This report examines how employer and business membership organizations (EBMOs) generate and use data to inform their operations, services, and strategic decisions. It finds that while EBMOs actively collect data on members’ needs and policy concerns, they vary greatly in how systematically they gather and leverage insights. Most analyze data primarily for advocacy or responding to immediate member needs rather than assessing service impact or operational performance. While attentive to security, EBMOs also differ in their data storage tools and lack procedures for long-term management.
The study methodology combined interviews with EBMO leaders worldwide and a global survey of over 100 EBMOs. It explored what data EBMOs recognize as valuable, how departments use data day-to-day, and to what extent they leverage insights for strategic, organizational, and operational decisions.
Key findings show EBMOs actively gather member data on interests and needs but are less aware of the value of operational data for performance insights. Participation barriers like limited interest, capacity and resources also hinder data collection. While careful around confidential data, data storage tools and locations vary greatly across EBMOs. Data is shared with members and non-members but most lack formal data dissemination procedures.
The report argues more consistent, intentional practices would let EBMOs derive more value from data to improve services, reinforce their value proposition, and attract members. Concrete recommendations at the strategic, organizational, and operational levels advise EBMO leaders to communicate the benefits of a data-driven approach, model data-driven decisions themselves, and develop policies for optimal data use. Managers are urged to align data use with strategy, identify skill and capability gaps revealed in the data, and promote cross-departmental sharing. Staff-level suggestions include applying evidence-based approaches in member interactions, exploring technological solutions for easier collection and analysis, and setting performance baselines and benchmarks.
The complete report can be viewed here.
The report highlights infographic can be viewed here.