Magazine Monday: Redefining Member Value

What does it take to make an association indispensable in a world where members have more choices, more information, and more demands on their time?

For associations today, proving value goes far beyond membership numbers and event attendance. The organizations that thrive will be those that understand what members need next—and build the technology, partnerships, experiences, and strategies to deliver it.

In this in-depth conversation, Association Adviser brings together three association leaders—Sheronda L. Carr of the National Association of Women in Construction (NAWIC), Michele Stanley of the National Stone, Sand & Gravel Association (NSSGA), and Lisa Williams of the National Ornamental & Miscellaneous Metals Association (NOMMA)—to explore what the future of association value really looks like.

Their perspectives reveal a common theme: relevance requires constant evolution. Members increasingly expect personalized content, meaningful peer connections, trusted expertise, help navigating emerging technologies such as AI, and practical solutions to real-world challenges. At the same time, associations must rethink traditional revenue models and find new ways to generate income without losing sight of their mission.

The conversation also digs into the growing importance of non-dues revenue. From strategic partnerships and sponsorships to education, specialized job listings, events, and even opportunities to turn anonymized member insights into industry intelligence, the possibilities are expanding. But so are the challenges. Nearly half of associations cite understaffing and limited resources as significant barriers to revenue growth, while new concerns around sponsorship ROI, monetization, and sales expertise are reshaping the landscape.

Perhaps most importantly, the executives discuss how associations should measure whether their strategies are actually working. Membership and revenue still matter—but today’s strongest indicators may be engagement, advocacy wins, content consumption, conversions, member outcomes, and evidence that an association is influencing its industry.

So, what does success ultimately look like? It may mean becoming a trusted strategic partner, strengthening an industry’s voice, helping members navigate change, or simply delivering enough value that members choose to stay. 

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