Rethinking Chapters: What the Latest Benchmarking Data Reveals

In this episode of The Association Evidence Project, host Lowell Aplebaum, EdD, FASAE, CAE, CPF, is joined by Peggy Hoffman, FASAE, CAE, president and executive director of Mariner Management, and Peter Houstle, CEO and COO of Mariner Management, to explore key findings from their latest chapter performance and benchmarking report. Drawing on data from associations and chapter leaders across the industry, they examine how evolving member expectations are reshaping chapter engagement, volunteer leadership, and organizational structures. The conversation highlights the growing challenge of sustaining volunteer leadership, with both associations and chapter leaders reporting increasing difficulty recruiting and retaining volunteers. Hoffman and Houstle discuss why traditional chapter models may no longer align with members’ available time, interests, or preferred ways of engaging, and how factors such as member personality, mentorship opportunities, and purpose-driven experiences can influence participation. They also share examples of associations rethinking their chapter structures through regional councils, hub-and-spoke models, and other flexible approaches designed to reduce administrative burdens while strengthening local connections. The episode explores the importance of moving beyond compliance-focused metrics and toward measures that better reflect member value, including belonging, loyalty, and meaningful engagement. Throughout the discussion, the guests offer practical insights for association leaders seeking to create more adaptable chapter ecosystems that better serve members while building a sustainable future for volunteer leadership. Access the report, 2025 Chapter Performance & Benchmarking Report, here: https://marinermanagement.com/2025-chapter-performance-benchmarking-report/ The Association Evidence Project is produced by Association Briefings.