Top 7 Membership Trends
Every year, Rottman Creative identifies seven changes affecting how people join associations and why they stay. Read the latest report, browse past editions, and get the next report when it’s published.
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Top Trends by year
The 2026 edition. AI underdelivering for you while it overdelivers for your audience. Membership and subscriptions blurring in your members’ minds. Engagement mirroring the behavior your campaigns have been teaching all along.
The 2025 edition. The year the engagement problem got bigger, acquisition started taking more time and more effort, and AI began quietly changing what members thought your association was worth.