2022 Association Trends Study

The Big Reveal

The Future-Focused Member Experience

Association members value the flexibility of hybrid events, which allow them to attend either in-person or virtually.

Associations looking to secure their future and improve member experience (MX) must evaluate member values and invest in technology.

Research Study

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After more than two years of ups, downs, twists and turns, the focus on technology and member experience has never been greater. So just how are association leaders using technology, managing their IT spend, and addressing evolving member expectations?

We reveal insights into why the powerful connection between innovative technology and member loyalty remains critical to modern associations. What you’ll learn:

  • Your members’ new attitudes and outlooks toward technology
  • Technology’s powerful impact on member loyalty
  • Key technology trends that all association leaders should know about
  • Action items aimed at providing greater member value and a more positive member experience

This study, with data collected from hundreds of association leaders and a thousand members, will help guide your strategies and give you actionable take-aways to drive more engagement and loyalty.

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Insight 1

Shifting member priorities impacts your content strategy

Understanding shifting member priorities positions your organization as the go-to in your industry, for career advancement opportunities.


Members report an increased interest in tangible personal benefits like certifications/ credentials and help with career advancement


However, association Pros continue to undervalue the importance of career advancement benefits

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Implement event management software to manage all your event content planning for in-person, virtual, and hybrid events — and improve MX while you’re at it.

Insight 2

Tech investments create big opportunities for organizations to create a more positive and lasting MX.

Offering top-notch event experiences for your members includes putting the right tools and strategies in place to engage in-person and virtual attendees and identify the experience they want.


Members who view their association as an early adopter of technology continue to be more satisfied, more connected, more likely to renew, and more likely to promote their association


However, less than 20 percent of Pros feel very technologically prepared for the future

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It’s time to re-evaluate your strategies and continue investing in event technology that can help you deliver excellent learning experiences at your events.

On-Demand Webinar

The Big Reveal: 2022 Association Trends Report

The results are in! Join Community Brands and Edge Research for a deep dive into the comprehensive findings of the 2022 Association Trends Study: The Future-Focused Member Experience, the only industry research report with sentiments from both members and association professionals. During this on-demand webinar, we revealed insights into what shifts have emerged in member value and shined a light on focus areas for association professionals moving forward.