2025 in Reflection: What We Learned and Where We’re Headed in 2026
As 2025 comes to an end, association leaders are reflecting on a year marked by steady engagement, new pressures on communication, and continued progress in building member connection. Throughout the year, I had the opportunity to speak with many of you about the work you are doing to support your communities. Your commitment continues to guide the direction of our industry and the work we do at Naylor Association Solutions.
2025: A Year of Reconnection and Adjustment
This year brought an increase in member touchpoints across multiple channels. The 2025 Association Benchmarking Report found that associations communicated with members an average of 30 times per month, which reflects a clear effort to maintain ongoing visibility and support.
At the same time, associations noted that members often didn’t realize the extent of their benefits. Communicating member benefits effectively remained a significant challenge for more than half of respondents. This highlights the need for simpler communication structures and clearer messaging that helps members understand the value of their relationship with their association.
Events held strong throughout the year. Ninety-three percent of association leaders identified traditional conferences and face-to-face events as their most valuable engagement tool. These gatherings continue to provide opportunities for learning, connection, and shared momentum.
Technology adoption has also increased. More associations experimented with artificial intelligence to support content production, member service, and operational efficiency. While adoption is still in early stages, interest grew quickly as teams looked for ways to reduce workload and respond to member needs with more accuracy and speed.
Financially, associations continued to navigate pressures around revenue. Sixty-one percent of respondents reported that generating non-dues revenue remained a top concern. Associations are exploring new ways to diversify revenue while strengthening existing partnerships and developing more integrated sponsorship offerings.
Overall, 2025 was a year of recalibration. Associations continued to rebuild programs, refine communication strategies, and assess what members value most.
2026: The Next Chapter for Associations
The year ahead will require steady attention to several areas of opportunity and growth.
Strengthening the Member Experience
Members want communication that is clear, reliable, and relevant. Associations will continue refining their communication systems to remove unnecessary noise and emphasize information that helps members take action or feel connected to the community. This includes improved segmentation and better alignment among internal teams.
Evolving the Event Landscape
Events will remain central to association strategy. Organizations are beginning to think about events as part of a longer cycle of engagement that includes preparation, participation, and follow-up activities. This approach supports stronger year-round connection and helps members carry insights and relationships forward.
Advancing Revenue Strategy
Non-dues revenue goals require a combination of thoughtful planning, diversified offerings, and improved use of data. Sponsorships, education programs, digital platforms, and career development tools will continue to evolve as important revenue sources. Associations that introduce more flexibility and more targeted opportunities will be well positioned for growth.
Expanding the Use of Data and Technology
Interest in AI and analytics will continue to increase. To support this growth, associations will focus on improving data quality, documentation, and internal processes. Many organizations have noted the need to reinforce staffing in data and strategy roles. Building the right foundation will be essential for long-term success.
Supporting Leadership and Teams
Teams continue to navigate increased workloads and evolving member expectations. Associations that invest in internal training, operational clarity, and staff support will strengthen their ability to meet member needs with confidence and consistency.
Preparing for 2026
This past year highlighted the adaptability and persistence of association leaders. The adjustments made throughout 2025 have created momentum that will carry into the new year. With clearer communication, stronger events, improved technology, and a more intentional approach to revenue, associations are entering 2026 with a solid foundation and meaningful opportunities for growth.
On behalf of everyone at Naylor Association Solutions, thank you for your continued partnership and collaboration. I look forward to the work we will accomplish together in the year ahead.
