Association leaders’ top revamp priorities are membership, governance, and tech stacks. A new Avenue M poll reveals where they’re focusing reset efforts to engage members more effectively, meet evolving organizational goals, and stay ahead of technology.
What Needs a Reset?
It’s hard to know where to start when it comes to organizational change. For many associations, the answer is becoming clearer: start with what’s not working.
Avenue M’s recent quick poll asked association executives what area of their organization is most due for an overhaul. The top two answers amongst over 100 executives were membership (32 percent) and governance (31 percent), while 25 percent said tech stack, and 13 percent said marketing.
Simplify, Streamline, Reevaluate
Membership models are under pressure, and association leaders are responding. “Our membership structure is confusing and an outcome of the best intentions to be inclusive,” one executive said, reflecting a common refrain.
Many are taking a hard look at outdated categories, complicated dues structures, and benefits that don’t resonate. Instead, the focus is shifting toward building more streamlined, targeted, and strategic models that better reflect how people engage today.
A few organizations are diving into complete overhauls—redefining pricing, categories, and even connecting membership changes to governance updates. One group has a full revamp planned over the next two years, starting with strategic board conversations in 2025 and wrapping up implementation by the end of 2026.
Capacity is also a challenge. Several respondents noted that lean staff teams make it harder to move big changes forward, especially when membership reform intersects with governance.
Rethink the Board
Some executives said their boards need to shift from tactical work to more strategic thinking. “Pushing the board to think outside of itself,” one leader said, pointing to a broader desire for boards that focus on long-term vision instead of short-term fixes.
Others are embedding governance into their strategic plans or launching formal task forces to explore new models. One group is starting with its constitution and working outward from there—aiming for consistency, clarity, and a structure that can actually support their goals.
There’s also interest in streamlining board meetings, clarifying roles, and creating a cadence that keeps governance aligned without straining staff or volunteer leaders.
Play Catch-Up
If membership and governance are where many associations want to restructure, technology is where they need to catch up. Respondents said their tech stacks are often outdated or cobbled together, making it tough to deliver the kind of experience today’s members expect.
For some, that means a full audit and rebuild. For others, it’s about smarter integrations, better data use, and modernizing member portals and systems like AMS and SAS. One leader said, “Hiring a chief information officer.” The goal: make the technology work for the organization, not the other way around.
Marketing is another priority, especially with the potential that new tools like AI create, but it’s not always easy to get buy-in because some are still wary about it. One respondent said, “Insist that the team use AI”: a short, but telling, comment that shows how fast expectations are changing.
Associations are rethinking how they tell their story, who they’re reaching, and what messages are cutting through the noise.
Change It Up
Whether the focus is membership, governance, tech, or marketing, the underlying message is the same: The old way isn’t cutting it.
Associations are navigating shifting expectations, tighter budgets, and a fast-changing world. The ones willing to take a fresh look at their structures, strategies, and systems are more likely to stay relevant and resilient.
It won’t happen overnight. But change is in the air.
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For more insights on revamping membership, governance, technology, and marketing, read Avenue M’s quick summaries of the following resources, and click the links below.
86 Percent of Associations Recognize Need for Overhaul in Membership Dues Structure
An association’s dues structure is like a house foundation—if it’s outdated or inflexible, everything built on it suffers. It’s more than just collecting fees; it’s a strategic tool to support the mission, grow membership, and ensure financial health. Yet many leaders, according to a previous Avenue M Group poll, admit their models no longer match member expectations.
Common concerns include rigid pricing, outdated formats, and a lack of flexibility for today’s diverse members. Leaders want more adaptable options—like tiered pricing or benefits by age or location—but change can be hard. A smart update, though, can boost relevance, growth, and member satisfaction.
How to Close the CEO-Board Trust Gap
Economic and regulatory shifts in 2025 have raised the question: Should associations return to “crisis mode,” and what role should boards play? A Spencer Stuart survey found just 22 percent of CEOs feel supported by their boards, while 43 percent of board members think they are providing adequate help—highlighting a clear disconnect.
Boards don’t need to chase every crisis, but they do need to understand immediate risks to provide strategic guidance. Most CEOs and directors agree boards should serve as “thought partners,” but that requires clear expectations and communication. In a volatile environment, effective collaboration is key to sound governance.
Modernize Your Tech Stack to Reduce Complexity and Costs
Modernizing the tech stack is critical as legacy systems drain resources, limit flexibility, and hinder growth. Cloud-based solutions and streamlined tools reduce costs, improve performance, and enhance agility.
By aligning technology with strategic goals and eliminating outdated systems, organizations can boost efficiency and stay competitive. Delaying modernization risks falling behind more adaptable peers.
What Makes You Unique and Valuable?
A boutique in Denver called Nora’s Retro shows how personalized service can set you apart—even when your products aren’t unique. By learning customers’ preferences and reaching out with tailored suggestions, they create loyalty and value. Associations face the same challenge: since members can find education, networking, and advocacy elsewhere, the experience must be what sets them apart.
A previous Avenue M Group poll found that 71 percent of association leaders say they offer something unique, but staying ahead means regularly listening to members and evolving. Like brands shifting to direct-to-consumer models, associations must adapt to meet changing needs: Relevance depends on it.
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Contributors: Sheri Jacobs, FASAE, CAE & Lisa Boylan
Image: Adobe Stock