{"id":13254,"date":"2025-10-23T18:11:02","date_gmt":"2025-10-23T18:11:02","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=13254"},"modified":"2025-10-23T18:16:13","modified_gmt":"2025-10-23T18:16:13","slug":"membership-momentum-engaging-today-growing-tomorrow","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/membership-momentum-engaging-today-growing-tomorrow\/","title":{"rendered":"Membership Momentum: Engaging Today, Growing Tomorrow"},"content":{"rendered":"

Membership growth depends on momentum. Associations thrive when they find\u00a0effective\u00a0ways to connect with members, communicate\u00a0value\u00a0clearly, and turn engagement into long-term loyalty. The\u00a0<\/span>2025\u00a0Association Benchmarking Report<\/span><\/b><\/a>\u00a0shows that many organizations are making progress, with engagement steadily rising. However, it also highlights the ongoing challenges that continue to shape the\u00a0association\u00a0landscape: cutting through noise, clearly\u00a0demonstrating\u00a0value, and\u00a0identifying\u00a0sustainable sources of revenue.<\/span>\u00a0<\/span><\/p>\n

During the recent\u00a0<\/span>Membership Momentum: Engaging Today, Growing Tomorrow<\/a>\u00a0<\/span><\/b>webinar, Tamara Perry-Lunardo, Vice President of Content Services at Naylor Association Solutions,\u00a0and\u00a0Cody Czmyr, Director of Member Services at the International Interior Design Association (IIDA), shared data-driven insights and real-world examples that\u00a0explored\u00a0how associations can maintain momentum through clarity, creativity, and consistency.<\/span>\u00a0<\/span><\/p>\n

Engagement Is a Journey,\u00a0Not\u00a0a Checklist<\/span><\/b>\u00a0<\/span><\/h2>\n

Now in its 14th year, the\u00a0<\/span>2025\u00a0Association Benchmarking Report\u00a0<\/span>reflects the perspectives of 385 association professionals\u00a0representing\u00a0organizations of all sizes and industries. More than half (52%)\u00a0reported that cutting through information overload\u00a0remains\u00a0their biggest challenge, while 57% continue to struggle with communicating member benefits effectively. Generating non-dues revenue\u00a0remains\u00a0the top concern for 61% of respondents.<\/span>\u00a0<\/span><\/p>\n

The findings reinforce that engagement is not a one-time task but an ongoing process that evolves over time. Events create\u00a0milestones,\u00a0digital 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.<\/span>\u00a0<\/span><\/p>\n

Value Clarity Is the New Membership Currency<\/span><\/b>\u00a0<\/span><\/h2>\n

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.<\/span>\u00a0<\/span><\/p>\n

To demonstrate impact, associations must move beyond counting interactions to\u00a0measuring\u00a0perception. When members can easily articulate what they gain, they are more likely to stay engaged and renew their membership year after year.<\/span>\u00a0<\/span><\/p>\n

Retention and Revenue Work Together<\/span><\/b>\u00a0<\/span><\/h2>\n

The data also shows how closely retention and non-dues revenue are connected. Associations cannot grow financially without first\u00a0maintaining\u00a0a strong, engaged membership base. Dues revenue provides stability, and that stability makes\u00a0growth\u00a0possible. Sustainable non-dues revenue comes from the trust and attention earned through consistent engagement.<\/span>\u00a0<\/span><\/p>\n

When retention becomes the foundation, every other area of association growth benefits. Members who feel connected and see value are more likely to\u00a0participate\u00a0in events\u00a0and engage with new initiatives that strengthen the entire organization, which, in turn, attracts\u00a0sponsor, advertising, and exhibitor\u00a0investment.<\/span>\u00a0<\/span><\/p>\n

Fireside Chat with IIDA<\/span><\/b>\u00a0<\/span><\/h2>\n

During the\u00a0webinar, Cody\u00a0Czmyr, Director of Member Services at the International Interior Design Association (IIDA), shared how his team turned engagement into momentum through the award-winning\u00a0<\/span>\u201cI Am IIDA\u201d campaign<\/a><\/strong>, an initiative that celebrated IIDA\u2019s 30th anniversary and earned the<\/span>\u00a0ASAE Gold Circle Award for Excellence in Member Retention.<\/span>\u00a0<\/span><\/p>\n

The campaign\u2019s 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.\u00a0IIDA creatively\u00a0leveraged\u00a0what could have been simply an\u00a0anniversary\u00a0celebration\u00a0into a year-long, community-driven conversation about identity, belonging, and the future of design.<\/span>\u00a0<\/span><\/p>\n

The \u201c30\u201d theme was woven throughout: raffles for 30 winners, $30 gift cards, chapter \u201cbirthday\u201d celebrations, and a limited-edition anniversary poster\u00a0<\/span>members\u00a0could proudly display.\u00a0These gestures honored IIDA\u2019s legacy while reinforcing members\u2019 place in its ongoing story.<\/span>\u00a0<\/span><\/p>\n

