In a world flooded with choices and distractions, belonging is the ultimate differentiator. Associations that treat community-building not as an initiative, but as a strategic function, will be the ones that thrive.

Associations often describe themselves as communities — but in practice, many fall short. Too many are structured around transactions, not relationships; programs, not people. Yet the potential is enormous. When designed intentionally, associations can become powerful, enduring communities that create mutual value for members and the organization alike.

This article — the first in a series — explores why associations must make community-building a top priority, supported by research, real-world examples, and actionable strategies.

What We Mean by “Community”

A true community is more than a group of people with shared credentials or professional affiliations. It’s a group united by purpose, who build relationships over time and create value for each other through ongoing interaction.

Community strategists like Carrie Melissa Jones and Charles Vogl emphasize that community is built on shared identity, mutual concern, and consistent participation. That’s what members increasingly crave — meaningful, sustained connection — not just one-off events, newsletters, or credentials.

Why Community Matters Now

Community is no longer a “nice to have.” It’s a strategic differentiator in a saturated landscape.

Members are seeking connection, purpose, and peer-driven value. And associations are uniquely positioned to deliver it — if they stop treating community as an afterthought.

• Retention and revenue improve when members feel like they belong. According to Community Brands, members who feel connected are two to three times more likely to renew.
• Digital disruption is reshaping member expectations. Platforms like Slack, LinkedIn, and private forums are already filling the gaps associations once dominated.
• Emotional loyalty — the kind that leads to advocacy, referrals, and lifelong commitment — is built through relationships, not just benefits.

The data backs this up. ASAE’s Centennial Research Initiative found that while 92 percent of members trust associations as sources of information, many don’t feel emotionally connected. Associations risk irrelevance unless they adapt to this new reality.

Why Community Is a Strategic Investment

Investing in community strengthens associations across multiple dimensions:

• Member retention: Associations with vibrant communities report higher renewal rates and more stable revenue, as members perceive ongoing value beyond individual transactions.
• Competitive differentiation: As digital-first competitors grow, associations that foster strong, authentic communities create a “stickiness” that others can’t easily replicate.
• Mission fulfillment: Community amplifies an association’s core purpose by accelerating peer learning, mentoring, innovation, and collective action.

When done right, community becomes a real-time feedback loop that informs strategy and helps leaders stay ahead of member needs and industry trends. But this doesn’t happen by accident. Community must be resourced, staffed, and measured like any other strategic priority.

What Good Looks Like

Several forward-looking associations are already proving the power of community. In each of these cases, success came from intentional design, ongoing facilitation, and a commitment to delivering value through human connection.

• AIGA (American Institute of Graphic Arts) customized its membership model to allow greater personalization and peer connection. As a result, membership and chapter growth doubled.
• ANA (American Nurses Association) launched a digital community for early-career nurses. Participation soared, burnout declined, and the organization gained real-time insights to shape programming.
• PDMA (Product Development and Management Association) built an intentional peer-mentoring community that strengthened retention and developed a leadership pipeline.

How to Start

You don’t need a massive overhaul to begin building a better community. Start small but be strategic.

• Define your purpose. Clarify what community means for your members. What shared purpose or need will it fulfill?
• Map your ecosystem. Audit current touchpoints — events, chapters, forums, onboarding. Identify silos and gaps in the member journey.
• Listen to your members. Use surveys, interviews, or informal listening sessions to understand what kinds of community experiences they value.
• Pilot micro-communities. Start with small, affinity-based groups tied to specific needs, interests, or lifecycle stages. Learn and iterate.
• Choose the right technology. Use tools that facilitate interaction — not just content delivery. Whether it’s Slack or Higher Logic, prioritize usability and connection.
• Invest in facilitation. Communities don’t run themselves. Empower internal staff or volunteer leaders to nurture engagement and connection.
• Celebrate and share success. Highlight member contributions, showcase success stories, and reinforce the impact of community on individual and collective goals.
• Measure what matters. Go beyond vanity metrics. Track retention, satisfaction, referrals, and participation — and use the data to improve.

Community Is the New Competitive Advantage

The future of associations depends on their ability to foster meaningful, sustained connections. Events and education will always matter — but without a strong sense of community, they’re just content. Community gives your offerings context, continuity, and soul.

As McKinley Advisors noted in their 2023 benchmarking report, “The associations that will thrive in the next decade will be those that treat community building as a core strategy, not a side project.”

Associations were created to bring people together. It’s time to fully embrace that role. Treat community as a core function. Fund it. Staff it. Measure it. Because if you don’t, someone else will — and your members will follow.