For associations, fostering diverse, equitable, and inclusive communities has long been a driver of growth. But as political and legal shifts reshape the conversation around DEI, organizations must refine their approach to ensure long-term sustainability.

While DEI remains a core value for many associations, the landscape is shifting. Some corporations and institutions are reevaluating their commitments in response to policy changes, legal challenges, and public scrutiny. At the same time, members, sponsors, and partners continue to prioritize organizations that foster inclusive environments. The challenge for associations is not whether to invest in DEI, but how to adapt their strategies and communications to maintain engagement and financial resilience.

Expanding Membership: The Competitive Edge of Inclusion

For any association, growth starts with reaching new audiences. Organizations that cultivate welcoming, inclusive cultures attract professionals who may have previously felt overlooked, leading to stronger engagement and retention.

Take the National Association of Enrolled Agents, which actively works to diversify the tax profession by creating pathways for underrepresented professionals. By broadening its membership base, NAEA has strengthened its professional community and increased its influence in the industry.

But attraction is only the first step — engagement is what drives retention. Members stay when they feel valued and connected. Associations that invest in affinity groups, mentorship programs, and leadership pipelines see tangible retention benefits. One organization launched a diversity-focused networking group and saw higher engagement and a noticeable increase in renewal rates among new members.

A broader, more engaged membership base translates directly to stronger financial sustainability, regardless of shifts in external DEI policies.

Beyond Dues: Unlocking Revenue While Navigating Change

A commitment to inclusion can open new revenue streams, but in today’s climate, associations must also consider potential funding risks. While corporate partners have historically prioritized organizations aligned with their DEI values, recent shifts have led some companies to scale back public-facing DEI commitments.

That doesn’t mean the opportunity has disappeared; it has simply evolved. Associations that frame their initiatives around professional development, leadership access, and community-building may find they align more effectively with both corporate sponsors and member needs.

For example, one organization introduced targeted professional development programs for underrepresented members and saw a significant increase in participation and non-dues revenue. Another association secured a 25% increase in sponsorship revenue by showcasing its commitment to inclusive programming and leadership representation.

At the same time, associations receiving federal funding must be mindful of policy changes that could impact grant eligibility. As regulations continue to shift, associations should regularly evaluate how their inclusion efforts align with funding opportunities and compliance requirements.

Reputation, Risk, and Resilience

An association’s reputation remains one of its most valuable assets. Members and sponsors increasingly expect organizations to uphold values of inclusion and belonging, even as external pressures mount.

Recent policy changes have led to increased scrutiny of organizational DEI efforts, and some groups are actively challenging programs they view as exclusionary. While inclusion remains a competitive advantage, associations should ensure their messaging reflects current realities, emphasizing equitable access, professional development, and industry growth.

A proactive strategy includes auditing DEI-related language, assessing risk exposure, and maintaining flexibility in response to regulatory changes. Associations that take a balanced approach — staying true to their values while adapting to the external environment — will be best positioned for long-term success.

The Bottom Line: The Future Is Strategic

Associations that integrate inclusive membership strategies into their leadership, programming, and partnerships will fuel future growth. The key is positioning DEI as part of a broader strategy for engagement, innovation, and financial resilience, rather than as a standalone initiative.

A strong commitment to inclusion expands outreach, strengthens engagement, and boosts retention. Associations can unlock new revenue streams by developing targeted programs and partnerships that align with evolving organization priorities and public policy.

The question isn’t whether inclusion should be a priority — it’s how associations can adapt their strategies and communications around DEI to sustain long-term growth in a changing landscape.

The above article reflects the thoughts and ideas of the author and do not necessarily reflect the policies or practices of ASAE, the ASAE Research Foundation, or ASAE Business Services Inc.