Fundraising Association Management with a flurry of executive orders already in 2025, nonprofits and associations face a great deal of uncertainty around funding, program support, staffing, and more.
This is not the first period of uncertainty organizations have faced over the past years—with political influences, a pandemic, tax law changes, and other periods of volatility in the last decade; organizations have had no option but to adapt – a lot.
As we look ahead to the remainder of this year, what can organizations do to plan and strategize? As you seek stability, embrace creativity, and invest in long-term planning, how can your nonprofit or association leverage relationships and evolve to drive your mission forward?
Ready to strengthen your strategy for the year ahead? Explore how Association Management Software helps organizations streamline operations, engage members, and build long-term sustainability.
Key Challenges Facing Associations and Nonprofits in 2026
As 2026 approaches, associations and nonprofits face a shifting landscape defined by economic uncertainty, policy changes, and evolving member expectations. Many organizations are still adapting to funding disruptions and workforce constraints that began in previous years. These pressures make it essential to plan strategically, diversify revenue, and strengthen financial resilience.
The following key challenges highlight where associations should focus their attention this year—building stability amid uncertainty and identifying sustainable ways to grow non-dues income while continuing to deliver value to members and communities.
Stability Concerns for Associations
Depending on your mission or members, pending and predicted executive orders may significantly negatively impact your key funding sources. How can you level out your budget and prepare for potential funding shortfalls?
Source: The State of Nonprofit Fundraising, Technology, and Operations: Impact on Mission Sustainability
Strategies to Diversify Revenue and Increase Non-Dues Income
Nonprofits and associations offer programs and activities that do not directly benefit donors or members, such as lobbying, community activism, constituent programming, grants, and/or scholarships.
Diversifying revenue streams and driving non-dues revenue are becoming increasingly important to ensure your organization can continue to deliver these services for the benefit of all.
Source: The State of Nonprofit Fundraising, Technology, and Operations: Impact on Mission Sustainability
Hosting even more events or adding another campaign is perhaps impossible for an already strained staff. In some cases, it might not be possible to fully bridge the funding loss from grants or federal funds.
But hoisting a white flag is not a plan. Consider what you can add to your existing plans for the year or how a committee or junior board can own a fundraising campaign to make a revenue gap impact. Some fundraising ideas include:
- Peer-to-peer elements for your gala, such as “of the year” fundraising champions or table captains.
- Online hosted auctions for associations or nonprofits, that can include member-specific items, such as training courses, workshops, or put together a collection from our ideas that don’t cost a dime.
- Virtual scavenger hunt, 5K, or pub crawl driven by your junior board.
- Text-to-donate campaign to crowdfund for specific funding losses.
- Simply turn on recurring giving options to your existing donation pages.
If you’re looking for other things to add to or adapt for your fundraising calendar, read our 30+ Revenue Sources Workbook today to further unlock growth potential.
Member and Donor Retention Trends for Associations
It costs more to get a new member or donor than to retain an existing one. When considering what long-term members mean to stability—they are more likely to encourage others to participate, volunteer, open doors, and spend or give more —increasing retention is paramount.
Personalization and Segmentation for Retention
Personalized outreach remains one of the strongest drivers of member and donor loyalty. Associations that segment audiences by engagement level, membership type, or interests can deliver more relevant communications and offers.
Personalized renewal messages, curated event recommendations, or tailored education content help members feel seen and valued. For donors, customized impact reports or acknowledgment letters reinforce the difference their contributions make. In 2026, associations that use data and automation to scale personalization will see higher renewal and satisfaction rates.
Recognizing and Celebrating Member Contributions
Acknowledging the individuals and organizations that sustain your mission is essential for retention. Publicly recognizing top volunteers, long-term members, or high-impact donors through newsletters, events, or social media helps build a culture of appreciation.
Even simple gestures—thank-you emails, milestone badges, or spotlights during annual meetings—can deepen emotional connection. Recognition programs not only honor commitment but also motivate others to become more involved.
Sustaining Year-Round Engagement and Storytelling
Retention depends on consistent engagement beyond renewal periods or campaigns. Associations should share stories year-round that highlight member success, program impact, and community progress. Combining these narratives with video updates, webinars, or behind-the-scenes content keeps members connected between events. A steady rhythm of communication reinforces the value of belonging and keeps the organization top-of-mind when renewal season arrives.
Using Feedback to Strengthen Retention and Trust
Inviting members and donors to share opinions creates transparency and trust. Post-event surveys, quick polls, and feedback forms provide actionable insights that can shape programming, communications, and benefits. More importantly, responding to that feedback—by sharing what you heard and what will change—shows accountability and strengthens relationships. In 2026, associations that close the feedback loop will retain more members and build lasting loyalty.
