Research Study

Association Trends 2020

From Disruption
to Opportunity

Insights into meeting the evolving needs of members.

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.

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Check out the insights

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Insight 1


Training and continuing education remains as not only an overall important membership benefit, but certain member groups now view their association as their primary source of professional training.

Training is the most-valued benefit to early-careerist members


71 percent of Hispanics say that training is the second most valued benefit


As current members are valuing their professional associations more, and early careerists are heavily valuing training, implementing an expansive learning platform will ensure member retention, as well as attract new members just starting their careers.

Insight 2

Career Advancement

As members have seen a decline in new job opportunities in their field, career advancement benefits have become more important to their membership. However, association professionals may be unaware of how essential these benefits are to their members.


Association Professionals undervalue the importance of career advancement

Helping with career advancement is most important to early careerists


While there are higher priorities set by association professionals, there is an opportunity to improve member value by implementing career advancement benefits. Guiding members to their next position with the training and certifications they need will increase non-dues revenue and retain grateful members.

Insight 3


Members who are seeking certifications to maintain or grow their careers are likely to look to their associations to offer these programs. Among certain member groups, this can be a major cost justification for new members to join.


Taking a certification program is the second most popular way late-careerists engage with associations.

Members value the ROI they see in the career advancement that comes with certifications 


Associations that serve industries that require certifications and credentials to keep or attain certain job have an opportunity to offer programs that members can use to advance their careers. Utilizing a learning platform that can offer these programs can be a simple way to increase member value.

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.