Blog - Associations

The Next Generation Is Ready. Is Your Association? | Multiview

Trevor Whyte — Thu, 23 Apr 2026 13:19:39 GMT

Millennials and Gen Z will make up roughly 70% of the workforce within four years. As that shift takes hold, associations are already feeling the pressure. Nearly a third of associations executives say membership retention and engagement is their biggest challenge.

What Associations Are Doing Differently in 2026 | Multiview

Brian Miller — Tue, 20 Jan 2026 19:41:37 GMT

The start of the year sparks big ambitions and plenty of new ideas. It's natural for teams to want to shake things up, try fresh strategies and experiment. But chasing the latest trends can sometimes be a distraction instead of a business driver.

In 2026, success won’t come from doing more. It will come from doing what matters. Associations that stay focused on three essentials—member engagement, collaborative sponsorships, and adaptability—will lead the way.

Member engagement that feels personal, not programmed

Understanding members’ needs, preferences and behaviors is the foundation of strong engagement. While many associations already use data to guide their programs and communications, true connection goes beyond collecting more information. It taps into human-centered intelligence to create interactions that feel tailored and meaningful.

AI-powered personalization enables associations to recommend events, webinars, and resources based on individual engagement patterns. Predictive analytics can even anticipate what members might need next, from professional development opportunities to networking connections.

Automation adds another layer by reducing repetitive tasks and giving staff more time to focus on strategy, storytelling, and relationship‑building. Platforms can schedule newsletters, analyze engagement metrics, and repurpose high‑performing content into multiple formats. The result is a frictionless, personalized experience that helps members feel seen, supported, and valued.

Co-creation is the new sponsorship model

For years, sponsorships have been largely passive—logo placements, signage, and a booth at the annual event. But expectations have changed. Today's suppliers and vendors want active involvement in shaping member experiences and delivering real value. In fact, research shows that 87% of sponsors prefer engagement opportunities over static branding.

This shift opens the door to new revenue opportunities and deeper engagement. Associations can move beyond static promotion with interactive activations like co-branded educational content, creative networking formats, and experiential events. By viewing sponsors as collaborators, not just advertisers, associations create programming that strengthens their community and builds trust.

Online communities add another dimension to co-creation. Here, members share ideas, exchange resources, and engage with peers and partners in dynamic, ongoing conversations. Associations that foster these environments deepen engagement while creating self-sustaining ecosystems where members naturally advocate for the organization’s mission.

Building a future-ready association

Change isn’t slowing down—members expect more, boards demand results, and industries continue to evolve. Associations that fail to keep up with the speed of business risk falling behind. This means rethinking traditional approaches to membership, programming, and revenue generation, and replacing rigid structures with adaptive systems and strategies.

Year-Round Learning Ecosystems: Continued education is central to any association, but most learning takes place at the annual conference. By developing a system of ongoing workshops, webinars, and peer-to-peer knowledge exchanges, associations can deliver value all year long. This not only keeps members informed and engaged, but also opens the door to new sponsorship and content monetization opportunities.
Flexible Membership Models: Members want options—not a single path. Transitioning from "one-size-fits-all" models to tiered structures, subscription‑based access, or “pay‑as‑you‑go” allow members to choose the level of value that fits their needs. This flexibility attracts new audiences and strengthens retention by aligning offerings with diverse expectations.
Personalized Learning Paths: Professional development is trending toward bite-sized learning. Micro-credentialing and digital badges offer members quick wins and tangible proof of newly acquired skills. These programs can be sold individually or integrated into broader certification tracks—creating additional revenue streams while supporting personalized learning paths.
Industry-Aligned Partnerships: Strategic partnerships give associations the expertise, resources, and financial support to adapt quickly. When companies contribute industry knowledge and innovative solutions, associations can pilot new programs, refine offerings, and respond to market shifts with greater agility.

With every business decision, use data to drive smarter strategies. Whether it’s dues structures, membership segmentation, retention strategies, or program design, associations that use analytics to inform their decisions will strengthen performance and improve long-term sustainability.

