Association Trends and Forecasts
Learn how ASAE ForesightWorks helps associations stay on top of key drivers of change.
For associations, planning for the future is a combination of looking back at past performance and looking forward to try to anticipate change. Luckily, you’re not alone when it comes to evaluating association trends and forecasts. ASAE ForesightWorks, supported by the ASAE Research Foundation, exists to provide resources that help association leaders stay ahead.
In a recent episode of The Member Engagement Show, we sat down with Andrea Wieders, Director of Strategic and Future-Focused Research at the ASAE Research Foundation, and Jennifer McNelly, CEO of the American Society of Safety Professionals, to discuss the work of ASAE ForesightWorks and some key drivers of change that association leaders need to be conscience of.
What is ASAE ForesightWorks?
ASAE ForesightWorks is a strategic initiative that helps associations anticipate and prepare for future disruptions. By leveraging environmental scanning, research, and expert analysis, the program gives association leaders practical tools with which to navigate inevitable change. Through ASAE ForesightWorks, association leaders gain “continuous strategic intelligence on drivers of change, practical tools, and engagement opportunities. Each driver is detailed in an action brief that explores its implications and suggests ways associations can take action.”
There are over 50 “drivers of change” explored by ASAE ForesightWorks, organized into six thematic areas. Organizations can choose to purchase the while collection, or focus on specific areas.
From workforce shifts to technological advancements, ASAE ForesightWorks arms organizations with insights they can use to make smarter, more informed, more timely decisions that will drive long-term success.
Looking Forward Pays Dividends in Association Management
Associations often rely on past data to guide their strategies, which is helpful for evaluating how certain strategies have performed. But equally, and perhaps even more important, organizations have to try to anticipate forward-looking trends. As Andrea explained, while historical data can help refine current strategies, a proactive approach ensures associations have a plan for what’s just around the corner. ASAE ForesightWorks helps associations not just react to change, they position them to lead it.
Jennifer shared how her organization has embedded insights gained from ASAE ForesightWorks’ into its operations. They use trend analysis to shape governance, membership models, and engagement strategies. This leads to the organization being better positioned to adapt to change and pivot quickly when needed. For example, by anticipating shifts in workforce expectations and technological adoption, they were able to quickly implement a virtual event strategy with the onset of the pandemic because they’d already had conversations about virtual event trends, strategies, and needs.
Key Trends In Association Management
The latest insights from ASAE ForesightWorks highlight several critical trends that are already starting to impact association management and will continue to evolve over the coming years:
1. The Rise of AI in Engagement Strategies
AI is no longer a futuristic concept—it’s here, it’s not going anywhere. Its impact on association community management will keep growing. ASAE ForesightWorks has identified three major areas where AI is influencing associations:
- AI and Intellectual Property – As AI-generated content becomes more common, organizations must navigate new challenges around ownership and ethical use.
- AI in Learning – AI-powered personalization is transforming how associations deliver education and professional development.
- Preventing AI Risks and Harms – While AI offers many benefits, leaders must also mitigate risks like misinformation and bias in decision-making.
2. The Multi-Generational Workforce
You can’t engage effectively if you don’t know who you’re talking to and trying to help. Association membership will increasingly consist of Gen Z – and, indeed, associations need to undertake efforts to attract this next generation. That said, associations and community managers still have to think about how to serve Millennials, Gen Z, and Boomers – and consider the interplay between these generations within the association.
Community managers that are intellectually curious about and understand generational shifts will be the most successful at maintaining engagement across all member segments. Some will prefer more authentic human touches. Some are digital technology (and even AI) natives and will have high expectations when it comes to how an organization’s technology serves them. Some may be focused on professional development. Others may be ready to retire but want to understand how they can stay engaged with the organization and industry.
Associations must prepare for more diversity than ever in their membership.
3. The Talent Drought and Its Effect on Volunteerism
Associations are facing increasing challenges in attracting and retaining skilled professionals. This impacts staff, member, and volunteer engagement. As organizations compete for talent, associations and community managers will need new strategies to encourage participation and sustain volunteer-driven initiatives.
4. Private Equity’s Growing Influence
As part of their work, ASAE ForesightWorks sometimes identifies new Drivers of Change and releases research around these trends. In 2025, a forthcoming report from ASAE ForesightWorks will explore how private equity is reshaping industries, associations, and nonprofits. Private equity participation is likely to affect partnerships, funding sources, and even the very structure of professional organizations.
What Associations Should Do to Be Ready for Change
Jennifer emphasized that incorporating trend analysis and forward-looking strategies into an association’s culture doesn’t have to be overwhelming. You can start small:
- Identify the most pressing challenge(s) your association is facing.
- Use foresight research to ask the right questions and guide strategic discussions.
- Engage board members, staff, and volunteers in conversations about long-term association trends.
- Incorporate trend analysis into governance, membership, and engagement strategies.
Making Sure Your Association Isn’t Left Behind
The conversation with Andrea and Jennifer in this episode reminds us just how fast “tomorrow” comes. We tend to think we have plenty of time before that next big change in member expectations or technology. But the truth is, it pays to stay aware of trends and anticipate the future right now.
By leveraging ASAE ForesightWorks and keeping an eye on emerging trends, associations can position themselves for long-term success. There are a lot more insights to in this episode. Give it listen, then explore these additional resources to help you look toward the future:
