Each contributor will answer the same thought-provoking question: What is the single most important trend mission-driven organizations should prioritize in 2025 to drive member engagement and organizational growth?

This series doesn’t stop at the perspectives of our contributors. As the CEO and Founder of Strategico Consultants, I will bring my own experience in Fractional IT leadership, IT strategy, and digital transformation to the discussion, sharing insights and practical takeaways to help associations navigate today’s challenges.

My goal is to spark ideas, challenge assumptions, and inspire actionable strategies that drive real impact for your organization.

This week’s featured leader is Jim Pearson, MS Ed, PMP, who serves association clients as a Senior Consultant at Ellipsis Partners. Read on to learn his unique perspective on the future of associations, and my thoughts on how you can leverage these trends to strengthen member engagement and organizational growth.

Insights from Jim Pearson, Senior Consultant, Ellipsis Partners

Associations should focus on data accuracy to drive member engagement and growth because bad data makes it difficult to engage with your membership. 
With good data, you can:

Segment and target your audiences with personalized content that they find valuable. This will avoid sending them irrelevant messages, such as information that is designed for a different member type, or reminders to register for events when they are already registered. 

Acknowledge their engagement with digital badges and ribbons highlighting their activities in discussion forms, volunteer positions such as speaking, mentoring, or contributing to an article by being interviewed, submitting a few comments to an email, or some other small way that will not take much of their time (aka micro volunteering).   

Inform them of the value of their membership. Create a personalized member portfolio that shows the financial and relationship value of the benefit that they have used over the past year(s), such as: discounted and comped membership benefit products and services they have used. 

Ask them directly what they want from the association. Instead of a formal survey, it could be:

• An open forum to generate discussion. For example, the association is considering starting a new program for mid-career members that would do x, y, z. What are your thoughts about this program?  
• A weekly question online. For example, what is something your industry needs that the association could provide? 
• Targeting members who attended an event to ask them their favorite speaker, a memorable quote, and what they got out of it. 
• Calling members who have low engagement and asking them what they want from the organization. 

Daniel Elacqua on Leveraging Trends to Boost Engagement and Growth

As Jim aptly points out, accurate data is the foundation of any successful member engagement strategy. Without it, even the best intentions can lead to missteps—sending irrelevant communications or missing opportunities to connect with members in meaningful ways. 

One of the most powerful applications of good data is the ability to create highly personalized member experiences. When associations can segment their audiences effectively, they can deliver highly relevant communications and experiences. This serves to not only strengthen connections with members but also build trust and loyalty over time.

Another critical point is the value of engaging directly with members to understand their needs and preferences. While surveys can be helpful, I love the idea of informal, interactive approaches like open forums or weekly questions. These methods foster dialogue and allow members to feel truly heard, which is key to deepening their connection with the association. 

By combining data-driven personalization with member-driven input, associations can build a robust strategy that meets members where they are and empowers them to stay actively involved.

Leverage 2025 Trends to Drive Engagement—Let Strategico Help You Get There

Boosting member engagement and driving organizational growth starts with understanding your data, leveraging personalized strategies, and listening to what your members truly need. But implementing these changes effectively often requires more than just good ideas—it takes the right expertise and resources to turn vision into reality.

That’s where a Fractional IT Leader or IT Consultant can make a significant impact. At Strategico Consultants, we specialize in helping associations navigate these challenges by aligning technology, strategy, and member-focused solutions. If you’re ready to take your engagement strategies to the next level, we’d love to talk about what we can do for your association. Contact us today to start the conversation.