Costs rise, margins shrinking and demanding members are forcing the association to rethink its event strategy. Purpose under pressure: Global Association Trends Report on Global Association Research Program reveals insights into surveys of nearly 600 association professionals around the world.
The report confirms that events are the highest drivers of member participation and core revenue streams. However, events are difficult to achieve, and research shows that providing successful events is becoming increasingly difficult. More than three-quarters (78%) of respondents said it was a major organizational challenge. Their top challenge:
- Control costs and manage budgets (66%)
- Purchasing sponsors and exhibitors (56%)
- Attract representatives (48%)
“We see more ticket sales – but smaller margins,” noted an association professional. “It costs more to offer the same experience.”
From blockbuster movies to Netflix series
The report reveals how associations change their event approach. A major change is the reduction in its major annual meetings. Instead, they are creating a year-round “event ecosystem” with smaller association events offering different opportunities for members.
Reimagining follows four important trends:
- Complements with various formats of regular programming
- Small investment, targeted, cost-effective activities
- Prioritize meaningful connections over content delivery
- Adopt agile planning with more experimentation and real-time tweaking
“We’ve gotten rid of the packaging of the meeting,” one interviewee explained. “People want a curated conversation – more than just content overload.”
This strategic shift does not include mixed association activities that cater to in-person and online audiences. One association leader admitted: “Mixed forms sound good until we tried. Now we rethink everything.” Most organizations choose completely face-to-face or completely virtual with resource constraints and uneven experiences of participants.
The incident sponsorship approach is adapting to financial constraints. Although 37% of association professionals said they increased sponsorship revenue compared to last year, only 9% thought it was important, while 27% experienced a decline.
Another respondent reported: “Sponsorship has not rebounded as we hoped. Our negation is increasing, or smaller.”
Those who experience declines relate it to sponsor fatigue, limited innovation and ROI. The report notes that associations in terms of better financial situations turn “sponsorship” into real partnerships.
Association activities to build heritage
According to the report, 70% of association professionals focus on creating a positive legacy through activities. Common initiatives include promoting policy objectives, promoting sustainability or igniting long-term cooperation. A larger portion (75%) of young professionals (21-30 years old) prioritize legacy, which shows generations towards impact-driven programming.
Destinations are exploring ways to use heritage partnerships to attract association activities. Programs such as the incredible impact program of Bestcities Global Alliance highlight successful projects supported by target partnerships.
