Examining how associations are adapting during the COVID-19 pandemic, Naylor’s 2021 benchmarking report reveals a growing shift in strategies for communications and events.
MCLEAN, Va. – August 11, 2021 – Naylor Association Solutions, a leading provider of innovative association tools and services that strengthen member engagement and increase non-dues revenue, today unveiled the findings of its 10th annual “Association Communications Benchmarking Report.” The report analyzes survey data from senior staff members at North American trade associations, professional societies and association management companies, providing an inside look at how associations are navigating the impacts of COVID-19 on member engagement and communications, live and virtual events, staffing and the generation of non-dues revenue. The survey, which was fielded on March 30, 2021 and closed April 30, 2021, was completed by nearly 500 association executives.
“In a COVID and post-COVID world, professional and trade associations remain vital to their members and markets. No other single entities can offer such diverse value to members as bringing them together for events, helping them grow and succeed in their careers and setting and validating industry standards for safety, quality, ethics and social responsibility,” said Alex DeBarr, president and CEO of Naylor. “Obviously, COVID has had a significant impact on associations and all of us but we’re heartened to see many associations adapt their strategies and tactics to speed their recovery and their ability to be a catalyst for recovery and re-invention for the markets they serve.”