What 2025 Revealed and How Associations Can Prepare for 2026

What 2025 Revealed and How Associations Can Prepare for 2026

In an article by Christine Shaw of Naylor Association Solutions, the close of 2025 is framed as a period of reflection and recalibration for associations navigating engagement, communication complexity, and financial pressure. Shaw opens with an overview of a year defined by steady reconnection with members alongside growing expectations for clarity, relevance, and value. Her perspective is informed by conversations with association leaders and findings from the 2025 Association Benchmarking Report.

According to Shaw, associations saw significant increases in member touchpoints, averaging 30 communications per month. Despite this volume, more than half of respondents reported that members still struggled to understand the full scope of their benefits. Shaw says this disconnect underscores the need for simpler messaging and more coherent communication structures that clearly articulate value. Events remained a cornerstone of engagement, with 93 percent of leaders identifying in-person conferences as their most effective tool for connection and momentum.

Shaw also notes growing experimentation with artificial intelligence across content, member service, and operations. While adoption remains early, interest accelerated as teams sought efficiency and responsiveness. Financially, non-dues revenue continued to challenge associations, with 61 percent citing it as a top concern, prompting exploration of diversified offerings and more integrated sponsorship models.

Looking ahead to 2026, Shaw outlines priorities that include refining the member experience through clearer, more targeted communication; extending event engagement beyond single moments; advancing diversified revenue strategies; strengthening data and technology foundations; and investing in staff capacity. Her conclusion underscores that the adjustments made in 2025 have strengthened associations and that disciplined communication, intentional revenue planning, and internal investment will shape associations’ ability to sustain growth and relevance in the year ahead.