One of the primary challenges associations face is the rising cost of in-person events. Increased expenses related to labor, food services, and venues make it difficult to price these events at a level where they can break even or generate revenue.
This trend opens the door for associations to lean back into online learning solutions, including live virtual events and on-demand content. These approaches offer cost-effective, scalable opportunities to deliver high-quality learning experiences and maintain engagement with members who may be unable to travel.
Associations often overlook key elements of customer experience (CX), yet improving this area can significantly enhance member satisfaction and retention. Tracy emphasized the importance of mapping the member journey to ensure communications and services are personalized to meet individual needs.
Successful associations focus on:
Associations must avoid spreading themselves too thin by trying to be "everything to everyone." Instead, they should prioritize value-added services, gather actionable member feedback, and invest in staff training to foster a member-centric culture.
Associations must consistently provide high-quality, relevant content to retain credibility. However, managing subject matter experts (SMEs) is becoming increasingly complex. Many SMEs have full-time jobs, making it challenging to keep them engaged.
Recommendations include:
As association demographics shift, understanding and addressing member needs becomes paramount. Younger members and those new to professions often value practical tools and career development opportunities over traditional offerings. Tailored membership models that cater to different career stages—from entry-level to senior leadership—can attract and retain a diverse membership base.
Pricing strategies must also reflect these shifts. Offering entry-level pricing for early-career professionals and specialized programs for experienced members can balance accessibility with value.
Artificial intelligence (AI) is transforming the way associations operate. AI tools can streamline operations, personalize learning experiences, and create efficiencies. However, Tracy highlighted critical risks, particularly around intellectual property (IP). Associations must develop policies to manage how AI-generated content is used and ensure that sensitive information remains protected.
Opportunities for AI in associations include:
Developing a sustainable learning business model is essential for associations to thrive. This includes:
Associations that prioritize these elements can ensure long-term relevance and impact in their industries.
"Help adults love learning again, or maybe for the first time.... That's our role: to advance professions." — Tracy Petrillo, Chief Learning Officer, CASBO
As Tracy eloquently stated, associations have a unique role in helping adults rediscover a love for learning. By making education simple, accessible, and results-oriented, associations can advance their professions while creating meaningful experiences for members.
The key is to start small, test ideas, and iterate based on member feedback. Associations that embrace innovation, maintain a member-first approach, and adapt to emerging trends will be well-positioned to navigate the challenges of 2025 and beyond.
Tracy Petrillo, EdD, CAE, Chief Learning Officer, CASBO
Tracy Petrillo EdD, CAE is a thought leader in continuing professional education, adult learning, credentialing, certification, and leadership development. She is Chief Learning Officer for CASBO and recently completed her 3-year term on ASAE Honors & Awards Committee.Dr. Petrillo’s accolades include: the national Association for Women Technology Champions (AWTC) 2023 Leadership Award, the 2016 ASAE Professional Performance Awardee, and being named a Changemaker by MeetingsNet magazine. She is past Chair of ASAE’s Certified Association Executive (CAE) Commission who speaks nationally on learning innovations and educational technologies to nonprofit, medical, corporate, and education audiences.She earned a doctorate in educational leadership and management with a specialization in human resource development. She is a pioneer in digital badging/credentialing and has conducted credential value research within professional associations.
Amanda Davis, CMP, Chief Experience Officer, Blue Sky eLearn
Amanda has over 15 years of experience in the association world, strategically focused on learning products. With multiple association roles as Director of Learning & Development and Online Learning Manager, Amanda has a deep understanding of the adult learning landscape and what keeps association executives up at night. As Chief Experience Officer, Amanda now oversees the end-to-end experience for our growing mix of association clients. She is dedicated to fostering positive, productive relationships, and ensuring associations have an excellent experience partnering with our organization. Amanda draws on her background in learning strategy and association management to advise clients and shape an experience that enables their success.
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