ST. PETERSBURG, Fla., Nov. 04, 2026 (GLOBE NEWSWIRE) — Momentive Software, the leading technology partner accelerating innovation and powering the future for mission-driven organizations, today released its 11th Annual Associations Trends Research Report, “The Innovation Mandate for Associations”. Drawing on parallel surveys of members and association professionals, this year’s report finds that members are ready for their associations to move their industries forward and shows where association strategy and infrastructure have room to grow.
For over a decade, Momentive has tracked the pulse of association professionals and their members in partnership with Edge Research. This year’s data sharpens a familiar pattern: the two groups agree on the fundamentals of community, advocacy, and industry growth, but diverge on what members say matters most day to day, which is career support and technology.
“After 11 years tracking members and association professionals, this year’s message is clear: members want their associations to lead on technology and careers, but many associations are not prioritizing these areas,” said Pam Loeb, Principal at Edge Research. “Keeping up with technology jumped from 13th to the 1st member benefit in a single year. At the same time, members’ overall satisfaction and renewal intent slipped. Associations that close the gap on technology and careers will be in the strongest position with their members.”
Key Findings from the 2026 Associations Trends Research Report
1. Members Expect Their Associations to Be Innovative
- Technology is now the #1 member benefit: “Keeping up with the latest technology” jumped from the 13th most-valued benefit in 2025 to the top spot in 2026. 52% of members rate it very important, compared to 30% of association professionals.
- AI signals innovation: 67% of members say using AI shows their organization is innovative and up-to-date, and 68% use AI at work at least weekly.
- Members already trust association technology: 70% of members rate their organization’s technology as excellent or very good, more than double the 33% of professionals who say the same.
- Professionals are deprioritizing technology and AI: Integrating AI into processes ranks last of 21 priorities at 9% (down 8 points), and driving innovation fell 9 points to 12%.
2. Career Support Remains the Widest Gap Between Members and Professionals
- The jobs gap keeps growing: 47% of members rate job opportunities very important, compared to 16% of professionals. The 31-point difference is even larger than a year ago.
- Associations are a leading source of learning: Members’ professional associations are their second-largest source of professional education (41%), behind only their employers (45%).
- Career pathways are in demand: 57% of Gen Z and 51% of Millennials have used their association’s job board, and 71% of members are comfortable with their association using AI to suggest courses, certifications, or professional development. Only 18% of professionals want AI to recommend next courses or credentials.
- One gap closed: Professionals now rate training as very important at the same rate as members (47% each), closing a 14-point gap from 2025.
3. Member Loyalty Softened While Engagement Strategy and Infrastructure Are Still Catching Up
- Loyalty declined across the board: The share of members who are very satisfied fell from 61% to 52%, those extremely likely to renew dropped from 56% to 48%, and Net Promoter Score moved from +48 to +43.
- Strategy gaps persist: Only 38% of professionals have an organization-wide engagement strategy, and just 33% of those include generational tactics.
- AI is outpacing governance and integration: Only 30% of professionals using AI use it embedded in their AMS, LMS, or other core platforms, and just 25% can confirm their organization has an AI policy.
“A new graduate, a mid-career Millennial, and a seasoned leader all need something different from their association, and all of them want to stay ahead of industry technology,” said Tirrah Switzer, VP of Product Marketing at Momentive Software and co-author of the report. “Associations are well positioned to meet that need. When credentials, learning, and jobs work together as a career pathway, members see value at every stage, and a reason to stay.”
The Path Forward
The 2026 Associations Trends Research Report shows associations how to get ahead of their members’ expectations. The report outlines where associations can start:
- Be your industry’s technology thought leader: Associations can become the trusted source on technology in their field by bringing in industry experts and hosting technology showcases and demo days that give members hands-on exposure to the tools shaping their industry. Investing in new tools and training for staff puts technology on the association’s own priority list too.
- Map the career pathway and fill the gaps: Associations can map a career in their industry from first job to late career, list the credentials, learning, and jobs they offer at each stage, and identify what’s missing or under-promoted. Filling those gaps with certification, learning, and job tools, with AI suggesting the next step, gives members a clear path forward. Promoting each stage to the members who use it most, such as Gen Z and Millennials, puts those offerings to work.
- Build a retention strategy around the members at risk: With loyalty softening, associations should track satisfaction and renewal intent by generation and career stage. Mid-career and Millennial members often fall outside both recruitment and legacy-member efforts, so dedicated engagement touchpoints can help keep them connected.
Commissioned by Momentive Software and conducted by Edge Research, this report is based on parallel online surveys conducted in June and July of 2026 of 1,010 current members and 200 professionals working at membership and trade organizations across the United States.
Access the complete Momentive Software 11th Annual Associations Trends Research Report here.
About Momentive Software
Momentive Software amplifies the impact of more than 37,000 mission-driven organizations across 30+ countries, supporting over $14 billion raised and 287 million members served annually. Nonprofits and associations rely on Momentive’s AI-powered software and services to engage their communities, simplify operations, and grow revenue. Designed to help organizations connect more, manage more, and expect more, Momentive’s solutions span fundraising, learning, events, careers, volunteering, accounting, certification, and association management. Momentive partners with organizations that believe “good enough” is never enough—so they can bring on better outcomes for everyone they serve. Learn more at momentivesoftware.com.
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Momentive Software | Heather Noll | heather.noll@momentivesoftware.com
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