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\u00a0<\/span>valued;\u00a0a\u00a0firm\u00a0invoicing system simplified billing for companies supporting multiple members, and student outreach doubled the number of student-to-associate upgrades.<\/span>\u00a0<\/span><\/p>\n

To sustain moment<\/span>um, the team created a monthly rhythm with playful, low-cost incentives such as\u00a0\u201cDonut Forget to Renew,\u201d\u00a0a $5 gift card giveaway that added humor and warmth to renewal messaging. The idea proved so popular that it inspired later versions like\u00a0\u201cGet the Scoop with IIDA\u201d\u00a0for ice cream.<\/span>\u00a0<\/span><\/p>\n

Inclusivity and authenticity guided every decision. Through \u201cI Am IIDA Week,\u201d 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\u2014proof that when members see themselves\u00a0reflected,\u00a0engagement follows naturally.<\/span>\u00a0<\/span><\/p>\n

Czmyr\u00a0noted that\u00a0the real magic happens when members\u00a0don\u2019t\u00a0just join an\u00a0organization,\u00a0but\u00a0see themselves in it. By making\u00a0belonging both\u00a0visible and accessible through storytelling, personalization, and creative connection points, IIDA built lasting pride\u00a0and sustained retention momentum for years to come.<\/span>\u00a0<\/span><\/p>\n

Scaling Engagement Models for Every Association<\/span><\/b>\u00a0<\/span><\/h2>\n

The lessons from IIDA\u2019s 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\u00a0participate. Adding creative and\u00a0authentic\u00a0moments helps associations stand out and keep\u00a0engagement\u00a0fresh.<\/span>\u00a0<\/span><\/p>\n

When engagement becomes a natural part of the\u00a0member\u00a0experience rather than a series of reminders, participation feels more personal and rewarding.<\/span>\u00a0<\/span><\/p>\n

The Next Era of Engagement<\/span><\/b>\u00a0<\/span><\/h2>\n

Looking ahead, engagement\u00a0is becoming more predictive, personal, and\u00a0purpose driven. Associations are beginning to use data and artificial intelligence to\u00a0anticipate\u00a0member needs and deliver more\u00a0timely, relevant outreach. Members increasingly expect seamless, mobile-first experiences that fit easily into their lives.<\/span>\u00a0<\/span><\/p>\n

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.<\/span>\u00a0<\/span><\/p>\n

Four Essentials for Membership Momentum<\/span><\/b>\u00a0<\/span><\/h2>\n

To sustain momentum into 2026 and beyond, associations should focus on four guiding principles:<\/span>\u00a0<\/span><\/p>\n

    \n
  1. Communicate value with clarity and creativity<\/span>\u00a0<\/span><\/li>\n
  2. Use data to refine engagement and retention strategies<\/span>\u00a0<\/span><\/li>\n
  3. Evolve engagement models to meet member expectations<\/span>\u00a0<\/span><\/li>\n
  4. Plan inclusively with technology that strengthens connection<\/span>\u00a0<\/span><\/li>\n<\/ol>\n

    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.<\/span>\u00a0<\/span><\/p>\n

    If you want to watch the full webinar recording,\u00a0<\/span>click here\u00a0to access Membership Momentum: Engaging Today, Growing Tomorrow<\/span><\/b><\/a>.<\/span>\u00a0<\/span><\/p>\n

    <\/div>
    \"\"<\/div>

    About The Author<\/h3>\n\t\t\tNajla Brown<\/strong> is a Senior Corporate Marketing Specialist with Naylor Association Solutions. Reach her at najla.brown@naylor.com<\/a>.\n\t\t\t<\/div><\/div><\/div><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    Membership growth depends on momentum. Associations thrive when they find\u00a0effective\u00a0ways to connect with members, communicate\u00a0value\u00a0clearly, and turn engagement into long-term loyalty. The\u00a02025\u00a0Association Benchmarking Report\u00a0shows that many organizations are making progress, with engagement steadily rising. However, it also highlights the ongoing challenges that continue to shape the\u00a0association\u00a0landscape: cutting through noise, clearly\u00a0demonstrating\u00a0value, and\u00a0identifying\u00a0sustainable sources of revenue.\u00a0 During […]<\/p>\n","protected":false},"author":276,"featured_media":13255,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1589,31,4,1418],"tags":[1852,150,1118,252,177,74,40],"class_list":["post-13254","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-benchmarking","category-features","category-membership","category-webinars","tag-2025-association-benchmarking-report","tag-association-membership","tag-association-webinar","tag-engagement","tag-member-engagement","tag-membership-2","tag-webinar"],"acf":[],"yoast_head":"\nMembership Momentum: Engaging Today, Growing Tomorrow - Association Adviser<\/title>\n<meta name=\"description\" content=\"Membership growth depends on momentum. 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