On-Demand Webinar
The Member Advantage: What Members Prove, What’s Slipping, and Where AI Changes Everything
Discover the latest groundbreaking research revealing association members actually report more career success, leadership roles, and promotions than nonmembers, especially Gen Z and early-careerists. But loyalty is softening among Millennials and mid-career members, and AI is reshaping what members expect, with 4 in 10 believing their organization could become obsolete if they don’t keep up. The 11th annual Association Trends Report, based on surveys of 1,010 members, 764 nonmembers, and 200 professionals explores:
- Does membership actually drive career success?
- Why are association loyalty metrics declining, and which members are driving it?
- How is AI reshaping member expectations?
- How does membership affect AI-readiness?
- What matters most to Gen Z members versus Millennial members?
- Which member priorities do professionals consistently underestimate?
This on-demand webinar is part of a series
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About the Series
What It Takes to Keep the Modern Member
We’ve got great news for associations. Their members are getting promoted faster, feeling more financially stable, and reporting more confidence facing AI disruption than people who’ve never joined, according to new research from the 11th Annual Association Trends Study. That’s the case associations have been making for years, and now there’s data behind it. But the bad news? The same research found something harder to hear: loyalty metrics softened this year, and the steepest drops are among the members associations are least likely to be watching closely.
The associations pulling ahead have realized member expectations moved faster than most technology roadmaps, event calendars, or engagement strategies were built to handle. These leaders are having honest conversations about the gap between what members want and what their organization currently delivers, and closing it with intention rather than assumption.
This series draws on original research from the 2026 Association Trends Study, comparing current members, people who’ve never joined, and association professionals (pros). Each session tackles a different pressure point: AI and technology, career development, community, events, and generational change. Together, they give you a grounded, data-backed picture of who the modern member actually is, and a practical path to keep them.