Magazine Monday: Redefining Member Value
Associations have more ways than ever to prove their worth to members, from smarter revenue models to sharper measures of impact. To get the full picture, Association Adviser heard from three association executives and got their take on what keeps an association relevant, the revenue strategies worth pursuing, and the results that show a member relationship is working. Included in the conversation were: Sheronda L. Carr, Chief Executive Officer, National Association of Women in Construction (NAWIC), Michele Stanley, IOM, President & CEO, National Stone, Sand & Gravel, and Lisa Williams, Executive Director, National Ornamental & Miscellaneous Metals Association (NOMMA).
What do you think will define a valuable association over the next five years?
Sheronda L. Carr, NAWIC: A valuable association will be defined by its ability to consistently foster meaningful engagement among its members and extend its influence within broader ecosystems. As associations transition from traditional membership models to more modern approaches, reliance on in-person meetings alone to build credibility and generate revenue will diminish. To remain relevant, associations must embrace technological advancements as they emerge. This proactive adoption not only enhances credibility but also positions the association as a trusted resource and community for addressing the key challenges shaping their field. Members will increasingly seek reimagined, high-quality content; personalized access to interest-specific groups; and innovative delivery methods. By prioritizing peer-based technological learning and maintaining agility in responding to members’ needs, associations can evolve into forward-thinking hubs and interconnected communities that provide genuine value and support to their members.
Michele Stanley, NSSGA: A valuable association over the next five years will be defined by its ability to become an essential strategic partner—one that shapes the operating environment, aligns the industry, and delivers measurable outcomes for members. That is exactly the direction of NSSGA’s 2026–2029 Strategic Industry Plan. It reflects that shift by positioning the association as an orchestrator of the industry ecosystem: strengthening federal advocacy, improving regulatory certainty, elevating aggregates as the backbone of America’s prosperity, and ensuring the industry is recognized as central to infrastructure, economic growth, housing, manufacturing, and national competitiveness.
Lisa Williams, NOMMA: As has been true throughout their history, I believe the most valuable associations over the next five years will provide opportunities for people with similar interests and needs to connect and learn from one another. Especially given the current technological environment, associations that help their members navigate AI will be essential as the technology grows and touches nearly every industry and interest.
Read the full article in the 2026 edition of Association Adviser magazine!