2021 Association Trends Study
Building the
Next Normal
How member sentiments and industry changes are making way for associations to better serve their membership – even in uncertain times.
The one study you’ll want to read in 2021!
The one study you’ll want to read in 2021!
2021 Association Trends Study
Building the
Next Normal
How member sentiments and industry changes are making way for associations to better serve their membership – even in uncertain times.
How associations can help build the next normal
After more than a year of disturbances, distractions, and adjustments, many associations now face a new challenge: How to build the next normal when members’ needs, behaviors, and perspectives have changed. We’ve got your back with brand new insights on…
What shifts have emerged in value according to members
Which behaviors formed during the pandemic will stick
And, key data benchmarks and technology trends that all association leaders should know
This study will help guide your strategies and give you actionable take-aways to drive more engagement and loyalty.
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Insight 1
Engagement
The ways members engage with associations and events have changed significantly over the last two years. Members expect their organization to offer hybrid (in-person and virtual) options for all or most events in the future.
47%
Almost half of Members say they plan to engage mostly virtual moving forward
75%
75% of Members say it’s important for their organization to offer events that can be attended in person or virtually
Takeaway
Organizations should continue to offer virtual and hybrid options that allow members to engage in the manner they prefer.
Insight 2
Investing in tech to address working harder
Member engagement with their organizations continues to climb. With engagement climbing, more than two-thirds of Association Pros say they continue to work harder than before.
Pros say the top way their organization plans to address the increased workload is to invest in new technology
Most associations are likely to invest in business analytics/ intelligence tools
Takeaway
You don’t need a Google-sized budget to invest in a modern technology suite of connected systems that help you refine the member experience and grow revenue.
