Research Study

Association Trends 2020

From Disruption
to Opportunity

Learn the impact of 2020 on association members and what they want in the future.

This year has been a wild ride, where do you go from here?

We know you are working harder than ever before. We’ve got your back with brand new insights on…

  • How associations have been responding to this year’s challenges
  • What trends have emerged with member preferences
  • And, what both association professionals and members think lies ahead

This report will help guide your association’s strategies and give you actionable takeaways to increase engagement and loyalty.

Fill out the form to download full report →

Check out the insights

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Insight 1


Members believe their organization is more important today than before the pandemic. In 2020, certification/credentialing increased in importance significantly for members.


Certifications/credentials increased by in importance by seven spots

Members value the ROI they see in the career advancement that comes with certifications


Certification and credentials aren’t just badges of honor that distinguish your members – they can help differentiate your organization, too. An essential part of any certification program is having a credentialing management solution, like NetForum credentialing management solution.

Insight 2

Career Stages

Member’s priorities have changed in 2020 due to the pandemic. Several benefits have increased in importance this year, while others have fallen in importance and these trends are apparent based on where a member falls in their career stage.


31 percent of late-careerists plan on engaging evenly with virtual and in-person events


71 percent of Hispanics say that training is the second most valued benefit


Members join organizations for different reasons than why they stay. And the reasons they stay change as members move through their careers. Take a close look at your member offerings and programs to see how they map back to what your members want most in each stage of their careers.

Insight 3

Industry Information

Industry information is considered a “must have” benefit by members. They look to the organization as a resource on several fronts, including industry information, training, certifications/credentials, and networking.

Industry information has been the most valued member benefit for years

Mid and later careerists value industry information the most


Industry information, a top valued benefit across all career stages and generations in Community Brands research studies since 2016, can be delivered through multiple avenues. Having technology designed to work together can help your association deliver the most value possible to your members.

On-demand Webinar

The Big Reveal: 2020 Association Trends Report

The results are in! Join Community Brands for on-demand webinar of the big reveal of the 2020 Association Trends 2020: From Disruption to Opportunity, the only industry research report with sentiments from both members and association professionals. During this on-demand webinar, we discussed the latest trends impacting member value, loyalty, and engagement.