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…

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What shifts have emerged in value according to members

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Which behaviors formed during the pandemic will stick

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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.

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