Association Readings – September 2025
When Nonprofits Embrace AI: Extraordinary People & Tools
Embracing AI allows nonprofits to work smarter and more personally—automating routine tasks, predicting donor behavior, and tailoring outreach so staff can focus on genuine human connections. By adopting a people-first approach, organizations can strengthen fundraising, boost efficiency, and position themselves for long-term sustainability and impact.
As Chief AI Officer at Virtuous, and someone deeply invested in the future of generosity, I’ve had the privilege of walking alongside nonprofit leaders who do work that is nothing short of extraordinary. Yet, in many of those conversations, there’s a striking pattern: leaders readily describe their mission as extraordinary but often hesitate to say the same about themselves. That humility is understandable…but it’s also incomplete.
HubSpot+Spark consolidate your national and chapter data and efforts
National and chapter associations can boost value by unifying efforts and data. The article emphasizes that consolidating information through HubSpot+Spark creates a single member view, enabling personalized engagement and smarter decisions. Synchronization relies on the “4 Cs”: consensus on shared goals, centralization of assets, clear communication, and compartmentalization of roles. Revenue automation streamlines workflows, freeing staff to focus on higher-impact work. Ultimately, aligning marketing, sales, and chapter strategies under one connected system drives growth, efficiency, and a stronger member experience.
For associations, national and chapter offerings are a common pairing. Giving members and customers access to both the national and regional flavors amps the overall value of the organization. Makes perfect sense. What’s challenging when it comes to national and chapter partnerships—centralizing efforts, data, and communication so that all elements are synthesized for greatness.
From Growth to Caution: Mid-Year Membership Trends
Mid-year data shows associations shifting from growth to caution: membership growth slowed as more organizations reported declines, renewal rates dropped with more losses than gains, and new member acquisition weakened. Seasonal factors and smaller survey size may play a role, but the trends raise concerns about sustainability. Associations are encouraged to adapt by refreshing recruitment messaging, re-engaging lapsed members, and offering new content to meet evolving needs. Most importantly, listening to members and prospects closely will help associations navigate this uncertain environment.
Traditionally, association membership totals and renewals are a lagging indicator of economic and social shifts. Members join for a full year, so reporting changes typically are delayed from more real-time indicators. However, this year could be different. In response to questions from association executives shared on social media and discussions with membership staff, we heard concerns about their membership numbers. To gain more clarity, we conducted a mid-year survey based on our regular questions from the annual Membership Marketing Benchmarking Report. We wanted to see if these anecdotal experiences were becoming a trend.
The Membership Renewal Checklist for Uncertain Times
Given the mid-year trend some are seeing, associations must strengthen renewal strategies to protect membership. Key steps include accurately tracking renewal rates, talking with lapsed members to understand drop-offs, and starting outreach earlier to align with tighter budgets. Offering flexible payment options and using multiple communication channels reduces friction and forgetfulness. Finally, testing messages, timing, and offers ensures continuous improvement—critical since retaining members is far more cost-effective than recruiting new ones.
Reports from clients and our recent Membership Marketing Benchmarking Report check-in survey point to a growing concern—renewal rates are showing signs of softening for many professional and trade associations. While you can’t control economic shifts or budget tightening among employers and individuals, you can control how prepared your renewal program is to retain as many members as possible. Here’s a renewal readiness checklist to help you safeguard membership against the headwinds of change.
