After a packed few days at MMC + Tech 2025 (Membership, Marketing, Communications + Technology), one thing was clear: associations are under pressure to grow, adapt, and stay relevant in a landscape that’s moving fast. This year’s event gave a good look at what’s working, what’s stuck, and where there’s room to shift gears.
Here are the top three things that stood out:
1. Member Engagement Still Leads the List
No surprise here—member engagement isn’t going anywhere. If anything, it’s getting harder. Members are stretched thin, expectations are higher, and distractions are constant. If you’re not showing up in ways that matter to them, you’re not staying top of mind.
Engagement doesn’t come from one campaign or one email. It builds over time through consistent communication, responsiveness, and the way you show up in everyday moments. That could be benefits, events, content—but it also includes tone, timing, and relevance. Members want to feel seen and supported. That’s the bar.
2. Next-Gen Leadership Needs to Be More Than a Talking Point
One of the stronger signals at MMC + Tech was the presence—and momentum—of younger professionals stepping into leadership. They’re not just waiting their turn. Associations are beginning to open doors, and it’s making a difference.
Whether it’s inviting emerging leaders to serve on boards, launching mentorship programs, or giving new voices room to shape direction, the message is clear: if you want to stay relevant, you’ve got to invest in the next generation now. It’s not just succession planning. It’s future-proofing.
3. Alignment and Collaboration Still Move the Needle
Silos remain a challenge. Membership, marketing, comms, tech—they’re often pushing toward the same goals, just not always in sync. And that slows things down.
The associations making real progress are the ones pulling people together early, making space for shared planning, and staying aligned on what matters. It’s not about adding meetings—it’s about making sure the right conversations are happening.
External collaboration matters too. The best partnerships feel like extensions of your team—not one-off vendors. When everyone’s on the same page, working toward the same goals, results follow.
Final Thoughts
MMC + Tech made one thing obvious: staying relevant takes more than good intentions. Engagement, leadership development, and cross-team collaboration aren’t side projects. They’re central to how associations grow and deliver on their mission.
If your team’s thinking about how to move these things forward, you’re not alone—and you’re in the right conversation.
