2022 Association Trends Study

The Big Reveal

The Future-Focused Member Experience

How continuing education can boost member engagement and retention.

Your LMS has the power to enhance member experience (MX) and drive member recruitment.

Research Study

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After more than two years of ups, downs, twists and turns, the focus on technology and MX 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

Member priorities are shifting to tangible benefits

Understanding the shift in member priorities empowers your association to be the go-to resource for learning and professional development opportunities.


Members report an increased interest in personal membership benefits like certifications and professional development, career advancement, and job opportunities


Certifications/ credentials is one of the top three reasons a Member joins an association

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Invest in your learning program to deliver superior MX and boost member recruitment.

Insight 2

Embrace a modern LMS to enhance MX

Members want professional development opportunities and certifications to further their career growth—yet Pros are typically slow to respond.


47% of Members state that certifications are very important to them


Only 39% of Pros feel that certifications are important to their organization’s members

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Don’t let your association get left behind—adopt an innovative LMS to drive member engagement and improve MX.

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.