As you plan and strategize around donor and member retention, consider these actionable tips to increase engagement and keep people in your organization’s fold:
Keep your outreach personal to engage donors and members. A handwritten note, or even a hand-signed, bright-colored typed letter, shows genuine care. If individual messages aren’t feasible, segment donors and members into groups and send tailored emails instead of generic letters. This personal touch strengthens relationships and boosts long-term support and engagement.
Source: 2024 Associations Trends Study: A New Era of Associations
Recognizing and Celebrating Member Contributions
Recognition is one of the most powerful ways to retain and inspire members, donors, and volunteers. When people feel seen and appreciated, their emotional connection to your mission deepens—and they are more likely to renew, advocate, and give again.
Highlight significant milestones and contributions across multiple channels: feature major gifts or anniversaries in newsletters, post donor spotlights on social media, or host annual appreciation events. Consider member awards for outstanding service, innovation, or community impact to make recognition a tradition within your organization.
Small gestures also matter. Handwritten thank-you notes, personalized emails from leadership, or surprise mentions during webinars can have lasting influence. In 2026, associations that make recognition visible, authentic, and consistent will strengthen loyalty across every member segment.
Sustaining Year-Round Engagement and Storytelling
Retention thrives when communication continues long after a renewal notice or donation appeal. Members and donors want to see the tangible difference their support makes—and storytelling is the bridge that connects them to your mission.
Use year-round communication to showcase impact. Share success stories, behind-the-scenes updates, and videos that feature real people whose lives or careers have been changed through your programs. Combine these stories with data points to demonstrate measurable results and transparency.
When challenges arise, be open about them. Sharing both wins and shortfalls builds credibility and invites supporters to be part of the solution. Whether through monthly newsletters, impact dashboards, or social updates, maintaining a steady cadence of storytelling keeps your audience emotionally invested and consistently engaged.
Using Feedback to Strengthen Retention and Trust
Collecting and acting on feedback transforms passive members into active stakeholders. It shows that your organization values input, listens to concerns, and strives to improve based on real experiences.
Deploy short post-event or post-campaign surveys to gather quick insights on satisfaction, content relevance, and overall experience. Combine quantitative data with open-ended questions to uncover deeper motivations or frustrations.
What matters most is how you respond. Publicly share the results and the steps you are taking in response. A simple “You said, we did” update in a newsletter or meeting recap demonstrates accountability and transparency. Over time, these practices build credibility, trust, and a sense of shared ownership—key ingredients for long-term retention and engagement.
Market and Economic Trends Impacting Associations
Associations and nonprofits are entering 2026 amid continued economic uncertainty and fluctuating funding conditions.
Political shifts, inflationary pressures, and changes in donor behavior are shaping how organizations plan for the future. Many associations are re-evaluating budgets, revisiting pricing models, and finding new ways to maintain relevance during unpredictable times. Understanding these market trends is critical to staying resilient and identifying opportunities for growth.
Navigating Market Disruptions and Reactive Giving
The start of 2025 brought a wave of new executive orders and funding adjustments that disrupted programs across the nonprofit and association sectors. These changes are still unfolding and will continue to affect how organizations operate well into 2026.
One major behavioral shift is the rise of reactive giving—smaller, one-time donations in response to social, political, or environmental flashpoints. While these bursts of generosity can create short-term boosts, they often lack the consistency needed for long-term sustainability.
According to Candid’s analysis of the reactive giving era, organizations that nurture relationships after a reactive gift are more likely to turn those one-time donors into lifelong supporters. Associations that position themselves as trusted, solution-driven leaders in their industries can convert momentary engagement into ongoing commitment.
Maintaining strong communication throughout the year, especially through storytelling, transparency, and impact reporting—helps keep members and donors engaged beyond moments of crisis.
The Role of Storytelling in Sustained Donor Engagement
Creativity and storytelling have become essential tools for cutting through the noise of a crowded fundraising environment. As Edward de Bono once said, “Without creativity, there would be no progress.” For associations experiencing stagnant growth or declining participation, refreshing communication strategies can reignite interest and loyalty.
Use storytelling to illustrate your impact in relatable, human terms. Highlight individual member or community success stories, show tangible results, and connect them to your mission outcomes. Multimedia content—such as short videos, infographics, and first-person narratives—can make these stories more engaging and shareable.
Encourage staff and volunteers to brainstorm new ways to showcase impact and invite participation. Whether through creative campaigns, interactive dashboards, or peer-led features, consistent and authentic storytelling builds trust, deepens emotional connection, and drives sustained engagement across economic cycles.
