{"id":13311,"date":"2025-12-17T07:00:34","date_gmt":"2025-12-17T07:00:34","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=13311"},"modified":"2026-06-23T09:36:04","modified_gmt":"2026-06-23T09:36:04","slug":"2025-in-reflection-what-we-learned-and-where-were-headed-in-2026","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/2025-in-reflection-what-we-learned-and-where-were-headed-in-2026\/","title":{"rendered":"2025 in Reflection: What We Learned and Where We\u2019re Headed in 2026"},"content":{"rendered":"\t\t
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As 2025 comes to an end, association leaders are reflecting on a year marked by steady engagement, new pressures on communication, and continued progress in building member connection. Throughout the year, I had the opportunity to speak with many of you about the work you are doing to support your communities. Your commitment continues to guide the direction of our industry and the work we do at Naylor Association Solutions.<\/span><\/p>\n

2025: A Year of Reconnection and Adjustment<\/span><\/b> <\/span><\/h2>\n

This year brought an increase in member touchpoints across multiple channels. <\/span>The 2025 Association Benchmarking Report<\/span><\/b><\/a> <\/span><\/b>found that associations communicated with members an average o<\/span>f 30 times per month, which re<\/span>flects a clear effort to maintain ongoing visibility and support. <\/span> <\/span><\/p>\n

At the same time, assoc<\/span>iations noted that members often didn’t realize the extent of their benefits. Communicating member benefits effectively remained a significant challenge for more than half of respondents. This highlights the need for <\/span>simpler communication structures and clearer messaging that helps members understand the value of their relationship with their association. <\/span> <\/span><\/p>\n

Events held strong throughout the y<\/span>ear. Ninety-three percent of ass<\/span>ociation leaders identified traditional conferences and face-to-face events as their most valuable engagement tool. These gatherings continue to provide opportunities for learning, connection, and shared momentum. <\/span> <\/span><\/p>\n

Technology adoption has also increased. More associations experimented with artificial intelligence to support content production, member service, and operational efficiency. While adoption is still in early stages, interest grew quickly as teams looked for ways to reduce workload and respond to member needs with more accuracy and speed.<\/span> <\/span><\/p>\n

Financially, associations continued to navigate pressures around revenue<\/span>. Sixty-one percent of respondents reported that generating non-dues revenue remained a top concern. Associations are exploring new ways to diversify revenue while strengthening existing partnerships and developing more integrated sponsorship offerings. <\/span> <\/span><\/p>\n

Overall, 2025 was a year of recalibration. Associations continued to rebuild programs, refine communication strategies, and assess what members value most.<\/span> <\/span><\/p>\n

2026: The Next Chapter for Associations<\/span><\/b> <\/span><\/h2>\n

The year ahead will require steady attention to several areas of opportunity and growth.<\/span> <\/span><\/p>\n

Strengthening the Member Experience<\/span><\/b> <\/span><\/h3>\n

Members want communication that is clear, reliable, and relevant. Associations will continue refining their communication systems to remove unnecessary noise and emphasize information that helps members take action or feel connected to the community. This includes improved segmentation and better alignment among internal teams.<\/span> <\/span><\/p>\n

Evolving the Event Landscape<\/span><\/b> <\/span><\/h3>\n

Events will remain central to association strategy. Organizations are beginning to think about events as part of a longer cycle of engagement that includes preparation, participation, and follow-up activities. This approach supports stronger year-round connection and helps members carry insights and relationships forward.<\/span> <\/span><\/p>\n

Advancing Revenue Strategy<\/span><\/b> <\/span><\/h3>\n

Non-dues revenue goals require a combination of thoughtful planning, diversified offerings, and improved use of data. Sponsorships, education programs, digital platforms, and career development tools will continue to evolve as important revenue sources. Associations that introduce more flexibility and more targeted opportunities will be well positioned for growth.<\/span> <\/span><\/p>\n

Expanding the Use of Data and Technology<\/span><\/b> <\/span><\/h3>\n

Interest in AI and analytics will continue to increase. To support this growth, associations will focus on improving data quality, documentation, and internal processes. Many organizations have noted the need to reinforce staffing in data and strategy roles. Building the right foundation will be essential for long-term success.<\/span> <\/span><\/p>\n

Supporting Leadership and Teams<\/span><\/b> <\/span><\/h3>\n

Teams continue to navigate increased workloads and evolving member expectations. Associations that invest in internal training, operational clarity, and staff support will strengthen their ability to meet member needs with confidence and consistency.<\/span> <\/span><\/p>\n

Preparing for 2026<\/span><\/b> <\/span><\/h2>\n

This past year highlighted the adaptability and persistence of association leaders. The adjustments made throughout 2025 have created momentum that will carry into the new year. With clearer communication, stronger events, improved technology, and a more intentional approach to revenue, associations are entering 2026 with a solid foundation and meaningful opportunities for growth.<\/span> <\/span><\/p>\n

On behalf of everyone at Naylor Association Solutions, thank you for your continued partnership and collaboration. I look forward to the work we will accomplish together in the year ahead.<\/span> <\/span><\/p>\n

<\/div>
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About The Author<\/h3>\n\t\t\t Christine Shaw <\/strong>is the CEO & President at Naylor Association Solutions. Reach her at christine.shaw@naylor.com<\/a> or connect with her on LinkedIn<\/a>.\n\t\t\t<\/div><\/div><\/div>\n

 <\/p>\n

Photo courtesy of LanaSweet\/Shutterstock.com<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

As 2025 comes to an end, association leaders are reflecting on a year marked by steady engagement, new pressures on communication, and continued progress in building member connection. Throughout the year, I had the opportunity to speak with many of you about the work you are doing to support your communities. Your commitment continues to guide the […]<\/p>\n","protected":false},"author":297,"featured_media":13314,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,31,87,4,3,6],"tags":[150,50,1871,121,32,57],"class_list":["post-13311","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","category-features","category-association-leadership","category-membership","category-revenue","category-technology","tag-association-membership","tag-events","tag-future","tag-leadership-2","tag-revenue-2","tag-technology-2"],"acf":[],"yoast_head":"\n2025 in Reflection: What We Learned and Where We\u2019re Headed in 2026 - Association Adviser<\/title>\n<meta name=\"description\" content=\"As 2025 comes to an end, association leaders are\u00a0reflecting on\u00a0a year marked by steady engagement, new pressures on communication, and continued progress in building member connection.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/2025-in-reflection-what-we-learned-and-where-were-headed-in-2026\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2025 in Reflection: What We Learned and Where We\u2019re Headed in 2026 - 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