It’s that time of year! The budgeting season for 2025 is upon us.
Of course you might budget using a fiscal year, but many associations plan and budget in the fall. When they do, association execs must consider the trends influencing their business. And they often must peer into the future for hints about what’s coming.
As they gather information for their budgeting processes, association execs call us to talk about:
- How well their technology meets their needs
- What alternatives they should consider
- How to use their resources efficiently
We also do our homework to ensure that our recommendations are on point. So, we have been studying technology trends in associations and making a few predictions about what we see on the horizon. We’d like to share those insights with you.
Artificial Intelligence is Everywhere — and Will Continue to Grow
AI is clearly the new feature/benefit in many association software packages. These packages include AI to help with some of the most time-consuming, repetitive tasks for association staff:
- Automating tasks such as processing membership renewals, updating records and sending notifications. Automation frees up staff to focus on higher-value activities.
- Chatbots and virtual assistants (VAs) providing instant responses to member queries, guiding them through resources, event registrations or other services 24/7. Bots and VAs “learn” by answering similar questions over and over, creating a base of knowledge for itself.
- Analyzing attendee behavior, preferences and engagement during virtual events to help organizers optimize future events.
In a rush to include AI in their products, however, software developers have perhaps seized on low-hanging fruit.
Their offerings initially make life better for members and staff by eliminating repetitive tasks. But AI at that level doesn’t tap into the full potential of the technology.
[Related: Aligning Technology With Organizational Goals Beyond the IT Department]
The Growing Sophistication of AI
As the use of AI becomes more sophisticated in products designed for the association market, we think you’ll see AI being used to evaluate an individual association’s data.
The resulting focus will generate much more insightful reports and data connections. Here are some of the capabilities we expect to emerge:
- Predictive analytics. AI tools will be able to analyze data from members to predict trends, such as which members are at risk of disengaging or which membership plans might interest specific groups.
- Membership retention. AI can identify at-risk members and recommend targeted actions to improve engagement, helping associations retain members more effectively.
- Advanced data analytics. AI can help associations analyze vast amounts of member data to uncover actionable insights, from membership trends to event participation patterns, enabling data-driven decision-making.
- Sentiment analysis. AI can be used to assess member feedback, survey responses or social media mentions, providing insights into member sentiment.
- Improved education and certification programs. AI-powered learning platforms could adapt to each user’s learning style, providing personalized learning paths or assessments.
- Content curation. AI can analyze large amounts of information and curate relevant content (e.g., articles, news) to deliver personalized newsletters or community updates to members.
During the next several years as developers create new tools that use AI. However, we think AI functions will be more highly integrated into the tools themselves and will be fundamental to their overall operations.
Associations will need tools that focus on their association’s data and that make sense for their membership, fundraising and education platforms. It takes time to develop capabilities like this because they are harder to build.
Basic AI right now is simpler and less integrated than it will become — and we expect to see even more product sophistication in the future.
[Related: Is Now the Right Time to Integrate or Automate Your Association Tech?]
Increased Capital Investments Are Driving New Products to Market
We’re seeing a proliferation of new technology products coming to market — association management software, learning management software and meeting solutions, just to name a few.
The pace of product launches seems to have increased because investment in association technology has also increased.
Five years ago, new product introductions seemed much slower. Now, the products that were initially bought by private equity firms have changed hands several times and newer products are coming on the market because of the increased investment.
[Related: 9 Tips and Tools for Successful Technology-Focused Project Management]
Your Mission is More Important than Ever
Because of the rapid adoption of artificial intelligence and the development of association technology, we think the association industry is experiencing another inflection point — a moment when significant change occurs.
We’ve weathered many inflection points in our history from the introduction of desktop computers to competition from the internet to the introduction of virtual workspaces and events.
This inflection comes at the intersection of increased competition with non-association providers for information that was formerly proprietary, and in light of a younger membership base whose loyalty cannot be assumed but must be earned.
[Related: What Benefits Actually Matter to New Members?]
Should You Acquire New Tech Right Now?
Many of the assumptions that have guided association work for decades are now under question, and you might wonder if it’s a good time to buy new tech or if you should wait.
We believe the associations that carefully identify their members’ needs, translate that knowledge into their mission and vision, and operate using that understanding as the basis for business decisions will continue to prosper.
Focusing on what holds your association together and what moves it forward will help you tackle the important challenges in your work and avoid the traps created by misdirection, including the timing of your next tech purchases.
Maintaining priorities, as defined by your membership, will be even more important as technology develops in the next few years. Technology is only valuable because it helps you accomplish your goals. Sometimes, it’s only useful in how it connects to the technology you already have. Quiz your vendors about their plans for more advanced technology and their timeline for delivery.
You’ll see a multitude of solutions in the coming years. Staying focused on your association’s mission will help you make critical decisions for your association.
[Related: ASAE Annual Meeting 2024 Recap — We Are Learning New Tech So You Don’t Have To]
Contact Dennison & Associates to Determine Your Tech and Operational Viability
At Dennison & Associates, we can help you determine how effective your operations and technology really are, and we can help you devise a plan to optimize them.
We’d love to discuss your situation and lend a hand with advice or an assessment.
Feel free to contact us to request a consultation or a conversation.
Featured image via Pexels