Innovation and Creativity in Association Growth
Innovation is no longer optional for associations; it is essential for relevance, engagement, and sustainability. As member expectations evolve and digital transformation accelerates, associations that embrace creativity in their strategies, membership models, and engagement approaches are best positioned to thrive. The following trends highlight how forward-thinking organizations are reimagining their structures and experiences to build lasting value.
Fostering Creativity Within Association Teams
True innovation begins inside the organization. Association leaders must create space for teams to think differently, test new ideas, and refine programs through collaboration. Without creative bandwidth, even strong strategies can stagnate.
Encourage cross-functional brainstorming, small pilot programs, and open feedback loops to surface new approaches. Recognize and reward innovative thinking at all levels to build a culture where creativity is valued and applied to real challenges.
Associations can also draw inspiration from peers who have successfully fostered innovation. For example, this guide from the American Society of Association Executives (ASAE) outlines how cultivating curiosity and iterative experimentation can drive measurable results. By empowering staff to experiment, associations position themselves to design more adaptive and member-centered solutions.
Rethinking Association Membership Models for 2026
Membership trends in 2026 are moving toward flexibility, personalization, and experiential value. The traditional tiered structure still has merit, but modern members expect choices that align with their career stage, engagement level, and financial capacity.
Associations can experiment with hybrid and incentive-based models to increase participation and retention. Consider these approaches:
- All-inclusive memberships at introductory or loyalty-based rates for long-term supporters.
- Points-based systems that reward engagement and allow members to redeem points for learning or networking opportunities.
- Trial memberships that provide limited access for new audiences to experience value firsthand.
- Recurring donor programs structured as memberships, offering exclusive access or perks to encourage sustained giving.
Recurring donors and auto-renew members often have nearly double the retention rate of one-time contributors. By blending flexibility with meaningful rewards, associations can build stronger loyalty and predictable revenue streams while modernizing the member experience.
Leveraging Gamification to Drive Member Engagement
Gamification has emerged as one of the fastest-growing engagement trends, projected to reach $37 billion globally by 2027. For associations, it represents a creative and data-driven way to make participation more interactive, enjoyable, and measurable.
Incorporating gamification across events, trainings, and online platforms helps turn passive participation into active involvement. Strategies include:
- Progress trackers and leaderboards to visualize achievement.
- Digital badges and recognition milestones to celebrate learning and participation.
- Interactive challenges and raffles that add energy to conferences and campaigns.
- Real-time celebrations and rewards for top contributors or volunteers.
As highlighted by Spinify’s overview of gamification benefits, incorporating game-based mechanics fosters motivation, accountability, and a sense of achievement. When integrated into education, fundraising, or networking initiatives, gamification keeps members engaged, returning, and invested in the organization’s success.
Risk-Taking and Strategic Growth Opportunities
Sustainable growth requires more than maintaining the status quo. For associations and nonprofits, the next phase of success will come from calculated experimentation, forward-looking leadership, and the courage to adapt. The most resilient organizations in 2026 will be those that balance innovation with fiscal responsibility, turning small, strategic risks into long-term opportunities for impact.
Overcoming Hesitancy to Innovate
Nonprofits and associations are naturally risk-averse, often constrained by tight budgets, limited staff capacity, and cautious boards. Yet, avoiding risk can mean missing key opportunities for growth and member engagement. The reality is that progress often depends on experimentation.
Taking risks does not have to mean betting on unproven ideas. It can involve piloting small programs, testing new technology, or rethinking traditional models before rolling them out more broadly. According to Stanford Social Innovation Review, innovation in the nonprofit sector happens when organizations reframe risk as learning. Even failed experiments generate data that informs better decisions and future success.
To reduce hesitation, leadership teams should normalize iterative testing and create an environment where smart, data-driven risks are supported. This shift encourages agility and builds an organizational culture focused on innovation, not just maintenance.
How to Take Smart, Calculated Risks to Support Sustainability
Taking calculated risks means aligning experimentation with strategy. Rather than acting reactively, associations should identify opportunities that advance core goals while managing potential downsides. Start by assessing three areas: mission alignment, financial readiness, and member impact.
Some practical ways to take smart risks include:
- Launching pilot programs for new membership tiers, pricing models, or event formats.
- Testing new technologies like AI-driven analytics or automated engagement tools to save staff time.
- Entering collaborative partnerships with other associations or vendors to share costs and expand reach.
- Exploring emerging funding streams such as corporate partnerships or recurring donation programs.
