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New study on exec attitudes about the economy


ASAE & The Center just released its latest economic study, this one features results of a survey that generated 960 responses, each from a different association, conducted earlier this year. The survey form duplicated the questions asked in the Spring of 2009, providing a nice comparison and benchmarking tool. A few of the things that interested me:

  • It's interesting that in a lot of areas in 2009, execs thought the economic climate would have a worse affect than it actually did have. These areas include sponsorship, fundraising, and annual meeting-type events.
  • Where execs were most wrong, though, was predicted in the first economic study we did after the economy soured in early 2009, when we got responses from 8,500 members of 97 diverse associations. The data from that study suggested that there would not be a mass movement from face-to-face meetings to online events. This was contrary to the expectations of association execs, 61% of whom were expecting revenue from online education to increase. In actuality, only 33% reported in 2010 that such revenue had increased.
  • There's a striking dichotomy in the 2010 data: 62% of execs think overall revenue will stay the same or increase in the next 12 months. However, only 48 % think revenue from membership will stay the same or increase. It's worth watching if execs think there is a fundamental shift away from membership as a revenue stream.
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