correspond to
my needs
B5
Provides me the opportunity to be a volunteer on boards,
committees and councils
B6
Provides me the opportunity to take part in community
volunteer programs
B7
Provides me the opportunity to attend a major meeting
or conference
B8 Enables me to reach out to other members in the US
B9 Enables me to reach out to members throughout the world
B10
Conducts or produces humanitarian or social good activities
or resources
B11 Provides me opportunities for networking
B12 Provides access to industry experts
Consider Leverage
B1
B2
B3
B4
B5
B6
B7
B8
B9
B10
B11
B12
HighMediumLow
Watch
Impact- +
Focus
Performance
-
Multiplier
+
goodaverage
Consider Leverage
B1
B2
B3
B4
B5
B6
B7
B8
B9
B10
B11
B12
HighMediumLow
Watch
Impact- +
Focus
Performance
-
Loyal
+
goodaverage
Consider Leverage
B1
B2
B3
B4
B5
B6
B7
B8
B9
B10
B11 B12
HighMediumLow
Watch
Impact- +
Focus
Performance
-
Active
+
goodaverage
Focus
+
Consider Leverage
B1
B2
B3
B4
B5
B6
B7
B8
B9
B10
B11
B12
HighMediumLow
Watch
Impact- +
Performance
-
Passive
averagesubstandard

40. 40American Engagement Index 2017
DRIVER ANALYSIS - PRODUCTS & SERVICES
TOTAL SAMPLE
Consider Leverage
PS1
PS2
PS3
PS4
PS5
PS6
PS7
PS8
PS9
PS10
PS11
PS12
PS13
PS14
PS16
HighMediumLow
averagesubstandard
Watch
Impact- +
Focus
Performance
-
Open
+
PS1 Instructor led (face to face) training
PS2 Home-study programs (print / DVDs / books)
PS3 Online education programs
PS4 Online Webinar (LIVE or on demand) presentations
PS5 Editorial Magazines / Newsletters (Print or Digital)
PS6
Association Journal(s) or other publications that are
peer-reviewed (Print or Digital)
PS7 Other publications, whitepapers, etc.
PS8 Online library / information databases
PS9 Research & Benchmark Statistics
PS10 Annual meetings & (regional / local) conferences
PS11 Online networking (social media / online communities)
PS12 Standards, codes or professional guidance and good practices
PS13 Certifications or accreditations
PS14 Career Services and Information
PS15 Workforce Development and Recruiting
PS16 Industry Tours
PS17 Scholarships
Consider Leverage
PS1
PS2
PS3
PS4
PS5
PS6
PS7
PS8
PS9
PS10
PS11
PS12
PS13
PS14
PS16
HighMediumLow
Watch
Impact- +
Focus
Performance
-
Multiplier
+
goodaverage
Consider LeveragePS1
PS2
PS3
PS4
PS5
PS6
PS7
PS8
PS9
PS10
PS11
PS12
PS13
PS14
PS16
HighMediumLow
Watch
Impact- +
Focus
Performance
-
Loyal
+
goodaverage
Consider LeveragePS1
PS2
PS3
PS4
PS5
PS6
PS7
PS8
PS9
PS10
PS11
PS12
PS13
PS14
PS16
HighMediumLow
Watch
Impact- +
Focus
Performance
-
Active
+
goodaverage
+
Consider Leverage
PS5
PS6
PS8
PS10
PS12
PS13
HighMediumLow
Watch
Impact- +
Focus
Performance
-
Passive
averagesubstandard

