New Research Paints Picture of Association Growth Through Innovation

In the annual Association Outlook Report, hundreds of association professionals shared their expectations for 2025. Their responses reflect an optimistic view for the coming year.

Here are some highlights from the findings.

Positive Membership Growth Expectations

The survey results highlight positive expectations in the area of membership. According to the findings:

·       68 percent of associations expect increases in new member acquisition.

·       63 percent anticipate growth in total membership counts.

·       41 percent predict improved membership renewals.

While boosting marketing budgets has historically been a key driver of growth, fewer associations plan to increase their membership marketing spending in 2025 (30 percent, compared to 44 percent in 2024). Instead, associations will focus on innovation and operational efficiency to drive these outcomes.

Innovation to Drive Member Engagement

Respondents revealed several planned innovations designed to deliver more value to members in 2025:

·       62 percent intend to conduct member needs assessments to guide the development of new initiatives.

·       63 percent plan to enhance member engagement through personalized experiences.

·       49 percent aim to develop new products and services tailored to member needs.

Associations also say they will prioritize efficiency by re-evaluating and streamlining internal processes (65 percent). Data analytics will play a role in these efforts, with respondents citing plans to use tools like data visualization, dashboards, marketing campaign analytics, and engagement scoring to improve operations and outreach.

Exploring AI for Member Services

Implementing Artificial Intelligence (AI) is another emerging trend. Nearly half (44 percent) of associations plan to explore or implement AI technologies in 2025. Key areas of AI application include:

·       Content creation and curation.

·       Delivering personalized member experiences.

·       Automating responses to member inquiries and support requests.

These technologies represent an opportunity for associations to scale their services, improve efficiency, and enhance the member experience.

The 2025 Association Outlook Report includes insights on how associations plan to navigate the year ahead, from membership engagement strategies to technology adoption, dues changes, staff hiring, and operational challenges. You can access the full report here.