2025 Momentive Association Research Study

Bridging the Gap: Aligning Association Professionals and Members for Success

A decade of insights to guide your organization into the future

Over the past decade, much has changed for associations. But what comes next for your organization?

Now more than ever, associations must close critical gaps with their members to recruit, retain, and boost revenue. Read the 10th annual Association Trends Study for actionable strategies to reimagine events, advance AI, evolve professional development, and tap into member loyalty trends—helping you secure your organization’s future.

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Insight 1

Advance your association with AI

AI is a present-day priority; the shift from exploration to execution is well underway. Associations have an opportunity to lead with innovation, align with member expectations, and build smarter, more responsive operations.

0 %

of organizations now use AI (with policies in place)

0 %

of boards support AI adoption

Key Takeaway

AI adoption is accelerating, and leadership is on board. Now’s the time for associations to move from interest to action.

Insight 2

Association events a value-driver for members and leaders

Events are strategic assets, playing a major role in your association’s financial sustainability. Additionally, events go beyond your bottom line, delivering high-value experiences to engage members, showcase leadership, and reinforce your mission.

# 0

priority for association leaders is events

0 ^nd

largest revenue stream for associations is events

Key Takeaway

Events are both a financial engine and leadership priority, making them a powerful driver for member engagement and organizational growth.

Explore Previous Studies

2024 Associations Trends Study

A New Era of Associations: The Transformational Power of Technology

Explore how association professionals are leveraging technology to drive revenue, enhance member value, and secure their organizations’ future.

Watch our on-demand webinar revealing groundbreaking findings from our comprehensive survey of association professionals and members

Discover how loyalty metrics are soaring as members turn to their organizations for guidance in uncertain times and learn why successful events have become a top priority for association leaders. This year’s report uncovers critical shifts in member expectations, from the growing demand for regional events to the increase in professional development requirements.