Learn about the factors that determine trade association effectiveness in the United States
What is TradeMarks?
TradeMarks is a research study which helps trade associations measure the extent to which policy leaders believe they are effective in achieving their policy goals. Grounded in more than 30 years of experience studying the attitudes and perception of policy leaders, APCO produced the first-ever study to tackle the question of association public policy effectiveness with a systematic, survey-based and objective approach. Policy makers and influencers rate associations on both overall effectiveness and a range of detailed areas. The results show in detail where associations must excel in order to enhance their impact.
With the release of our 10th study in the series, we continue to discern patterns in the data, identify shifts in policy leader expectations and provide associations with a data-driven roadmap for engagement strategies that enhance impact. Read the 2024 press release.
Model
APCO Insight® developed the TradeMarks Study to identify the key characteristics that define association effectiveness in achieving the public policy priorities of its members. Advanced statistical analysis allowed us to isolate the characteristics that have the most impact in shaping policy success, helping associations to act with conviction. This same model has been used in subsequent studies.
Think all characteristics are equal? Think again.
The 2024 model reveals challenges and opportunities facing associations:
- Association effectiveness remains stable, strengthening slightly since 2023. Although there was a decline following the COVID-19 surge, overall performance remains higher than all years surveyed prior to 2021.
- Integrated communication efforts have become increasingly important. Events, Media Relations and Social Media all rise in prominence in 2024, indicating the growing need to meet policy elites where they are and in a variety of ways. This shift not only reflects the years’ long trend toward more digital information consumption but also a renewed focus on in-person gatherings and information exchange. That said, there are differences by party and employment evident here.
- Associations are rightfully prioritizing unity and connections. Unified Voice and Membership Mobilization continue to be essential for associations to be considered effective advocates, and most associations appear to be doing this well. While Bipartisanship has slipped in impact from 2023 (likely a consequence of the elections), most associations are still performing well on the measure.
Top Rated Sectors
For the first time since 2014, Financial Services is collectively the most effective sector, with a TMI of 70.8, up slightly from 70.3.
Retail/General Business has shown immense improvement in perceived effectiveness since 2023, as TMI increases nearly 4 points to 70.0.
Although the perceived effectiveness of the Transportation & Travel industry has increased 3.5 points since 2023, it continues to lag most other industries. Food & Beverage’s TMI is consistent with 2023 levels.
The gap between sectors on perceived performance has narrowed – a difference of 4.7 points, down from 7.6 points, separates the top and bottom rated sectors. This year’s gap is much closer to historical norms of 4.5 points in 2022, 5.1 points in 2021 and 4.9 points in 2019.
Top Rated Associations
Policy leaders recognize that different associations focus their public policy efforts in different areas. By understanding how the associations are viewed on each of the discrete drivers of effectiveness (characteristics) and the relative impact these drivers have in shaping overall effectiveness, the TradeMarks Model prioritizes the most important strengths to be leveraged and the most important opportunities to be seized to increase effectiveness.
The table displayed shows which association has the highest performance rating on each of the 15 characteristics that comprise the TradeMarks Model. In 2024, seven different associations are viewed as performing best across the 15 characteristics. No one organization sweeps the list this year, in contrast with 2023 when one association grabbed the top spots for one-third of the 15 characteristics.
About
About the TradeMarks Model
TradeMarks is a groundbreaking model developed by APCO Insight that measures the extent to which policy leaders believe associations are effective in achieving their policy goals for their members.
TradeMarks is the first study to ever tackle the question of association effectiveness with a formal, systematic and objective approach. The TradeMarks model pinpoints the specific actions that can be taken to achieve optimal impact in each area and quantitatively determines the relative impact of each factor. It allows associations not only to gauge their effectiveness, but also to provide an actionable roadmap for how to increase their perceived effectiveness and achieve their desired outcomes.
By understanding how the associations are viewed on each of the discrete drivers of effectiveness (characteristics) and the relative impact these drivers have in shaping overall effectiveness, the TradeMarks model prioritizes the most important strengths to be leveraged and the most important opportunities to be seized to increase effectiveness.
The TradeMarks Model: Methodology
The TradeMarks Model is informed by more than 35 years of conducting qualitative and quantitative research for associations among Washington, D.C., policy leaders—the Members of Congress and their staff, executive branch professionals and other influencers who shape the opinions of associations.
Based on this experience and conversations with our partners, a list of 52 characteristics that define association effectiveness on policy issues was developed. A pre-test survey was conducted among policy leaders to isolate and validate the key characteristics that drive perceptions of association policy effectiveness; the modeling identified 15 valid factors that explain what policy leaders consider when evaluating an association’s public policy effectiveness.
In 2013, a full-scale survey of policy leaders in Washington, D.C., was conducted using a mixed-mode methodology offering respondents the opportunity to complete the survey either online or over the telephone.
Policy leaders were asked to evaluate five randomly-selected associations with whom they are familiar from a list of 50 associations in Washington, D.C. The results shown on this site are limited to data for the overall association sector represented by the 50 associations. All data, including association-level data, are the exclusive property of APCO Worldwide. For information on findings for individual associations, please click here to contact us for more information.
Beginning in 2014, this study was repeated annually using the same methodology.
About the Rankings
The Rankings present the top scoring organization for each characteristic, from among the trade associations we studied in Washington, D.C., using the TradeMarks methodology. As such, rankings do not necessarily include “best in D.C.” — some organizations were not reviewed. Furthermore, top scores on a particular characteristic should not be interpreted as receiving top scores overall. Some organizations performing very high in aggregate on the TradeMarks Index did not receive top marks in any one category.
