Naylor Association Solutions and Association Adviser have released the 2025 Association Benchmarking Report, offering a clear view into the evolving landscape of association leadership. Now in its 14th year, the report reveals how associations are communicating more often, embracing new tools, and delivering high-value experiences—despite ongoing challenges related to staffing, revenue, and resources.
The State of Associations in 2025
Based on survey responses from over 300 senior association professionals across North America, the report provides in-depth analysis of trends in member engagement, communications, events, staffing, technology, and non-dues revenue.
Associations are now engaging with their members an average of 30.4 times per month—an increase of four touchpoints over 2024. Live events remain top-tier engagement tools, while LinkedIn has surged to the lead among social platforms for member connection. And for the first time, more than half of associations say they’re actively using artificial intelligence to enhance their communications and streamline operations.
But even with this progress, associations continue to face persistent challenges. Generating non-dues revenue is the No. 1 concern for the third consecutive year. Many associations also report struggling to communicate their member value clearly, especially as information overload returns and younger professionals demand more personalized outreach.
Key Themes from the 2025 Report
- Live Events as Strategic Hubs: Conferences, committee meetings, and networking events continue to play a central role in building member value. Associations are leveraging them not only for engagement, but also for brand visibility and non-dues revenue.
- AI and Tech Adoption on the Rise: Use of artificial intelligence tools jumped significantly in 2025, marking a shift toward more data-informed, efficient marketing and engagement strategies.
- Persistent Resource Constraints: More than half of associations remain understaffed—particularly in data, marketing, and strategic roles—limiting their ability to scale new initiatives or pursue growth at full speed.
- Revenue Pressures Continue: Sponsorships, advertising, and exhibit sales are still the most common sources of non-dues revenue, but time, bandwidth, and internal alignment continue to be obstacles to full monetization.
Why This Report Matters
The 2025 Association Benchmarking Report is more than a look at what’s trending—it’s a tool for reflection and action. It highlights what’s working, what’s still a struggle, and where the greatest opportunities lie. Whether your organization is rethinking member communications, planning your next event, or searching for smarter ways to drive revenue, this year’s insights can help guide your strategy.
Download the 2025 Association Benchmarking Report to see how your organization compares and where you can lead the way.