Magazine Monday: 10 Ways Associations Can Use Values to Drive Engagement and Growth

An episode of the Association Adviser Podcast featuring Lori Anderson, President and CEO of the International Sign Association (ISA), explored how associations can drive deeper engagement and fuel growth by recognizing that shared values often say more about a member than age, income, or job title. Here are the top 10 takeaways from her episode.

1) Move Beyond Demographics to What Truly Drives Behavior

For years, associations have relied on demographics—age, income, job title— to guide strategy. While useful, those details only scratch the surface. Values, on the other hand, reveal what truly motivates people. When associations shift their focus from what members look like to what they care about most, they can build stronger, more meaningful connections.

2) Recognize That Values Are More Stable Than Demographics

One of the biggest advantages of a values-based approach is its longevity. Demographics change over time— people age, incomes shift, and roles evolve. Values tend to remain far more consistent. This gives associations a more reliable foundation for long-term strategy, messaging, and engagement.

3) Use Values to Find Deeper Common Ground

Research shows that people grouped by demographics have limited overlap, while those grouped by values share far more in common. When associations tap into shared values, they can create stronger alignment across diverse audiences, helping members feel more connected even if their backgrounds differ.

4) Start With Identifying Your “Power Values”

Not all values are equally important. Associations should identify the core values that stand out most for their audience—what Lori Anderson calls “power values.” These are the values that not only matter most to members but also distinguish them from the general population. Focusing on these creates a clear strategic direction.

5) Align Your Messaging to Reflect Those Values

Once key values are identified, the next step is integrating them into everyday communication. This includes marketing messages, event promotions, and even internal language. Shifting from generic claims like “the best” to messaging that reflects shared values creates more authentic and resonant communication.

6) Design Experiences That Reflect Values, Not Just Functions

Events and programs should clearly reflect member values. For example, if community is a core value, associations can design experiences that foster connection through smaller group interactions, peer discussions, or shared-interest meetups. This helps events feel more personal and relationship-driven.

7) Create Opportunities for Human Connection at Scale

Large events can feel overwhelming, especially for new attendees. By breaking large audiences into smaller, value-driven communities—such as peer groups or informal meetups— associations can make experiences feel more personal. These moments of connection often leave the strongest lasting impression.

Read the full article in the 2026 edition of Association Adviser magazine!