Survey reveals disconnect between association members and professionals on development and technology

A recent survey conducted by Momentive Software has revealed a notable disparity between the priorities of association members and those of association professionals, particularly in relation to professional development and the utilisation of technology. The findings, published in the report titled "A New Era of Associations: The Transformational Power of Technology," highlight significant gaps in expectations and engagement that are of relevance to executives managing associations, confederations, and trade bodies.

The survey gathered insights from over 1,000 U.S. association members alongside more than 200 association staff members. A key revelation of the report is that association professionals tend to underestimate the importance of career advancement benefits for members. These benefits include access to job opportunities, career advice, mentoring, and professional development—elements that members rank highly. Tirrah Switzer, Senior Director of Product Marketing at Momentive, emphasised this issue in an interview with Association Leadership Magazine, stating: "Association professionals continue to not believe career advancement benefits are as important as they are. Members truly believe that career advancement benefits are some of the most important, whether that’s job opportunities, training, professional development, certifications, et cetera. That gap between members and pros continues to grow, which I think is a little disturbing to see."

While members place strong value on professional development, association professionals are disproportionately focused on meetings and events. This focus has historical roots, given that in-person and virtual events have traditionally served as key revenue sources for associations—especially in the aftermath of the COVID-19 pandemic. Switzer explained the mindset shift needed, noting that education and professional development have evolved beyond just annual conferences to include more flexible, ongoing formats such as webinars, webcasts, and just-in-time learning opportunities. She commented, "Back in the day, events used to be the channel in which you got all your professional development. You went to the annual conference, and that’s where you got your education credits. Now there’s just-in-time learning. People want to learn in the moment. There are virtual events, webinars, webcasts. People are learning all year round. So associations may need to shift their mindset a little bit: Events may not necessarily be a benefit, but they’re a channel to deliver your benefits."

Another revealing aspect of the survey addresses the use of generative artificial intelligence within associations. Nearly half of association members (48%) report using AI on a weekly basis, yet only 18% of professionals say they are currently using it, with a mere 13% indicating their organisation has an AI policy in place. This discrepancy is particularly pronounced among younger members, specifically Generation Z, where daily or weekly AI use is the norm. Switzer remarked on the generational divide, stating, "When we think about that next generation of members, Gen Z, a majority are using it weekly or/and daily. That’s a huge disconnect."

The implications of such technology adoption patterns extend to overall member satisfaction. The report highlights a growing correlation between members’ satisfaction and their perception of their association as an early adopter of technology. The 2022 survey recorded that 72% of members who viewed their association as an early adopter expressed high satisfaction with their membership. This figure has since risen to 81% in the current report. Switzer stated, "That correlation has been going up pretty steadily. We definitely see that [perception of an association as an early adopter] continues to really impact satisfaction, connection, and likelihood to renew."

This survey and its accompanying report underscore shifting dynamics within the engagement practices of associations, showing a clear call for organisations to re-evaluate how they are meeting the evolving needs of their members. The disconnect identified between professional development priorities and technology adoption perceptions offers association executives valuable insights into aligning their services with member expectations to enhance engagement, satisfaction, and membership retention.

The Association Leadership Magazine is reporting these findings as part of ongoing coverage on how associations can better serve their members through innovation and strategic response to changing professional landscapes. The insights from Momentive Software’s survey provide a timely reference point for association leaders aiming to sharpen their focus on member-centric benefits and technological adoption within their organisations.