Helping associations stay focused on what matters most

2026 will reward associations that stay disciplined about where they invest their time and attention. By prioritizing meaningful engagement, rethinking how value is co‑created, and modernizing core business systems, organizations can cut through the noise and prepare for what’s ahead with confidence.

Multiview helps associations maintain that focus by building integrated strategies that strengthen engagement, grow revenue and support alignment across programs, partnerships, and priorities.

First-Party Data: The Most Underrated Asset in Your Association

Brian Miller — Fri, 16 Jan 2026 21:01:42 GMT

For many associations, data conversations tend to orbit around monetization, technology platforms, or compliance. What often gets overlooked is the strategic value hiding in plain sight. First-party data is one of an association’s most powerful assets, not because it can be sold, but because it enables associations to provide even more value. When used responsibly, it strengthens member engagement, improves sponsor alignment, and opens the door to new revenue opportunities without compromising trust.

What first-party data is (and what it is not)

First-party data is the information members willingly share through everyday interactions with the association. This includes membership profiles, event registrations, education enrollments, content consumption, email engagement, and participation in communities or committees. Each interaction adds a signal that, over time, paints a clearer picture of member interests, intent, and needs.

Just as important is what first-party data is not. It is not raw personal data collected for resale, and it is not a replacement for third-party targeting tactics that rely on opaque data sources. Associations are not in the business of trading member identities. Instead, first-party data should be understood as a collection of behavioral and contextual signals that help the organization serve its audience more effectively over time.

Why associations are uniquely positioned to steward first-party data

Associations operate in an environment where trust is already established. Members join because they expect credible education, advocacy, connection, and resources that actually help them do their jobs. There’s a built-in value exchange: members share information because they get meaningful value back.

And unlike commercial platforms that infer intent from scattered signals, associations often observe intent directly. Your events, certification programs, communities, and content ecosystem aren’t just “channels”—they’re environments members already consider credible. That matters.

The dual value of segmentation

The true power of first-party data emerges through segmentation. When data is organized and interpreted thoughtfully, it delivers value on two fronts: member communications and sponsor alignment.

For member communications

Segmentation makes it possible to tailor messaging by role, career stage, interest area, or demonstrated behavior, rather than sending the same updates to every member.

In practice, this means:

Event invitations that reflect topic interest or past engagement
Education recommendations aligned to learning history or current challenges
Content surfaced based on what members have already interacted with

The result is communication that feels more purposeful and easier to engage with, instead of adding to inbox fatigue.

For sponsor alignment

Segmentation also improves how sponsors and vendors are positioned—without exposing individual identities. Rather than selling exposure based on list size alone, associations can offer placement informed by audience behavior and context, while keeping reporting aggregated and anonymized.

This approach tends to deliver stronger outcomes:

More clearly defined audiences tied to specific challenges
Better performance and clearer reporting for sponsors
Vendor presence that feels appropriate within the member experience
Continued control for the association over how data is used

Value shifts from sheer volume to fit and alignment.

Guardrails that protect trust

First-party data is only valuable if members continue to trust you with it. Protecting it requires clear guardrails.

At a minimum:

Use clear, plain-language privacy communication (no legal maze required)
Keep participation consent-based and transparent
Ensure sponsor reporting is aggregated/anonymized and focused on performance, not identity
Align data use to member benefit—and be able to explain that benefit clearly

The long-term payoff

The long-term payoff of first-party data is not short-term revenue. It is stronger engagement, better alignment, and sustainable growth. Members stay involved because communications feel relevant. Sponsors invest because outcomes are clearer. Revenue grows because value is real.

When associations treat first-party data as a stewardship responsibility rather than a commodity, it becomes one of the strongest advantages they have.

Multiview helps associations turn first-party data into meaningful insight, not noise. Through digital advertising, content strategy, and data-driven lead generation, we support responsible segmentation that strengthens member engagement and delivers greater value to sponsors without compromising trust. Ready to use first-party data as a strategic advantage? Reach out today.

