Membership Momentum: Engaging Today, Growing Tomorrow
Membership growth depends on momentum. Associations thrive when they find effective ways to connect with members, communicate value clearly, and turn engagement into long-term loyalty. The 2025 Association Benchmarking Report shows that many organizations are making progress, with engagement steadily rising. However, it also highlights the ongoing challenges that continue to shape the association landscape: cutting through noise, clearly demonstrating value, and identifying sustainable sources of revenue.
During the recent Membership Momentum: Engaging Today, Growing Tomorrow webinar, Tamara Perry-Lunardo, Vice President of Content Services at Naylor Association Solutions, and Cody Czmyr, Director of Member Services at the International Interior Design Association (IIDA), shared data-driven insights and real-world examples that explored how associations can maintain momentum through clarity, creativity, and consistency.
Engagement Is a Journey, Not a Checklist
Now in its 14th year, the 2025 Association Benchmarking Report reflects the perspectives of 385 association professionals representing organizations of all sizes and industries. More than half (52%) reported that cutting through information overload remains their biggest challenge, while 57% continue to struggle with communicating member benefits effectively. Generating non-dues revenue remains the top concern for 61% of respondents.
The findings reinforce that engagement is not a one-time task but an ongoing process that evolves over time. Events create milestones, digital channels keep members connected between those touchpoints, and personalization helps tailor each experience. Associations that embrace engagement as a journey rather than a checklist are building stronger, more resilient relationships with their members.
Value Clarity Is the New Membership Currency
While many associations have improved how often they engage, fewer have mastered how clearly they communicate value. Members determine value through tangible outcomes, not just through lists of benefits. Advocacy becomes meaningful when it results in protections or progress for a profession. Career development matters when it leads to jobs or skill advancement. Community delivers value when members feel a sense of belonging and recognition.
To demonstrate impact, associations must move beyond counting interactions to measuring perception. When members can easily articulate what they gain, they are more likely to stay engaged and renew their membership year after year.
Retention and Revenue Work Together
The data also shows how closely retention and non-dues revenue are connected. Associations cannot grow financially without first maintaining a strong, engaged membership base. Dues revenue provides stability, and that stability makes growth possible. Sustainable non-dues revenue comes from the trust and attention earned through consistent engagement.
When retention becomes the foundation, every other area of association growth benefits. Members who feel connected and see value are more likely to participate in events and engage with new initiatives that strengthen the entire organization, which, in turn, attracts sponsor, advertising, and exhibitor investment.
Fireside Chat with IIDA
During the webinar, Cody Czmyr, Director of Member Services at the International Interior Design Association (IIDA), shared how his team turned engagement into momentum through the award-winning “I Am IIDA” campaign, an initiative that celebrated IIDA’s 30th anniversary and earned the ASAE Gold Circle Award for Excellence in Member Retention.
The campaign’s success came from turning the spotlight back on members. Rather than telling people what IIDA stood for, the team invited members to define it through their own stories. IIDA creatively leveraged what could have been simply an anniversary celebration into a year-long, community-driven conversation about identity, belonging, and the future of design.
The “30” theme was woven throughout: raffles for 30 winners, $30 gift cards, chapter “birthday” celebrations, and a limited-edition anniversary poster members could proudly display. These gestures honored IIDA’s legacy while reinforcing members’ place in its ongoing story.
Personalization was central to engagement. IIDA built distinct touchpoints for individuals, firms, and students instead of using one-size-fits-all messaging. Early renewal incentives made professionals feel valued; a firm invoicing system simplified billing for companies supporting multiple members, and student outreach doubled the number of student-to-associate upgrades.
To sustain momentum, the team created a monthly rhythm with playful, low-cost incentives such as “Donut Forget to Renew,” a $5 gift card giveaway that added humor and warmth to renewal messaging. The idea proved so popular that it inspired later versions like “Get the Scoop with IIDA” for ice cream.
Inclusivity and authenticity guided every decision. Through “I Am IIDA Week,” chapters and members shared their stories via videos and graphics, celebrating the diversity of the design community. What began as a few staff-led posts grew into an organic, member-driven movement across social media—proof that when members see themselves reflected, engagement follows naturally.
Czmyr noted that the real magic happens when members don’t just join an organization, but see themselves in it. By making belonging both visible and accessible through storytelling, personalization, and creative connection points, IIDA built lasting pride and sustained retention momentum for years to come.
Scaling Engagement Models for Every Association
The lessons from IIDA’s approach extend far beyond the design community. Any association can strengthen its engagement strategy by building a steady, year-round rhythm of touchpoints and empowering chapters, staff, and members to share authentic stories. Simplifying renewals and improving accessibility makes it easier for members to participate. Adding creative and authentic moments helps associations stand out and keep engagement fresh.
When engagement becomes a natural part of the member experience rather than a series of reminders, participation feels more personal and rewarding.
The Next Era of Engagement
Looking ahead, engagement is becoming more predictive, personal, and purpose driven. Associations are beginning to use data and artificial intelligence to anticipate member needs and deliver more timely, relevant outreach. Members increasingly expect seamless, mobile-first experiences that fit easily into their lives.
Success will depend on how well associations can combine technology with authenticity. The most effective organizations will use predictive tools to enhance relationships, not replace them. They will create communities built on purpose and belonging, where members feel seen, supported, and inspired to stay involved.
Four Essentials for Membership Momentum
To sustain momentum into 2026 and beyond, associations should focus on four guiding principles:
- Communicate value with clarity and creativity
- Use data to refine engagement and retention strategies
- Evolve engagement models to meet member expectations
- Plan inclusively with technology that strengthens connection
Building momentum is not about doing more. It is about focusing on what matters most and delivering it with purpose and consistency. When associations prioritize clarity, connection, and creativity, they create the kind of membership experience that keeps growing stronger each year.
If you want to watch the full webinar recording, click here to access Membership Momentum: Engaging Today, Growing Tomorrow.
