Unlocking Value for Members: Perceptions and the Evolving Role of Associations

Introduction

In an era of rapid digital innovation, shifting economies, and evolving workforce dynamics, associations remain vital forces driving progress across industries and professions. These organizations are integral to the fabric of society, enhancing both professional and personal lives, shaping industries, and contributing to social and economic wellbeing. According to the American Society of Association Executives (ASAE), in 2022, the IRS recognized 60,500 trade and professional associations, generating $116 billion in revenue and supporting a $20 billion payroll. However, the landscape for associations has dramatically shifted in recent years. The COVID-19 pandemic, economic downturns, and social and political shifts have necessitated rapid adaptation. Meanwhile, emerging technologies, including Artificial Intelligence (AI), are beginning to reshape the ways associations operate and engage with their members. As associations navigate these changes, opportunities continue to emerge for redefining their role, enhancing member experiences, fostering deeper connections, and expanding professional development offerings.

Despite these external pressures, our research shows many associations are getting it right.

Download Now

Authors

Matt Sanderson

President & CEO
Smithbucklin

Jeff Hartney

Vice President, Association Management
Smithbucklin

Karen Saverino

Chief Marketing Officer,
Smithbucklin

Jeremy Van Ek

Chief Operations Officer, Association Management
Smithbucklin