Top 5 Pressing Concerns for Association Executives
Insights from the 2025 Association Executive Survey
As Michigan’s association landscape evolves, so do the challenges facing the leaders who guide it. MSAE's 2025 Association Executive Survey offers a candid look into what’s top of mind for chief staff executives across the state. Their concerns and priorities reflect a sector laser focused on staying relevant, resilient, and responsive to member needs.
Top 5 Pressing Concerns for Executives
When asked to identify their top challenges, association leaders consistently pointed to several critical areas.
“Our greatest challenge is keeping members engaged in meaningful ways—
not just showing up, but truly connecting with the mission.”
– Survey Respondent, Association Chief Staff Executive
- Member and Volunteer Engagement
Keeping members and volunteers actively involved remains the most common concern. As expectations shift and attention competition increases, executives focus on building meaningful, sustained engagement. - Membership Growth & Retention
Attracting and keeping members continues to challenge associations across the board. Leaders are seeking new strategies to demonstrate value and deliver benefits that drive long-term loyalty. - Non-Dues Revenue Generation
Many associations are looking beyond traditional membership dues to sustain their operations. Diversifying revenue streams through events, sponsorships, and innovative services has become a strategic imperative. - Workforce and Talent Development
For associations that serve as workforce drivers in their industries or professions, preparing the next generation of talent is a growing concern. There’s a clear interest in supporting professional pathways and developing future-ready skills. - Board Governance & Leadership
Strong boards are essential for organizational success, but not without challenges. Executives are navigating issues related to board engagement, governance practices, and leadership transitions.
“We need fresh strategies for growing membership and generating non-dues revenue.
The old playbook doesn’t work anymore.”
– Survey Respondent, Association Chief Staff Executive
Other Key Themes
Additional priorities surfaced throughout the survey, including the need to better articulate the value of membership, attract and retain skilled staff internally, and modernize technology infrastructure. While advocacy remains important, it ranked lower on the list of current concerns, suggesting that operational and member-focused issues are taking center stage. This is somewhat surprising, given the current upheaval in the national policy landscape.
What This Means for Our Members
These insights offer a roadmap for MSAE as we strengthen our support for Michigan’s association community. Thanks to the generous hospitality of our friends at Petoskey Area Visitors Bureau and Boyne Resorts, MSAE's Planning Committee met last week at the gorgeous Inn at Bay Harbor to analyze the findings of association executives, professionals, and industry partner member surveys and develop new product and service ideas.
We’re committed to designing programs, resources, and peer communities that directly address these concerns and walking alongside association leaders as they rise to the challenges ahead. The Planning Committee did remarkable work! MSAE is poised to meet the moment, from helping members build engagement strategies and diversify revenue to offering board development tools and talent pipeline support.