{"id":15120,"date":"2026-08-10T07:00:08","date_gmt":"2026-08-10T11:00:08","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=15120"},"modified":"2026-08-06T16:51:31","modified_gmt":"2026-08-06T20:51:31","slug":"value-verified-inside-the-2026-association-adviser-magazine","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/value-verified-inside-the-2026-association-adviser-magazine\/","title":{"rendered":"Value, Verified: Inside the 2026 Association Adviser Magazine"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"15120\" class=\"elementor elementor-15120\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-da184f3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"da184f3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2f252303\" data-id=\"2f252303\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4c95d87b elementor-widget elementor-widget-text-editor\" data-id=\"4c95d87b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The 2026 Association Adviser magazine is live, and this year\u2019s content is built around a theme: the shift from adaptation to intention. For years, associations have been reacting to change as it comes. This year&#8217;s <a href=\"https:\/\/content.naylor.com\/BenchmarkingReport26.html\">Association Benchmarking Report<\/a>, the foundation for this issue, shows leaders moving past reaction and building deliberate systems to carry their association into the future. Here\u2019s a glimpse into this year\u2019s features:<\/p><ul><li><p>What will define a valuable association over the next five years? <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353880\/\">Redefining Member Value<\/a> puts that question to three association executives\u2014Sheronda L. Carr, Chief Executive Officer of NAWIC, Michele Stanley, President &amp; CEO of NSSGA, and Lisa Williams, Executive Director of NOMMA\u2014who each bring a clear read on relevance, revenue strategy, and the metrics worth tracking.<\/p><\/li><li><p>Trust may be the real currency of membership. In <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353881\/\">Trust Is the Receipt<\/a>, Naylor Vice President of Marketing Kiki L&#8217;Italien borrows from Dan Pink&#8217;s \u201cseller beware\u201d framework to argue that engagement data is often trust data wearing a disguise, and that members decide whether to renew long before the invoice ever arrives.\u00a0\u00a0<\/p><\/li><li><p>Most associations saw very little Gen Z membership growth last year, a fact workforce strategist and keynote speaker Phil Putnam doesn&#8217;t shy away from in <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353882\/\">Survive Past 2035: Solving the Gen Z Membership Crisis<\/a>. His fix starts with an uncomfortable idea: sell products before you sell membership.<\/p><\/li><li><p><a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353884\/\">From Insight to Action<\/a> lays out four habits that enable leading associations to turn data into decisions, and Naylor Chief Operations Officer Laura Taylor includes a 90-day framework for testing the model.<\/p><\/li><li><p>Health misinformation moves at the speed of an algorithm, a fact Kim Fitzsimmons. Chief Marketing Officer at the American Association of Endodontists (AAE), learned firsthand. <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353885\/\">Truth vs. Trends<\/a> walks through the creator-led campaign AAE built to fight misinformation, along with the five-step framework other associations can borrow.<\/p><\/li><li><p>When Barry Schieferstein, Chief Operating Officer of the American Society for Nondestructive Testing, asked a deceptively simple question, who should be a member, the answer led to a freemium model and a 30% jump in membership. He shares the full story in <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353887\/\">Rethinking Membership From the Ground Up<\/a>.<\/p><\/li><li><p>Sponsorship revenue often leaks through the cracks between departments. <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353889\/\">Building a Unified Sponsorship Program<\/a> makes the case, courtesy of Naylor Association Success Manager Ben Hopper, for replacing one-off placements with an integrated, year-round sponsor experience.<\/p><\/li><li><p>Few rebrands are simple, especially one 40 years in the making. <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353898\/\">Rebranding With Purpos<\/a>e follows Executive Director Christine Feenstra through the total overhaul of Computer Using Educators into the California Association for Leading Innovation in Education, and the neuroscience-backed framework that helped her lead members through a change that felt personal.<\/p><\/li><\/ul><p>That&#8217;s just a sample of what&#8217;s inside. The issue also covers video&#8217;s growing role in non-dues revenue in <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353895\/\">From Views to Value<\/a>, what member perception research reveals in <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353904\/\">Data as Diligence<\/a>, and what the benchmarking data shows about events and exhibitor value in <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353908\/\">Events at the Center<\/a> and <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353916\/\">The Value Beyond Leads<\/a>. <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353912\/\">Career Capital<\/a> and <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353891\/\">Bazinga! What Your Career Center Data Is Actually Telling You<\/a> make the case for career centers as strategic assets, and <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353920\/\">Building Momentum and Community<\/a> closes things out with insight into the Women&#8217;s Executive Forum\u2019s recent record attendance.<\/p><p>Whether you&#8217;re rethinking your own membership model, building a case for a new revenue stream, or simply looking for what your peers are prioritizing this year, the 2026 annual issue is designed to be a working reference you can return to. Explore the <a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353874\/\">full 2026 <em>Association Adviser<\/em><\/a> for the complete picture of where associations are headed next.<\/p><p><img decoding=\"async\" class=\" wp-image-14791 alignleft\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/07\/rh-2-300x300.png\" alt=\"\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/07\/rh-2-300x300.png 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/07\/rh-2-150x150.png 150w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/07\/rh-2.png 600w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/p><h3>About The Author<\/h3><p>Robin Lamerson is a Strategic Content Manager at Naylor Association Solutions and Managing Editor of Association Adviser. Reach her at <a href=\"mailto:robin@naylor.com\">robin@naylor.com<\/a> or connect with her on <a href=\"https:\/\/www.linkedin.com\/in\/robin-lamerson\/\">LinkedIn<\/a>.<\/p><p>Photo courtesy of VZ_Art\/<a href=\"http:\/\/Shutterstock.com\">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<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ec2c63c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ec2c63c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6dbcf4b\" data-id=\"6dbcf4b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-5450c59 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5450c59\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-066d4a8\" data-id=\"066d4a8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3a74334\" data-id=\"3a74334\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\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\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":"<p>The 2026 Association Adviser magazine is live, and this year\u2019s content is built around a theme: the shift from adaptation to intention. For years, associations have been reacting to change as it comes. This year&#8217;s Association Benchmarking Report, the foundation for this issue, shows leaders moving past reaction and building deliberate systems to carry their [&hellip;]<\/p>\n","protected":false},"author":323,"featured_media":15149,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[1722,1851,114,351,378,177,74],"class_list":["post-15120","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","tag-association-adviser","tag-association-benchmarking-report","tag-association-leadership","tag-association-management","tag-associations","tag-member-engagement","tag-membership-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Smart Association&#039;s Guide to AI-Assisted Content<\/title>\n<meta name=\"description\" content=\"The 2026 Association Adviser magazine is live, and this year\u2019s content is built around a theme: the shift from adaptation to intention. 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