APA California 2025 Membership Survey

In spring 2025, APA California launched a wide-reaching Membership Survey to hear directly from both National and Chapter-only members. The goal: to better understand who makes up APA California today and how members engage with the association across its many Sections. Northern’s members were the most responsive, with 39.7% of respondents reporting that they are associated with our Section. Thank you, Northern members, for sharing your perspectives!

Distributed through multiple channels in March and April, the survey invited planners from every career stage and sector to share their experiences, priorities, and perspectives. From satisfaction levels to demographic insights and participation trends, the responses offer a rich, data-driven snapshot of what matters most to members—and where APA California can grow next. These findings will help shape future programs, advocacy, and strategic priorities to better serve planners throughout the state.

Northern’s leadership is also learning from the results. For instance, the survey indicates a strong preference for email communications. The Communications POD, which has been reviewing our communications strategies, is leveraging this information to develop communications strategies that find you where you are and where you prefer us to be. We are also discussing ways to improve your satisfaction with your APA membership, regardless of whether you are a national or section-only member, by focusing on those benefits that are important to you. The survey demonstrates that most find value in educational programming, and Northern indicated a preference for online education events.

• 4,997 emails sent, 522 responses (10.6% response rate)
• The majority of members are White/Caucasian (65%), with notable representation of Asian (13%) and Hispanic/Latinx (12%) members
• About 80% are National members; 15.5% Chapter-only
• Most are AICP certified (57.8%), with 5% FAICP
• Public sector employment dominates (50.9%), followed by private sector (30.6%), and non-profit (12.2%)
• Membership dues are primarily paid by employers (57%)

• 60.3% report being satisfied or very satisfied with APA benefits; 30.4% are neutral
• Net Promoter Score (NPS): +17, with 40% Promoters, 37% Passives, and 23% Detractors
• San Diego and Sac Valley display the highest satisfaction and loyalty; Central and Inland Empire have the lowest
• Main benefits valued: Legislative Action & Advocacy (86.8%), Online Educational Events (83.5%), Professional Development (79.5%), and CM Credits (72.1%)
• Cost of membership and certification is a widespread concern (80.3%), with some questioning the value received
• Email remains the preferred communication method (91.2%)

• Educational programming—especially online and in-person events—are highly valued across all sections
• Section awards programs are seen as the least important benefit
• There is a consistent demand for more local events, clearer communication, and stronger professional development opportunities
• Some members express a desire for greater transparency and more balanced advocacy efforts

The survey reveals that while APA California’s members value professional and legislative benefits, there are significant concerns about cost and communication. Sections with higher satisfaction and Net Promoter Score consistently offer relevant educational programming and advocacy. Ongoing efforts to enhance engagement, clarify benefits, and address member concerns will be essential to improving loyalty and satisfaction statewide.

Please take some time to reflect on the survey results and share with Northern Director Libby Tyler, FAICP, or Communications Director Andrew Trippel, AICP, how Northern can improve its service to you.