As outlined in the Harvard Business Review’s guide to taking smarter risks, successful organizations define clear objectives, measure progress in stages, and learn quickly from feedback. By starting small and scaling what works, associations can innovate responsibly while building confidence across stakeholders.
Taking risks will always carry some uncertainty, but strategic experimentation positions associations for sustainable growth. With thoughtful planning and a learning mindset, risk becomes less about potential loss and more about discovering new ways to serve members and strengthen the mission.
Major Giving and Long-Term Fundraising Trends
As nonprofits and associations look toward 2026, fundraising success will depend increasingly on cultivating deep, long-term donor relationships rather than relying solely on short-term campaigns. Major giving remains one of the most reliable and sustainable revenue sources, yet it requires patience, data-driven stewardship, and a personalized approach.
Organizations that invest in understanding donor motivations and engagement pathways will be best positioned to secure transformational gifts that advance their missions for years to come.
Understanding Major Donor Development Pathways
Major gifts do not happen overnight. Most are the result of years of relationship-building, consistent communication, and meaningful engagement. According to CCS Fundraising’s research on major donor pathways, nearly half of major donors take at least five years to begin giving at a significant level. This underscores the importance of long-term cultivation strategies that align with each donor’s personal journey and philanthropic goals.
Associations can strengthen their major giving pipeline by identifying high-potential donors early and offering multiple opportunities for involvement before asking for a significant contribution. Regular touchpoints—such as impact reports, one-on-one conversations, and tailored event invitations—build trust and demonstrate transparency. Tracking engagement data in a CRM or donor management system can help identify when a donor is ready to deepen their commitment.
In 2026, organizations that view donor development as a marathon, not a sprint, will find greater fundraising stability and stronger donor loyalty.
Building Long-Term Relationships with Major Donors
Sustaining relationships with major donors requires intentional, ongoing stewardship that extends beyond the initial gift. Once a donor has made a significant contribution, the focus should shift from solicitation to partnership. Transparency about impact, regular updates, and sincere recognition all reinforce trust and demonstrate responsible stewardship.
Consider creating personalized experiences that connect donors more closely to your mission. Examples include small-group briefings with leadership, exclusive access to new initiatives, or participation in member-focused programs. Recognition should also be meaningful and public when appropriate, through annual reports, newsletters, or event spotlights.
Major giving in 2026 will be defined by personalization, relationship depth, and accountability. By fostering genuine partnerships, associations can turn one-time supporters into lifelong advocates who help secure financial sustainability well into the future.
Source: How Small Donors Become Major Donors: Analyzing Major Donor Pathways, CCS Fundraising
Rise of Artificial Intelligence in Associations
Artificial intelligence (AI) continues to transform how associations operate, engage members, and allocate resources. While AI has become a buzzword in nearly every industry, associations are now moving from curiosity to practical implementation. The key is not adopting AI for the sake of innovation, but identifying how it can enhance efficiency, improve personalization, and strengthen mission delivery.
In 2026, AI will play a central role in helping associations automate repetitive tasks, extract insights from data, and deliver tailored member experiences that once required significant staff effort.
Practical Ways Associations Can Use AI to Increase Efficiency
AI is most effective when it supports, not replaces, human expertise. Associations can use AI tools to streamline workflows and free up time for high-value strategic work. Examples include:
- Content repurposing: Use AI writing tools to adapt newsletters, emails, and social media posts to multiple audiences.
- Member feedback surveys: Generate customized surveys or polls to collect real-time insights from members, donors, and volunteers.
- Predictive analytics: Identify engagement trends and forecast renewals or event attendance based on past data.
- Data cleanup and categorization: Use AI to organize unstructured information, such as open-ended survey responses or CRM notes.
- Automated project management: Assign tasks, track progress, and optimize team resources using AI-powered systems.
According to The American Society of Association Executives (ASAE), AI adoption in association management is already improving efficiency in content development, analytics, and member service. By starting small and scaling what works, associations can build confidence while realizing immediate time savings.
AI Tools Supporting Fundraising, Data Analysis, and Project Management
Beyond automation, AI is reshaping how associations approach fundraising, analytics, and internal operations. For fundraising teams, AI tools can segment donors, predict giving potential, and even recommend personalized outreach strategies. Data platforms that integrate machine learning can help identify which programs drive the most engagement or revenue growth.
In project management, AI-enabled tools streamline collaboration by analyzing workloads, predicting bottlenecks, and suggesting resource reallocations. Tools such as ChatGPT, ClickUp AI, and Salesforce Einstein are already being used by nonprofits and associations to increase productivity and improve decision-making.
A recent Nonprofit Tech report found that more than 60 percent of nonprofit professionals believe AI has helped them make better data-driven decisions. These tools enable smaller teams to operate with enterprise-level efficiency, allowing staff to focus more on strategy, relationships, and mission outcomes.
