New data reveals the rising value of events, digital engagement, and the return of communication overload
MCLEAN, Va., Aug. 4, 2025 /PRNewswire-PRWeb/ -- Naylor Association Solutions and Association Adviser are excited to announce the release of the 2025 Association Benchmarking Report, offering a clear snapshot of the evolving priorities and strategies of today's association leaders. This year's findings highlight how associations are expanding their digital strategies, doubling down on live events, and embracing emerging technologies to deliver greater member value. At the same time, they continue to navigate challenges related to limited resources, staffing shortages, and persistent revenue pressures.
Now in its 14th year, the annual study finds that non-dues revenue remains the top challenge for the third consecutive year. Yet despite these constraints, associations are forging ahead—finding new ways to connect with members more frequently, strengthen engagement, and adapt to a changing landscape.
Based on survey responses from over 300 senior association professionals across North America, the report provides in-depth analysis of trends in member engagement, communications, events, staffing, technology, and non-dues revenue.
Christine Shaw, CEO and President of Naylor, announced, "The 2025 Association Benchmarking Report highlights the innovative strategies association leaders are using to adapt, grow, and drive meaningful change. At the same time, it reflects the very real challenges they're working to overcome. I'm deeply grateful to everyone who participated in this year's study—your insights help shape a resource that empowers our community to lead with clarity and confidence."
Key findings from this year's report include:
- Communication frequency jumped to 30.4 touchpoints per month, up four from 2024
- Live events dominate engagement, with conferences, committee meetings, and networking events among the top five most-valued tools
- AI adoption surged, with 58% of associations using it occasionally or frequently—up from 36% last year
- LinkedIn rose 13 percentage points to become the top social platform for member engagement
- Top challenges: generating non-dues revenue (61%), communicating member benefits (57%), and combating information overload (52%)
- 51% of associations report being understaffed, particularly in data and strategy roles
- Sponsorships, exhibit sales, and advertising remain the top non-dues revenue sources, though bandwidth limitations persist
To download the full 2025 Association Benchmarking Report, click here.
About Naylor Association Solutions
Naylor Association Solutions empowers associations to achieve success. As strategic partners to professional and trade associations in the U.S. and Canada, Naylor offers a comprehensive set of association tools and services that strengthen member engagement and increase non-dues revenue. Naylor's offerings include member communications, management of live and online meetings and events, online career centers, member management software, and full-service association management. Naylor's team supports its partners with unmatched depth and breadth of expertise and an innovative spirit in solving the unique challenges faced by associations. Naylor also delivers valuable insights through its customized client portals that provide real-time feedback and advanced analytics. Founded in 1969, today, Naylor serves more than 1,600 associations across 80+ industries. Our headquarters are in McLean, Va. with additional offices in Alpharetta, Ga.; Gainesville, Fla.; Schaumburg, Ill.; and Winnipeg, Manitoba. For more information, visit www.naylor.com.
Media Contact
Taylor Kessel-Salomonsson, Naylor Association Solutions, 1 (352) 333-3341, [email protected], https://www.naylor.com/
SOURCE Naylor Association Solutions
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