The Association Evidence Project

In this episode of The Association Evidence Project, host Lowell Aplebaum, EdD, FASAE, CAE, CPF, welcomes Jana Darling, president of Marketing General, and Dr. Adina Wasserman, MGI’s director of research, to unpack findings from the 2026 Membership Marketing Benchmarking Report. Now in its 18th year, the report reveals a challenging membership landscape, with fewer associations reporting growth and declining confidence in their value propositions. The conversation explores the economic, political, generational, and competitive forces affecting membership and, more importantly, what growing associations are doing differently. Darling and Wasserman discuss the importance of year-round member acquisition, stronger onboarding and engagement, listening to member feedback, and creating meaningful connections with younger generations. They also examine how personalization and AI are reshaping membership strategies, from content creation and member communications to improved staff productivity and stronger renewal rates.
Read the report: 2026 Membership Marketing Benchmarking Report
 
The Association Evidence Project is produced by Association Briefings.

In this episode of The Association Evidence Project, host Lowell Aplebaum, EdD, FASAE, CAE, CPF, welcomes Patrick Glaser, chief practice officer at McKinley Advisors, and Wendy-Jo Toyama, MBA, FASAE, CAE, CEO of the American Epilepsy Society, to explore new ASAE Foundation research from the Seven Measures of Success series examining organizational agility and resilience. They unpack what these often-used terms actually mean for associations and why an organization’s capacity, rather than its size or budget, can be the greatest barrier to adapting and moving forward. The conversation explores findings from the Organizational Agility and Resilience Index, including the critical role governance plays in an association’s ability to respond to change, from board composition and decision rights to balancing inclusivity with timely action. They also discuss why recognizing external trends doesn’t always translate into action, how strategic planning can help organizations decide what not to pursue, and why lasting agility may depend less on chasing the latest technology and more on addressing the harder work of leadership, governance and organizational culture.
Read the report: Organizational Agility and Resilience, a Report from the 7 Measures of Success Series
 
The Association Evidence Project is produced by Association Briefings.

In this episode of The Association Evidence Project, host Lowell Aplebaum, EdD, FASAE, CAE, CPF, is joined by Peggy Hoffman, FASAE, CAE, president and executive director of Mariner Management, and Peter Houstle, CEO and COO of Mariner Management, to explore key findings from their latest chapter performance and benchmarking report. Drawing on data from associations and chapter leaders across the industry, they examine how evolving member expectations are reshaping chapter engagement, volunteer leadership, and organizational structures. The conversation highlights the growing challenge of sustaining volunteer leadership, with both associations and chapter leaders reporting increasing difficulty recruiting and retaining volunteers. Hoffman and Houstle discuss why traditional chapter models may no longer align with members’ available time, interests, or preferred ways of engaging, and how factors such as member personality, mentorship opportunities, and purpose-driven experiences can influence participation. They also share examples of associations rethinking their chapter structures through regional councils, hub-and-spoke models, and other flexible approaches designed to reduce administrative burdens while strengthening local connections.
The episode explores the importance of moving beyond compliance-focused metrics and toward measures that better reflect member value, including belonging, loyalty, and meaningful engagement. Throughout the discussion, the guests offer practical insights for association leaders seeking to create more adaptable chapter ecosystems that better serve members while building a sustainable future for volunteer leadership.
Access the report, 2025 Chapter Performance & Benchmarking Report, here: https://marinermanagement.com/2025-chapter-performance-benchmarking-report/
The Association Evidence Project is produced by Association Briefings.

In this episode of The Association Evidence Project, host Lowell Aplebaum, EdD, FASAE, CAE, CPF, is joined by Celia Zamora, CAE, Executive Director of the American Council of Academic Physical Therapy, and Jen Mehltretter, CAE, Director of Membership and Constituent Services at the American Society for Clinical Laboratory Science, to discuss new research from the ASAE Research Foundation and MPI Foundation, Enhancing Neuro Inclusive Practices in Associations. The conversation explores why neuro inclusion is gaining urgency—shaping how associations foster belonging, support learning, and create meaningful connections—while also unpacking why it often goes unaddressed due to stigma, uncertainty, and fear of getting it wrong. Together, they outline a shift from reactive accommodations to proactive, universal design, sharing practical approaches for meetings and workplaces, from advance materials and flexible formats to sensory considerations and intentional breaks. They also discuss how to embed neuro inclusion into strategy, governance, and measurement—moving beyond individual champions to sustained organizational commitment. The episode highlights the role of thoughtful data, continuous feedback, and iteration in improving engagement, retention, and authentic participation across the association community.
Access the report, Enhancing Neuroinclusive Practices in Associations, here: https://foundation.asaecenter.org/research/neuroinclusion/
 
The Association Evidence Project is produced by Association Briefings.

In this episode of The Association Evidence Project, host Lowell Aplebaum, EdD, FASAE, CAE, CPF, speaks with Celisa Steele, co-founder and managing director of Tagoras, about new research examining the strategic outlook for association learning businesses. Steele explains that while many associations see strong potential for growth in their education portfolios—and recognize learning as both mission-critical and a source of non-dues revenue—progress is often limited by internal capacity challenges in areas such as staffing, marketing and sales, technology, and data use. The conversation explores how strategic clarity can guide decision-making and how associations can differentiate their learning offerings through “credibility capital,” including trust, expertise, standards, credentials, convening power, and peer learning. Steele also discusses growing interest in AI, the likelihood of increased experimentation, and emerging trends shaping the future of association learning, from workforce alignment to rising learner expectations and alternative credentials.
 
The Association Evidence Project is produced by Association Briefings.

In this episode of The Association Evidence Project, host Lowell Aplebaum, EdD, FASAE, CAE, CPF, speaks with Tirrah Switzer, vice president of product marketing at Momentive Software, about insights from the 10th Annual Associations Trends Research Report “Bridging the Gap: Aligning Association Professionals and Members for Success” and what it reveals about alignment between association professionals and their members. Together, they explore the ongoing disconnect around career advancement, noting that members prioritize job opportunities more than organizations often realize. The conversation also examines how the competitive landscape is shifting with the growth of influencer-led communities and niche platforms, along with emerging trends in professional development, events, and the expanding role of technology and AI in shaping the future of associations.
 
Show notes
Read the 10th annual Association Trends Study: https://momentivesoftware.com/research-study/association-trends/
 
The Association Evidence Project is produced by Association Briefings.

In the inaugural episode of the Association Evidence Project, host Lowell Aplebaum, EdD, FASAE, CAE, CPF, sits down with three leading voices in association research and strategy: Sheri Jacobs, FASAE, CAE, president and CEO of Avenue M Group; Dean West, FASAE, founder and president of Association Laboratory Inc.; and Andrea Wieters, director of strategic and future-focused research at ASAE. Together, they examine the current state of association research, including persistent challenges around data utilization, survey fatigue, and turning insights into action. The discussion centers on how associations can move beyond collecting information to using evidence as a strategic asset, supporting better decision-making, stronger collaboration, and more future-focused planning. The episode sets the stage for building research-driven cultures that continuously engage members and use evidence to drive meaningful impact.
 
The Association Evidence Project is produced by Association Briefings.

In this preview of The Association Evidence Project, host Lowell Aplebaum introduces a new series designed to help association leaders cut through the noise and make smarter, data-informed decisions. Each episode spotlights the research, insights, and experts shaping the future of the association sector — from governance and membership to foresight, economics, and innovation. Season One begins with conversations from inside the evidence itself, featuring leading researchers as they share what they’re seeing, studying, and anticipating as we move into 2026.