The rise of AI in associations is not about replacing people but empowering them. By using technology to handle time-consuming tasks and uncover insights, associations can operate more strategically and create greater value for members, donors, and stakeholders.
Key Takeaways for Association Leaders in 2026
As the association landscape continues to evolve, leaders face both unprecedented challenges and opportunities. The most successful organizations in 2026 will be those that approach uncertainty with adaptability, curiosity, and strategic foresight.
Associations that prioritize innovation, embrace technology, and maintain a strong member-first mindset will be best positioned to thrive. This means leveraging AI to improve efficiency, experimenting with creative engagement models, and investing in storytelling that builds trust and loyalty.
Leaders should also focus on collaboration across departments and with external partners to drive growth and share resources. Sustainable success will depend on balancing short-term adaptability with long-term strategic planning.
Ultimately, associations that remain agile, data-informed, and mission-driven will set the standard for impact and influence in the years ahead.
Ready to future-proof your organization? Explore how Momentive Association Management Software helps associations streamline operations, strengthen member engagement, and drive growth through innovation.
FAQ
What are the main types of professional associations?
Professional associations typically fall into three categories: trade associations, which represent industries or businesses; professional societies, which support individuals in specific occupations; and charitable or cause-based organizations, which focus on advancing missions or public interests within a field.
What are the biggest trade associations?
Some of the largest and most influential trade associations include the National Association of Realtors (NAR), the National Retail Federation (NRF), and the American Bankers Association (ABA). These groups represent major industries, advocate for members, and provide professional development and certification programs.
What types of associations exist?
Associations can be categorized by purpose or audience: trade associations, professional associations, charitable nonprofits, research or academic associations, and membership-based networks that provide industry resources, education, and advocacy.
What are the different types of associations in research?
In research, associations often focus on advancing scientific or academic collaboration. Examples include disciplinary associations (such as the American Psychological Association), interdisciplinary research groups, and policy-focused associations that connect research to real-world application.
What are the five types of trends?
Common categories of trends include social, technological, economic, environmental, and political trends (often called STEEP trends). These five areas shape how associations plan, adapt, and deliver value to members.
How can associations increase membership growth?
Associations can grow membership by offering relevant benefits, expanding digital engagement, hosting targeted events, and building referral or ambassador programs. Personalizing outreach and demonstrating clear return on membership investment are key to attracting new members.
How is membership growth measured or calculated?
Membership growth is typically measured using the formula:
(Current members – Previous members) ÷ Previous members × 100.
Associations also track new joins, renewals, churn rate, and net growth to assess overall performance.
What are the four main growth strategies for associations?
The four most common growth strategies are market penetration (increasing engagement within current audiences), market development (reaching new segments), product development (adding new benefits or services), and diversification (launching new programs or revenue streams).
What is a membership strategy?
A membership strategy defines how an association attracts, engages, and retains members. It includes recruitment tactics, pricing models, benefit design, renewal communications, and engagement programming to sustain long-term member relationships.
What is a membership model?
A membership model outlines how members join, participate, and contribute financially. Common models include tiered memberships, recurring or subscription-based memberships, and organizational memberships where companies enroll teams or departments.
Why is membership growth important for associations?
Membership growth drives financial stability, community reach, and advocacy power. A growing member base allows associations to expand programs, strengthen influence, and increase non-dues revenue through sponsorships and events.
What are the key trends shaping associations in 2026?
Major 2026 association trends include AI-driven member personalization, data-informed decision-making, hybrid event models, skills-based learning, and collaborative partnerships across industries to expand reach and impact.
What is collaborative growth in the association sector?
Collaborative growth occurs when associations partner with other organizations, educational institutions, or businesses to expand services and member value. This approach often improves innovation, advocacy reach, and shared revenue opportunities.
What are the main factors that influence trends in associations?
The most significant factors include technology adoption, member expectations, economic conditions, and policy or regulatory shifts. Monitoring these elements helps associations anticipate changes and plan strategically.
What are the three types of membership?
The main membership types are individual memberships, organizational memberships, and student or early-career memberships, each designed to meet the needs of different audiences within a profession or industry.
How do associations attract people to join?
Associations attract new members by demonstrating clear professional value—such as exclusive learning opportunities, networking access, certifications, or job support. Effective storytelling and personalized marketing also play key roles in recruitment success.
What is membership development?
Membership development is the ongoing process of recruiting, engaging, and retaining members while expanding the overall value proposition. It includes continuous improvement of programs, benefits, and communication strategies.
