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2021 Association Trends Study
Building the
Next Normal
Find out where association pros and members see eye-to-eye (and where they differ) in 2021.
The one study you’ll want to read in 2021!
The one study you’ll want to read in 2021!
2021 Association Trends Study
Building the
Next Normal
Find out where association pros and members see eye-to-eye (and where they differ) in 2021.
Is your association ready to meet the challenges of the next normal?
After more than a year of disturbances, distractions, and adjustments, many associations now face a new challenge: How to build the next normal when members’ needs, behaviors, and perspectives have changed. We’ve got your back with brand new insights on…
What shifts have emerged in value according to members
Which behaviors formed during the pandemic will stick
And, key data benchmarks and technology trends that all association leaders should know
This study will help guide your strategies and give you actionable take-aways to drive more engagement and loyalty.
Fill out the form to download full report →
Download the full report
Insight 1
Pros are optimistic about the future
Positive outlooks are on the rise compared to last year, with most association professionals expecting key figures like staffing levels, member acquisition and retention, and revenue to increase in the future.
66%
66 percent of Pros believe they will increase new numbers in the next 12 months
42%
Revenue is bouncing back as only 42 percent of Pros say revenue has or will decrease
Takeaway
Associations seem to be turning the corner after a tough year, but they will need to invest in new technology to manage increased workloads and deliver on member expectations more effectively.
Insight 2
Certification/
credential
When it comes to individual member benefits, certifications and credentials continue to rank among the most important priorities.
Certifications and credentials have risen in importance to Members since 2019
Pros continue to undervalue the importance of certifications and credentials
Takeaway
Streamline your certification programs with a credentialing management solution like NetForum to empower your members, boost revenue, and improve retention.
On-demand Webinar
The Big Reveal: 2021 Association Trends Report
The results are in! Join Community Brands for on-demand webinar of the big reveal of the Association Trends 2021: Building the Next Normal, 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.