In the rapidly evolving world of associations, staying ahead requires foresight, adaptability, and a commitment to delivering value. In a recent webinar, Tracy Petrillo, Chief Learning Officer at CASBO, and Amanda Davis, Chief Experience Officer at Momentive, explored the critical trends shaping the future of associations as they navigate 2025. These are the key insights and strategies shared during this session.
Rising Costs and the Shift to Online Learning
One of the primary challenges associations face is the rising cost of in-person events. Increased expenses related to labor, food services, and venues make it difficult to price these events at a level where they can break even or generate revenue.
This trend opens the door for associations to lean back into online learning solutions, including live virtual events and on-demand content. These approaches offer cost-effective, scalable opportunities to deliver high-quality learning experiences and maintain engagement with members who may be unable to travel.
Enhancing CX Through Personalization
Associations often overlook key elements of customer experience (CX), yet improving this area can significantly enhance member satisfaction and retention. Tracy emphasized the importance of mapping the member journey to ensure communications and services are personalized to meet individual needs.
Successful associations focus on:
- Developing targeted member segments
- Implementing user-friendly digital platforms
- Maintaining proactive communication channels
Associations must avoid spreading themselves too thin by trying to be “everything to everyone.” Instead, they should prioritize value-added services, gather actionable member feedback, and invest in staff training to foster a member-centric culture.
Delivering Quality Content and Engaging SMEs
Associations need to consistently provide high-quality, relevant content to retain credibility. However, managing subject matter experts (SMEs) is becoming increasingly complex. Many SMEs have full-time jobs, making it challenging to book and keep them.
Recommendations include:
- Offering fair compensation for SME contributions where possible
- Prioritizing instructional design to maximize the impact of SME-generated content
- Identifying new and emerging thought leaders to bring fresh perspectives.
Shifting Demographics and Tailored Membership Models
As association demographics shift, understanding and addressing member needs become paramount. Younger members and those new to professions often value practical tools and career development opportunities over traditional offerings. Tailored membership models that cater to different career stages—from entry-level to senior leadership—can attract and retain a diverse membership base.
Pricing strategies must also reflect these shifts. Offering entry-level pricing for early-career professionals and specialized programs for experienced members can balance accessibility with value.
Embracing AI and Navigating Intellectual Property Challenges
Artificial intelligence (AI) is transforming the way associations operate. AI tools can streamline operations, personalize learning experiences, and create efficiencies. However, Tracy highlighted that there are critical risks, particularly around intellectual property (IP). Associations must develop policies to manage how AI-generated content is used and ensure that sensitive information remains protected.
Opportunities for AI in associations include:
- Automating repetitive administrative tasks
- Personalizing member interactions and recommendations
- Creating data-driven insights to inform strategy
Building a Sustainable Learning Business Model
Developing a sustainable learning business model is essential for associations to thrive. This includes:
- Strategic Planning: Develop a comprehensive learning business plan that aligns with organizational objectives.
- Technology Investment: Implement robust platforms like learning management systems (LMSs) to deliver and track educational content.
- Staffing and Resources: Allocate the necessary staff and resources to manage and sustain learning initiatives.
- Evaluation and Pilots: Regularly assess program impact and pilot new initiatives to minimize risk and maximize learning.
Associations that prioritize these elements can ensure long-term relevance and impact in their industries.
Conclusion: Helping Adults Love Learning Again
"Help adults love learning again, or maybe for the first time.... That's our role: to advance professions." — Tracy Petrillo, Chief Learning Officer, CASBO
As Tracy eloquently stated, associations have a unique role in helping adults rediscover a love for learning. By making education simple, accessible, and results-oriented, associations can advance their professions while creating meaningful experiences for members.
The key is to start small, test ideas, and iterate based on member feedback. Associations that embrace innovation, maintain a member-first approach, and adapt to emerging trends will be well-positioned to navigate the challenges of 2025 and beyond.
