The annual MGI Association Outlook Report is now available. The report shares the expectations for 2025 of hundreds of association professionals. Their responses reflect an optimistic view for the coming year.
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Here are some highlights from the findings.
Positive Membership Growth Expectations
The survey results highlight positive expectations in the area of membership. According to the findings:
Much of this optimism comes from associations’ plans to focus on innovation and operational efficiency in the coming year to drive these outcomes.
Innovation to Drive Member Engagement
Respondents revealed several planned innovations designed to deliver more value to members in 2025:
Associations also say they will prioritize efficiency by re-evaluating and streamlining internal processes (65 percent). Data analytics will play a role in these efforts, with respondents citing plans to use tools like data visualization, dashboards, marketing campaign analytics, and engagement scoring to improve operations and outreach.
Exploring AI for Member Services
Artificial Intelligence is emerging as a game-changer for associations in 2025. Nearly half (44%) of respondents are exploring or implementing AI to impact member services. Key areas of AI application include:
These technologies represent an opportunity for associations to scale their services, improve efficiency, and enhance the member experience.
The 2025 Association Outlook Report represents the 5th edition of this research. It includes insights on how associations plan to navigate the year ahead, from membership engagement strategies to technology adoption, dues changes, staff hiring, and operational challenges.
What strategies will your association prioritize in 2025? See how your plans align with the latest trends by downloading the full report here.
For more guidance on how your association can apply these findings to support your growth in 2025, contact Tony Rossell at Tony@MarketingGeneral.com or 703.706.0360.