2022 Association Trends Study

The Big Reveal

The Future-Focused Member Experience

Learn why associations should invest in data analytics.

Is your association ready to invest in innovative technology to elevate the member experience (MX)?

Research Study

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After more than two years of ups, downs, twists and turns, the focus on technology and member experience has never been greater. So just how are association leaders using technology, managing their IT spend, and addressing evolving member expectations?

We reveal insights into why the powerful connection between innovative technology and member loyalty remains critical to modern associations. What you’ll learn:

  • Your members’ new attitudes and outlooks toward technology
  • Technology’s powerful impact on member loyalty
  • Key technology trends that all association leaders should know about
  • Action items aimed at providing greater member value and a more positive member experience

This study, with data collected from hundreds of association leaders and a thousand members, will help guide your strategies and give you actionable take-aways to drive more engagement and loyalty..

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Insight 1

Investing in data analytics gives you a boost in member loyalty

Pros are planning to spend more than last year on analytics and business intelligence systems.


Only 16% of associations say they are very technologically prepared for the future.


Members who view their organization as an early adopter of technology are more satisfied, connected, and likely to renew their membership.

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To avoid obsolescence, embrace technology and become an early adopter to build and increase member engagement.

Insight 2

Prioritize member data to deliver an excellent MX

Professionals recognize the necessity of data analytics, but don’t trust their member data to make informed and actionable decisions. 


5% of Pros prioritize an investment in data analytics, but only one third of Pros say their organization’s data is excellent or very good. 


Only 27% of Pros can easily integrate member data from various resources to understand their members.

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Implementing a data analytics platform like Nucleus will allow you to trust your member data and make informed strategic decisions, driving a member-centric experience.

On-Demand Webinar

The Big Reveal: 2022 Association Trends Report

The results are in! Join Community Brands and Edge Research for a deep dive into the comprehensive findings of the 2022 Association Trends Study: The Future-Focused Member Experience, the only industry research report with sentiments from both members and association professionals. During this on-demand webinar, we revealed insights into what shifts have emerged in member value and shined a light on focus areas for association professionals moving forward.