We’re back from ASAE’s MMC+Tech 2025 and, just like last year, our brains are buzzing with ideas, trends, and conversations from some of the sharpest minds in association leadership, marketing, and tech. If you missed it (or just need help unpacking it all), here are the big themes that emerged from our team’s time on the ground.
Modernization Is No Longer Optional
From outdated websites to clunky single sign-on experiences, leaders are ready to make moves. Everyone we talked to seemed to be somewhere on the path of rebuilding, whether it was a full AMS overhaul, or a phased website redesign. But the smartest orgs weren’t starting with tech. They were starting with members.
As Alyssa put it: “Multiple people were surprised when I answered their question of ‘Do I need this solution?’ with ‘what are you members saying they need, and how do they successfully engage with you today?’”
The takeaway? Don’t build digital experiences in a vacuum. If you’re not actively listening to your members, you’re not building for them.
Mobile Is Back… but Different
No one wants another event app that sits dormant for 11 months. Instead, leaders are looking for mobile solutions that enable ongoing, personalized engagement. They need tools that go beyond event logistics to actually support the member journey year-round.
Younger Members Are Front and Center
From Gen Z recruitment to future board pipelines, there’s a clear urgency around engaging the next generation. And the consensus was clear: If you can’t communicate who you are and why you matter clearly, consistently, and creatively, you’re not going to reach them.
As Jason noted, “Brand matters. Strong creative and messaging aren’t just nice-to-haves, they’re key to delivering a member-first experience across web, social, and mobile, especially for younger audiences.”
Content: Still the Elephant in the Room
Associations are still struggling with content fundamentals. SEO remains a mystery, PDFs are burying valuable resources, and many orgs are diving into emerging tech without a strong messaging strategy in place.
Kelsey’s advice? “If you’re not ready to revisit your content, you’re not ready to redesign your website.” And she’s not wrong. We heard from countless marketers looking for more governance around content best practices and more flexibility in how that content is presented online.
AI Is Shifting, But Strategy Still Reigns
Yes, of course AI came up. A lot. But the buzz has moved beyond chatbot hype. The real conversation was about search. How will members find what they need in an AI-driven search environment, and what’s standing in the way?
Spoiler: It’s your content again. Content depth, format and structure are make-or-break factors. AI isn’t magic. It can’t synthesize what doesn’t exist, and it can’t surface what it can’t access. (Looking at you again, PDFs.)
And while AI fear is real (Kelsey heard plenty of it), education is clearly the first step toward adoption.
It’s About Showing Your Members Love, Not Just Technology
This brings us back to our booth theme, “We Love Our Members”. Whether we were talking about new apps, AMS upgrades, or AI tools, one thing was clear: what matters most is making members feel seen, supported, and valued. If it’s not enhancing the member experience, it’s missing the point.
Thanks to everyone who shared ideas, challenges, and bold visions for the future. We’re excited to help bring some of them to life.
