The dynamic changes witnessed in 2023 are expected to further shape the association sector in 2024. Here is our roundup of insights and trends for 2024.
1. Leverage technology to personalise member experience
An increasing number of associations will incorporate Artificial Intelligence (AI), automation, cloud, and mobile technologies to gain a deeper understanding of their members and provide customised content and interactions. Utilising advanced Association Management Systems (AMS) equipped with AI capabilities make your association smarter, enabling the delivery of member predictions and recommendations while fostering a personalised member experience.
2. Focus on younger members
A recent global benchmark study on the relationship strength of associations and their members revealed a decline in the Net Promoter Score among the younger demographic. This underscores the importance for associations to focus on addressing the evolving needs of their younger members. Associations should actively engage this target audience on a Board-level to find out their key drivers, and priortise delivering initiatives and content that serve their interest in an online environment.
3. Brace for more human error
Forrester predicts that 90% of data breaches will involve a human element due to the impact of generative AI and the abundance of communication channels, which makes social engineering attacks, like phishing, much simpler and faster to execute. As a result, we expect an increased demand for security awareness training and a review of data governance policy among associations.
4. Demand for more networking opportunities
A global cross-sector survey on the future of business events uncovered that attendees are seeking increased human-to-human interaction during and post-event. Attendees want add-on activities, and expect networking opportunities to be facilitated on the event app and extend event conversations into a post-event online community. Associations will be expected to incorporate immersive experiences, like local food tasting or tours, into their conference programs, and offer a platform for attendees to stay connected to each other after the event.
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