By: Ian Davis , VP of Marketing, Snöball ❄️
A few weeks ago, I stumbled across a stat that stopped me mid scroll.
“Two thirds of associations say prospects don’t join because they don’t see value in membership.” ( Marketing General , 2024 Benchmark Report)
Instead of scratching my head and wondering why, I booked a flight to Los Angeles for ASAE 2025, the largest gathering of association professionals in the country, to find out first-hand.
Armed with a camera and a lot of curiosity, I hit the keynote, walked the red carpet, and spent hours on the trade show floor. I asked one big question: What challenges are associations really facing right now, and how are they responding?
Here’s what I found. (Full video and recap below.)
Special thanks to the amazing though-leaders who shared their perspectives with me!
Reggie Henry, CAE , Ksenija Polla, CMP, CICE , Brudis Limar III, MBA , Vinodhini Deshetty , Jana Sabol Darling , Teri Carden , Artesha Moore, FASAE, CAE , Barbara J. Armentrout, CAE , Sheri Singer , Adam Hostetter , Mark Sterne , Arianna Rehak , Carrie McIntyre
Membership Value: The Hard Question
Two-thirds of associations say prospects don’t join because they don’t see the value. That stark reality shaped nearly every conversation on site.
- Younger generations often struggle to see relevance in traditional membership models.
- Competing attention—from free online communities to professional networks like LinkedIn—forces associations to work harder to prove they’re indispensable.
- As one thought-leader put it, “Monetized community membership has been dead for 20 years.”
The takeaway? Associations must redefine value, and sometimes that means cutting back on legacy offerings to focus on the 20% that members actually care about.
Money, Markets, and Uncertainty
Associations aren’t immune to rising costs and economic turbulence. With events booked years in advance and budgets stretched thin, many leaders are asking tough questions:
- How do we fund operations year-round, not just during the annual conference?
- What new revenue models—beyond dues and events—can keep the lights on?
As one association veteran put it bluntly: “You can’t run an organization on a two-day conference.”
The Power of Data and Personalization
If there was one recurring answer to every challenge, it was data. Associations that harness data can:
- Understand what members truly value.
- Personalize outreach beyond the generic “Dear [Name].”
- Create Amazon-style recommendations for learning sessions, networking, and events.
In a world where inboxes are crowded and social feeds scroll endlessly, only a message that feels custom-built for the recipient stands out.
Peer-to-Peer: The Hidden Growth Engine
Despite all the technology, the most powerful growth tool remains the oldest one: word of mouth.
- Member-get-a-member campaigns still outperform paid campaigns.
- Peer-driven efforts, like ASAE’s Giving Tuesday campaign, doubled donor participation by leveraging volunteers as advocates.
- Social proof—seeing peers attend an event—drives attendance more than flashy marketing.
The future of membership growth lies in turning members into ambassadors.
The Return of Face-to-Face
For all the advancements in hybrid and digital engagement, in-person connection still reigns supreme. Attendees at ASAE spoke about the irreplaceable value of conversations that happen in hallways, over coffee, or at networking receptions.
“Events are the backbone of associations,” said another industry leader. They’re not just revenue drivers—they’re the heartbeat of community.
A New Equation for Associations
What emerged from ASAE 2025 is an equation associations can’t ignore:
- Adapt to shifting expectations.
- Personalize every touchpoint.
- Connect members, partners, and sponsors as humans first.
In an era defined by change, the associations that thrive will be the ones that focus less on what they’ve always done, and more on what their members actually need now.
About Snöball for Associations
Snöball is more than an event promotion tool. It is a peer-to-peer marketing engine designed to help associations grow and thrive all year long. By turning your members, speakers, award winners, and learners into influential advocates, Snöball amplifies your reach and attracts the right people to your events and programs.