Moving at the Speed of Business | Multiview

Trevor Whyte — Mon, 05 Jan 2026 16:08:32 GMT

Business moves fast. I’ve seen how momentum can transform organizations, and how clarity and alignment turn that momentum into lasting impact. For associations, speed is an opportunity. The ones that thrive aren’t necessarily the biggest or most well-funded, but the ones that move with focus, agility, and unity.

Leadership alignment has shaped much of my career. In business and partnerships alike, I’ve learned that speed doesn’t come from working harder, it comes from working together. When leaders share priorities, communicate clearly, and empower their teams, decisions happen faster, collaboration feels natural, and opportunities multiply.

Associations already hold something many businesses strive for: deep trust and community influence. They bring people and organizations together around shared purpose. By pairing that mission-driven foundation with greater operational agility, associations can amplify their impact and move at the speed their members and partners expect.

Reddit: The Member Insight Tool You’re Probably Ignoring | Multiview

Hayley Schofill — Thu, 31 Jul 2025 15:23:31 GMT

When you think about platforms that can help you understand your members better, Reddit probably isn’t the first that comes to mind. In fact, it might not be on your radar at all.

We get it—Reddit has a reputation. It’s known for internet debates, meme culture, and niche hobbyists. But beneath the noise is something far more valuable: candid conversations from real people, many of whom are early-career professionals navigating their industries.

And in a recent national study we conducted to better understand how associations can reach the next generation of members, we found that Reddit ranked as the third most common social platform young professionals use to find career-related content. If you're not already using Reddit to inform your member strategy, this might be the blind spot worth paying attention to.

Edutainment: Rethinking Content for the Next Generation | Multiview

Trevor Whyte — Wed, 16 Jul 2025 17:55:37 GMT

Education has always been a cornerstone of association value—but for today’s young professionals, the format matters just as much as the content. Traditional methods like lengthy webinars or slide-heavy presentations no longer hold their attention. Instead, TikTok tutorials, YouTube explainers, and Instagram carousels has shaped this generation, causing them to crave content that’s quick, visual, and immediately useful.

How Associations Are Reimagining Revenue

Trevor Whyte — Wed, 04 Jun 2025 14:10:02 GMT

I spent some time at Non Dues-A-Palooza this year, and as always, it was a refreshing opportunity to reconnect with peers and partners across the association space. The energy was high, the conversations were generous, and the ideas were focused on opportunities. One theme that kept coming up in those conversations was how associations are evolving their approach to revenue. From member engagement to marketing partnerships, there’s a real opportunity for growth—if you know where to look.

Too often, the moment we mention the word "profit," the temperature in the room drops a few degrees. The reality is, if your mission matters, it needs to be funded. And that theme came through loud and clear.  

Is Your Association Ready for What Comes Next?

Hayley Schofill — Wed, 21 May 2025 13:51:45 GMT

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.

Why Associations Can’t Ignore AI | Multiview

Alyssa Fernandez — Fri, 27 Sep 2024 20:22:55 GMT

As AI transforms industries, associations are identifying opportunities to enhance member value and provide additional benefits. Hayley Schofill, VP of Strategic Partnerships at Multiview, spoke with Jason Wampler, Managing Director of IT at the International Society of Automation (ISA), about AI’s role in associations, the challenges of adopting new technology, and their recommendations on implementing this innovation.

This interview has been edited for length and clarity.

10 Ways to Capture the Attention of the Next Generation | Multiview

Brian Miller — Thu, 25 Apr 2024 14:53:01 GMT

As seasoned association members transition into retirement or reduced participation, engaging younger demographics becomes crucial for maintaining organizational vibrancy. Embracing the fresh perspectives, tech-savviness, and diverse skill sets of the next generation rejuvenates associations with new energy while ensuring long-term relevance. Here are 10 strategies associations can leverage to attract the next generation and build sustainable growth.