41. 41American Engagement Index 2017
STAYING CURRENT ON TRENDS & GAINING KNOWLEDGE ARE
THE MOST RELEVANT MOTIVES FOR ALL TYPES
Question: E.17 Which of the following qualities are most relevant to you when thinking about your membership in ASSOCIATION / when thinking about purchasing products & services from
ASSOCIATION? Please select the top three.
Question: E.18a What are the leading motivational factors that convinced you to join ASSOCIATION? Please select the top three.
Base: n= 307 / 340 / 421 / 359 / 260 // 282 / 348 / 356 / 353 / 263
TYPOLOGY
Top 4 most relevant qualities for membership / for purchasing products & services
OPEN ACTIVE LOYAL MULTIPLIERPASSIVE
19% 22% 24% 22% 14%
Staying current with regards to
professional / technical trends
39% 41% 43% 40% 43%
A relevant source for standards and
codes
27% 35% 34% 30% 30%
Possibility to attend conferences,
meetings or special events
22% 24% 27% 31% 26%
Opportunities for education and
innovation among industry
professionals
19% 24% 27% 24% 28%
Gain knowledge of industry practices
throughout the world
24% 30% 34% 37% 40%
Be part of a community of like-minded
professionals/organizations
24% 32% 33% 31% 34%
To make me more valuable to my
employer
23% 20% 31% 31% 30%
Networking opportunities 24% 28% 29% 22% 27%
Top 4 leading motivational factors to join

42. 42American Engagement Index 2017
CHEAPER MEMBERSHIP IS LESS IMPORTANT THE STRONGER
THE ENGAGEMENT WHILE RELEVANT DEMAND INCREASES
Question E.20 Below you will find a list of possible benefits that could be provided by ASSOCIATION. Which of those would encourage you to renew your membership with ASSOCIATION for
another 3 years? (member) / Which of those would encourage you to become a member of ASSOCIATION within the next 12 months? (customer)
Base: n= 569 / 670 / 765 / 696 / 516
TYPOLOGY
Benefits encouraging members to renew membership
OPEN ACTIVE LOYAL MULTIPLIERPASSIVE
Reduction in member fees 49% 44% 41% 36% 36%
More activities / events near me 27% 28% 29% 34% 33%
More member benefits applicable
for my specific profession /
interest
27% 27% 27% 30% 32%
More timely and relevant
content in my areas of interest
28% 26% 28% 24% 28%
Access to job boards and
career resources
17% 20% 25% 29% 20%
19% 22% 24% 22% 14%

43. 43American Engagement Index 2017
29%
27%
17%
15%
2%
2%
2%
2%
2%
SCHOOL OR WORK CHANNELS STRONGER IN USA VS
GLOBALLY; WOM REMAINS #1
From university
Through my job in general
From a manager and/or trusted advisor (mentor)
From a colleague / friend
From a conference
Through publications
Through the internet
Other
Don’t remember
Question: F.21 How did you originally become aware of ASSOCIATION?
Base: n= 3261 | *category not included in GEI survey
GEI mature markets
13%
*
21%
25%
9%
9%
12%
3%
2%
Becoming aware of ASSOCIATION
Word of mouth: 32% 46%

44. 44American Engagement Index 2017
83%
29%
17%
14%
8%
7%
7%
5%
2%
66%
11%
56%
36%
13%
12%
11%
10%
7%
6%
5%
4%
3%
3%
USA MEMBERS PREFER WEBSITE & EMAIL
Question: Question G.23 What is the most useful source for you to get an understanding of the membership benefits / product and services of ...? What is the most useful source for you to get an
understanding of the product and services portfolio of ...? | Question G.26 Which of the following communication channels would you prefer to receive information from ...? | Base: n= 3129 / 3111
Most useful source to get an
understanding of the membership benefits
Email
Website of Association
Newsletter
Direct Mail
Tablet / smartphone App
Social Media
Personal exchange with association /
chapter or section representatives
Online community
(Mobile) Phone (Call, SMS,)
Association website
Email
Internet in general
Conferences
Direct Mail
Membership brochure
Article(s) in a newspaper / publication
Colleagues / friends
Other member(s)
Customer service representative(s) of ...
Social media
Video
39%
22%
8%
Preferred communication channel
to receive information
CHANNEL PREFERENCES - MEMBERS
Top 3 choices accumulated
First choice
Top 3 choices accumulated
First choice

45. For More Information
• Global Engagement Index
– Public Findings Report
– Infographic
• American Engagement Index
– Public Findings Report
– peter.turner@mci-group.com