Research Study

Association Trends 2020

From Disruption
to Opportunity

How to connect with your members as times evolve.

This year has been a wild ride, where do you go from here?

We know you are working harder than ever before. We’ve got your back with brand new insights on…

  • How associations have been responding to this year’s challenges
  • What trends have emerged with member preferences
  • And, what both association professionals and members think lies ahead

This report will help guide your association’s strategies and give you actionable takeaways to increase engagement and loyalty.

Fill out the form to download full report →

Check out the insights

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Insight 1


Members want to develop relationships and connections with like-minded peers. One of the biggest value an associations offers is networking with peers and industry leaders.


Networking increased 7 spots with all members


Networking increased 14 spots in importance to early careerists


Your association needs to inspire and enable members to connect with each other. YourMembership’s built-in online community is great way to promote member connections and networking opportunities based on common member attributes and interests.

Insight 2

Interacting Digitally

Your organization has been faced with difficult decisions – cancelling, postponing or re-imaging your events. Your association needs strategies to meet members expectations for digital engagement.

Most loyal members groups are more likely to cite increased online resources as the reason they are interacting more today

One of the ways members are interacting more now today is via association’s website


Offering a great mobile experience is simply a must-do these days. No matter how hard you work to grab your members’ attention, if you aren’t thinking about their mobile experience in everything you do, you could lose their attention nearly as quickly as you get it.

Insight 3

Industry Information

Industry information is consistently a top valued benefit across all career stages and generations. It’s also a key driver of member retention.


68 percent of members say that industry information is more important now than before


Mid and later careerists value industry information the most


Keep members informed and coming back for the latest industry news and trends by using your online community’s quick announcement area to draw attention to important information.

On-demand Webinar

The Big Reveal: 2020 Association Trends Report

The results are in! Join Community Brands for on-demand webinar of the big reveal of the 2020 Association Trends 2020: From Disruption to Opportunity, the only industry research report with sentiments from both members and association professionals. During this on-demand webinar, we discussed the latest trends impacting member value, loyalty, and engagement.

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