What does the future hold for associations in 2024 and beyond? Recent surveys paint a vibrant picture of growth driven by positive economic indicators and a renewed focus on member engagement. This article uncovers the key survey insights, offering a data-driven look at the trends and opportunities shaping association industry trends.
Turning the Tide: Association Executives Optimistic About Growth
Confidence among association executives is at an all-time high. A remarkable 67% now express optimism about their organizations’ future growth and sustainability, up from 24% in 2023.1 Notably, 70% of Millennials report feeling very or extremely confident,2 a testament to the belief in the industry’s strategic direction and innovative initiatives
A Year of Growth: Associations Poised for Financial Gains in 2024
The financial forecast for associations in 2024 is decidedly optimistic. With anticipated membership, renewals, engagement, and overall revenue increases,¹ associations are poised for growth. Bolstering this confidence, 60% of associations are confident in reaching their revenue goals for the year.² This optimism is further reinforced by stable or growing marketing budgets, with over 40% of associations expecting their budgets for recruitment and engagement to either increase or hold steady.³
Even with inflationary pressures, 48% of associations anticipate only moderate increases in dues and non-dues prices.¹ This careful balance between budget management and financial optimism demonstrates thoughtful planning and strategic foresight within associations, paving the way for continued association industry trends for growth and stability.
Confidence among association executives is at an all-time high, with 67% expressing optimism about their organizations' future growth and sustainability, up from 24% in 2023
Association Industry Trends: Surging Membership and Engagement
Membership growth is a vital sign of an association’s vitality, and the data for 2024 is nothing short of encouraging. A substantial 61% of associations anticipate an increase in net membership count, with 56% projecting growth in non-dues revenue and 53% expecting overall revenue to rise.¹
A substantial 61% of associations anticipate an increase in net membership count, signaling a vibrant future ahead
Back to the Ballroom: In-Person Events Regain Popularity
In 2024, associations are rediscovering the power of in-person events. A striking 61% plan to focus solely on in-person gatherings this year,² signaling a return to traditional engagement methods that foster deeper connections. This shift reflects a recognition of the unique benefits that in-person events offer: the ability to network, build relationships, and foster a sense of community that virtual formats often struggle to replicate.
The Next Chapter: What's in Store for Associations in 2025 and Beyond?
The promising outlook of 2024 is poised to propel the association industry into a dynamic future in 2025. Building on current association industry trends and embracing emerging technologies, the landscape is set for continued progress:
• Accelerated Growth: The momentum in membership and revenue is expected to surge forward in 2025, driven by targeted efforts to attract and retain members through innovative programs and services.
• Technological Transformation: Associations will increasingly leverage cutting-edge technology like artificial intelligence (AI) and automation to optimize operations, elevate member experiences, and unlock valuable insights from data.
• Hybrid Event Evolution: While in-person events will remain a cornerstone, hybrid models will gain prominence, providing greater flexibility and inclusivity for diverse audiences.
Looking towards 2025, association industry trends are even brighter, with emerging technologies and a renewed focus on member engagement driving the future of associations.
Conclusion: A Bright Future Beckons
The association industry is thriving in 2024. The current landscape is undeniably positive, with surging confidence, strong financials, booming membership, and the return of in-person events. Looking towards 2025, the horizon is even brighter. The momentum built this year, combined with the potential of emerging technologies and a renewed focus on member engagement, suggests that associations are ready for whatever comes next and eager to shape it.
By embracing innovation, remaining adaptable to the ever-evolving needs of their members, and staying ahead of the curve on emerging trends, associations are poised to continue on this upward trajectory. The associations that seize the opportunities presented in this dynamic environment will solidify their position in 2025 and set a new standard for excellence and innovation within the industry. The stage is set for a new era of association success – and it’s just getting started.
For more information on association industry trends, please see Association Management Trends 2024: Embrace the Change.
