Benchmarking for Trade Associations: from Data to Member Value and New Revenue

Notes

A recording of this event is available to members at Professional and Leader level.

The Chatham House rule applies: Outside of the meeting you may refer to anything discussed but you may not refer to who said it or about whom or which organisation it was said.

The content and speakers may change between now and the event due to circumstances beyond our control.

This seminar will be presented by Tonnis van Dam, the founder and Managing Director of Compare2Compete (C2C), one of AAE's business partners. C2C is a specialist in reporting tools for associations, federations and membership organisations.

In this session, Tonnis will cover how Trade Associations can use benchmarking to create practical value for members, raise professional standards across the sector and strengthen their role as a trusted source of sector intelligence.

For many trade associations, one of the biggest challenges is to offer services that are directly relevant to individual members while also building a stronger understanding of the sector as a whole. Members want to know how they compare with peers, where they can improve. Boards and association teams want better insight into trends, risks, capacity, performance, labour market developments and strategic challenges within the sector.

Benchmarking can help address both needs. By collecting structured data from members and translating it into individual reports, dashboards and sector insights, associations can provide each member with a personalised view of their own position and their position relative to the total group or peer groups. At the same time, the association gains valuable intelligence to remain the trusted authority for and about the sector.

During this seminar, Tonnis will demonstrate how associations can design and use benchmarking programmes that are valuable, practical and trusted by members. He will show how benchmarking can be used for financial and operational comparison, remuneration and employee benefits benchmarking, culture research and quality improvement.

Tonnis will share a practical case study from SRA, an association that uses benchmarking to support and improve the quality of its member firms.

For individual membership and professional associations, we recommend attending the benchmarking event specific to these. See here.

What you will learn:

How benchmarking can:

Contribute to a recurring member value programme and revenue generator
Create direct and practical value for individual members
Help members understand their position compared with the total group or relevant peer groups with personalised deliverables
Supports financial and operational improvement, culture development, and Salary & Benefit insights
Provide sector-level intelligence to enhance and improve advocacy, strategy, service development and
Provide thought leadership to association boards and teams

As well as how to deal with challenges of: