Associations bring people together. But anyone who has worked for a membership-based organization knows the work behind the scenes is anything but easy. Attracting, engaging, and retaining members requires a solid strategy and the agility to adapt when needed.
So where are associations excelling, and what challenges are they facing this year?
Each year, GrowthZone surveys hundreds of association professionals to identify the key trends shaping the membership landscape. This year’s research offers insights across areas such as:
In this post, we explore some of the top takeaways from this year’s research. Associations can leverage these insights to benchmark progress, identify opportunities, and confidently plan for the year ahead.
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Growth is top of mind for any membership-based organization. The good news is that many associations are seeing positive momentum. Four in 10 (41%) of associations report year-over-year growth in new members, while another 45% indicate new membership has stayed steady.
Furthermore, 36% of associations expect a net increase in total membership, and 48% anticipate staying flat. That leaves just 16% of associations that expect to see a net decline in total membership.
These numbers are encouraging. But growth doesn’t mean these organizations have it easy.
In fact, associations face a number of internal challenges. Member engagement and retention top the list, with growing membership coming in at No. 2. This suggests that even when organizations are growing, sustaining that growth requires focused effort.
At the same time, associations are facing a number of external trends and pressures. The ones they expect to have the biggest impact on operations include:
Clearly, growth is attainable. But associations must navigate a range of internal and external challenges to sustain it.
Attracting new members is only one part of the growth equation. Associations must also focus on retaining the members they already have. This is another area where associations are seeing encouraging results. More than half (56%) anticipate a retention rate of 90% or higher.
While the largest portion (61%) of associations indicate their retention rate has remained steady, 22% have seen a year-over-year decline.
Why are members choosing not to renew?
According to association professionals, the most common reasons include:
A lack of engagement stands out as the primary driver. When members aren’t actively involved, they’re more likely to leave.
Many associations are taking steps to fix this. Some of the most common strategies include improving communication, implementing structured onboarding, and expanding member offerings. These efforts can go a long way in giving members opportunities to get involved and realize more value from their membership.
But there’s still a significant gap. A quarter of associations still don’t have a documented plan for increasing membership engagement.
To improve retention, associations must take a more intentional approach to increasing engagement. This starts with identifying which members are leaving and why. From there, organizations can create a clear path that encourages all members to connect, participate, and find ongoing value within the community.
Nearly seven in 10 (69%) associations believe members recognize the unique value of their respective organizations. This suggests that organizations are making gains in articulating and delivering on their value proposition.
At the same time, associations cite price and a lack of time as top reasons for member churn.
When potential members know that membership is worth their time and understand what they have to gain, they’re more likely to join. And when existing members see firsthand that membership is worth their time and resources, they’re more likely to renew.
Communicating value isn’t a one-time event. It must be reinforced throughout the entire membership life cycle.
Though the technology is still relatively new, artificial intelligence is already reshaping the way organizations operate. Associations are no exception.
Most membership organizations recognize its important role. Ninety-three percent feel AI is at least somewhat relevant to their success over the next two to three years. Nearly half (48%) view it as very relevant or critical.
But how are associations actually using (or thinking of using) AI today?
Eighty-five percent say AI is on their radar in some way. Nearly half (46%) are experimenting with AI tools and features, and 12% are actively implementing AI-driven solutions. Another 27% are interested in learning more.
AI can help associations streamline operations, reduce manual work, and enable teams to do more with less. At the same time, members are looking to their associations for guidance on how to use AI in their own work.
Associations that leverage AI have the opportunity to both improve internal performance and position the organization as a trusted source of insight, leadership, and value in a rapidly evolving space.
Technology plays an important role in building member engagement. But many associations aren’t tapping into its full potential.
Today, just 42% of associations use an online community platform. Among those who do, 44% report that at least 40% of their members actively engage with the platform. This suggests that when community platforms are implemented thoughtfully, they can drive meaningful participation.
How are members using these platforms? Top use cases include:
Community platforms provide a space for ongoing connection, collaboration, and learning. Features such as instant messaging and video chat make it easier for members to stay engaged outside of scheduled events. This is especially important for organizations that are seeking to attract and retain younger members, which is a top challenge for many associations.
Associations without a strong online community platform risk falling behind. Investing in the right technology and using it strategically can facilitate deeper membership engagement and long-term member value.
Associations face no shortage of challenges when it comes to attracting, engaging, and retaining members. But there’s also plenty of opportunity for organizations that know where to focus their attention.
The findings of this report make one thing clear: Association success requires a more intentional approach to engagement, value delivery, and technology adoption. With the right data and insights, associations can make better decisions, plan with greater confidence, and drive meaningful growth in the year ahead.
Ready to explore the full findings from GrowthZone’s 2026 Annual Association Survey? Download the full report to uncover more benchmarks, trends, and opportunities for 2026 and beyond.