Lessons for Boards and Leaders
Associations today are navigating a membership landscape that looks very different from just a few years ago. Generational shifts, technology adoption, and rising expectations are forcing organizations to rethink how they deliver value.
That was the focus of a recent LinkedIn Live conversation with Kellen leaders Kim Chhabria, Group Vice President, and Abram Garcia, Vice President. The session offered a candid look at how associations can future-proof their membership approach and ensure long-term growth.
If you missed it, you can (watch the full recording here). At the end of this article, you will also find a link to download a practical checklist for board and staff leaders.
How Member Expectations Are Shifting
One of the strongest themes from the discussion was the changing expectations of different generations. Research from the American Marketing Association shows that 51 percent of Gen Z teens discover products through social media, while older generations still rely heavily on traditional networks. Gen Z also applies a more deliberate purchase process, reviewing comments, websites, and peer input before committing.
For associations, the lesson is clear: members expect more than discounts. They want personalization, convenience, and transparency. They also want online experiences that feel tangible; whether through advanced websites, AI chatbots, or on-demand learning.
Boards should regularly reflect on this question: Are we designing for yesterday’s member or tomorrow’s?
Tools and Trends Driving Engagement
Engagement strategies must go beyond volume. The panel highlighted the risks of overwhelming members during onboarding. Many associations send a single welcome email with a long list of links, which often results in minimal engagement. A better approach is a step-by-step journey, guiding members through one action at a time. Associations that have made this shift have seen engagement rates increase dramatically.
The conversation also explored the role of micro-influencers, members who may not have large followings but who are already deeply engaged and eager to contribute. Equipping these individuals to act as advocates can outperform traditional mass campaigns.
Ultimately, engagement is less about broadcasting messages and more about creating connections that members feel are personal and relevant.
What Boards Should Watch, Ask, and Fund l Duties
Boards have a critical role in ensuring membership strategies evolve. Kim and Abram emphasized that value should be communicated in terms of outcomes, not features. Using the pizza metaphor, features are the basic cheese slice, while outcomes are the specialty toppings that make membership truly desirable.
Boards should be asking:
- What new “topping” are we adding this year?
- What benefit can be sunset or improved?
- What is the first action we want a new member to take after joining?
Transparency also emerged as a priority. Members lose trust if their survey responses disappear into a black hole. A simple practice, sharing three things you heard and one thing you will act on, helps close the loop and demonstrates accountability.
Key Lessons
- Member expectations are changing: Younger generations expect personalization, tangible online value, and flexibility beyond the 9-to-5 window.
- Engagement requires intentional design: Step-by-step onboarding and authentic advocates drive stronger results than high-volume communication.
- Boards must focus on outcomes: Investments should be tied to impact, with benefits evaluated and refreshed regularly.
Resources
Both resources are designed to help association leaders reflect on their current approach and identify practical steps they can take in the next 90 days.
Future-proofing membership is not about adding more to the menu. It is about ensuring members see, feel, and experience the outcomes that matter most.
Kellen is a global leader in association management and communications, providing strategic guidance, operational support, and industry insight to over 100 associations worldwide. We help boards lead with clarity, vision, and impact. Want to learn more? Reach out to info@kellencompany.com.
