Members Who View Associations as Tech Leaders Are Twice as Loyal, Momentive Research Shows

Core Insights - The 10th Annual Associations Trends Research Report by Momentive Software emphasizes the importance of technology-driven innovation, career resources, and educational enhancements for associations to foster deeper member engagement [1][2] Digital Transformation - Digital transformation is identified as a key driver of member loyalty, with 85% of members satisfied when their associations are seen as early tech adopters [5] - IT budgets are increasing, with 63% of association professionals reporting a rise, a 19-point increase from 2024, focusing on member-facing solutions [5] - AI usage is on the rise, with 76% of members using AI weekly, and board-level support for AI in associations has surged to 61%, up from 23% in 2024 [5] Career Advancement - Professional development is a growing requirement, with 72% of members needing ongoing education, a 7-point increase since 2023 [5] - Younger generations show a higher interest in career support, with 57% of Gen Z and 51% of Millennials very interested in job resources [5] - Nearly half of members have utilized their association's job board, with high interest in job boards (73%), salary data (74%), and career guidance (71%) [5] Events and Engagement - Events are the top non-dues revenue driver, with 88% of professionals prioritizing them, and over half planning to focus their 2026 revenue strategies on event registration [5] - 77% of professionals report stable or increased event attendance in 2025, highlighting the importance of in-person events for member engagement [5] - A significant majority (72%) of members prefer in-person events, valuing education sessions, networking, and certifications [5] Future Pathways - Associations that succeed will be those that align their offerings with member values, focusing on career advancement, technology enhancement, and education-rich events [6]