December 4, 2025 — Higher Logic, the industry leader in community engagement and member experience solutions for associations, today released its 2025 Association Member Experience Report, offering one of the most comprehensive looks at what drives member value, engagement, and retention in today’s association landscape.
Based on survey responses from 440 current association members and 112 nonmembers, the report uncovers a central theme: member confidence in associations is rising — but so are expectations for modern, frictionless, personalized experiences .
Key Findings from the 2025 Association Member Experience Report
Member Engagement and Renewal Intent Are Increasing
Members view associations as more essential than ever:
- 82% feel engaged with their association, up from 67% in 2024.
- 86% say membership positively impacts their career, up from 73% in 2024.
- 83% plan to remain members for at least five years, up from 74% last year.
“These numbers show clear momentum,” said [Executive Name, Title]. “Associations are regaining their central place in professionals’ careers — but that momentum depends on elevating the member experience in ways that match today’s digital expectations.”
Awareness and Value Gaps Persist Among Nonmembers
Nonmembers remain a major growth opportunity—and the biggest barrier to getting them is that they don’t know your association exists:
- 46% of nonmembers simply aren’t aware of an association relevant to them.
- 33% cite cost as a barrier
- 28% say they don’t see enough ROI
The report highlights a dual challenge: associations must show up where prospects are searching and clearly communicate tangible outcomes.
Professional Development is the #1 Reason Members Join
Across generations and career levels, professional development, credentialing, and learning opportunities top the list of reasons to join an association.
Members ranked the following highest in perceived value:
- In-person education
- Mentoring opportunities
- Virtual learning and credentialing
With 80% of members saying they want visibility into their learning journey, the report notes that associations are increasingly expected to function as a career co-pilot, with tools like Learning Management Systems (LMS) that help guide members to the next upskilling opportunities.
Online Community and Mobile Expectations Continue to Rise
The report reveals that online community remains a high-value asset:
- 79% say their community is valuable for networking and learning.
- But engagement is hindered by time constraints, platform usability, and a desire for mobile-native, social-style experiences.
- 76% of members want a personalized, social media–like feed, and 79% want mobile access, underscoring a shift in digital expectations
Strong Support for Responsible AI Adoption
- Members overwhelmingly welcome AI—94% are comfortable with associations using AI for search, personalization, or support, provided the technology remains transparent and human-centered.
- The report positions AI as a tool to scale personalization, improve access to expertise, and streamline the member journey, not replace human connection.
Personalization Strongly Predicts Engagement, Value, and Retention
The data shows a direct link between personalization and member loyalty:
- 84% say personalization is important,
- 81% believe their association already provides it, and
- Members who feel their experience is personalized are dramatically more likely to stay, feel engaged, and perceive value.
Personalization is no longer a luxury — it’s a baseline expectation. Associations that thrive will be those that use data and technology to create individual, human-centered member journeys.
DEIB, Early-Career Support, and Sustainability Lead Priorities
Members identified their top priority initiatives:
- DEIB (56%)
- Support for early-career professionals (49%)
- Artificial intelligence readiness (46%)
- Sustainability and environmental initiatives (43%)
These priorities reflect a growing expectation that associations act as ethical leaders and innovation guides for their industries.
About the Association Member Experience Report
Higher Logic’s annual Member Experience Report analyzes attitudes, behaviors, and expectations across both current members and prospective nonmembers, offering associations data-backed guidance for:
- Improving growth strategies and member acquisition
- Strengthening engagement and member retention
- Modernizing digital experiences
- Communicating value more clearly
The full report is available for download here.
About Higher Logic
Higher Logic is revolutionizing engagement. We combine AI with human insight to help organizations build lasting relationships through personalized, intelligent experiences. Our platform connects community, marketing, events, and more—powered by a centralized data warehouse that learns and adapts with every interaction. It’s how we enable smarter, more relevant engagement. Whether helping associations improve retention or enabling businesses to reduce support costs and grow loyalty, our deep expertise and true partnership mindset empower our customers to do more than they ever imagined. Learn more at www.higherlogic.com.
Contact
Julie Kaplan, Chief Marketing Officer
[email protected]