Over the decades, the technology landscape has changed how professional associations serve members. From managing member data to delivering education to fostering peer-to-peer connections, associations have adapted to embrace innovation and meet accelerating expectations. 

We may not have a crystal ball, but there’s one thing we can predict with confidence: associations must continue to evolve their tech ecosystems to stay relevant and competitive. We’ve seen that increasingly personalized, flexible, and dynamic experiences are key to keeping pace with member expectations. This article looks at how technology has shaped the member experience thus far, and how associations can prepare for the future.

The Tech Evolution in Professional Associations: A 30-Year Timeline

Early 1990s: The Pre-Internet Era

Believe it or not, there was a time before the widespread adoption of the internet when associations relied on paper-based systems for managing member data, event registration, communication, and more. Mail and phone were the main outreach methods, and databases were rudimentary – stored on in-house servers, and manually updated. Member engagement was also more labor-intensive, limited to in-person events, printed newsletters, and annual conferences.

• Data Management: Paper files, spreadsheets, in-house databases for tracking memberships and renewals
• Member Communication: Phone (landlines!), direct (postal) mail, printed newsletters
• Content and Education: Live  workshops, conferences, printed textbooks or journals
• Member Connections: Limited to annual conferences, chapter, and regional events – all in person, of course. 

Mid to Late 1990s: The Internet Revolution

With the advent of the internet, associations – like the rest of us – began to embrace digital communication. Websites became central information-sharing hubs, and email replaced many traditional communication methods. Early forms of online event registration began to emerge, making it easier for members to sign up for conferences and seminars and for organizations to track that registration and attendance. Associations also started adopting basic association management software (AMS) to track memberships, dues, and renewals.

• Data Management: Introduction of AMS to centralize member information
• Member Communication: Shift from phone/mail to email/web
• Content and Education: Online registration for events, digital newsletters, listservs
• Member Connections: Early online forums and email lists

Early 2000s: The Rise of Digital Tools and Content

As internet access became ubiquitous, associations expanded their digital presence. The use of content management systems (CMS) allowed for easier website updating. Educational content began moving online with learning management systems (LMS), allowing members to access training from anywhere. Email marketing platforms became the standard for member communication, and associations began experimenting with online communities to facilitate year-round engagement.

• Data Management: AMS solutions offering better data integration and reporting
• Member Communication: Email newsletters, web-based announcements, early social media platforms
• Content and Education: Webinars, online courses, early learning management systems (LMS)
• Member Connections: Early online communities, discussion forums 

2010s: Mobile, Social, and the Cloud

The shift to mobile devices and cloud-based technologies transformed how associations interacted with members. Cloud-based AMSes and LMSes created greater scalability and flexibility than their more limited predecessors. Mobile apps became a necessary tool for member engagement, offering on-the-go access to news, content, and event registration. Social media platforms like LinkedIn, Facebook, and Twitter emerged as key channels for networking and sharing resources. Virtual events and webinars grew in popularity, creating more cost-effective ways to deliver learning and networking opportunities to geographically dispersed members.

• Data Management: Cloud-based AMS and CRM systems for real-time data access and member management
• Member Communication: Mobile apps, social media, SMS
• Content and Education: Web-based learning platforms, mobile-friendly content, virtual events
• Member Connections: Social media groups, mobile apps for networking, more integrated online communities

2020s: The Age of Digital Transformation

Without a doubt, the COVID-19 pandemic accelerated digital transformation in associations. With in-person events largely suspended, virtual conferences, webinars, and hybrid events became the norm instead of an alternative. Zoom was the big winner in the newly urgent virtual meeting and webinar space, beating out several older platforms that are now niche contenders. Associations also began to use predictive analytics and enhanced data collection for better engagement strategy setting and smarter decision-making. Now, we’re settling into the AI era, which took off with the launch of ChatGPT in 2023. Along with other tools, this is helping associations leverage artificial intelligence for more personalized member experiences. 

In short, the focus has shifted towards data-driven personalization, dynamic member experiences, and a requirement to foster continuous, digital-first engagement.

• Data Management: AI-driven insights, predictive analytics
• Member Communication: Integrated platforms offering personalized communication across email, mobile, social media
• Content and Education: Advanced virtual events, hybrid conferences, on-demand learning 
• Member Connections: AI-powered networking tools, enhanced virtual community platforms, year-round member engagement

Evolving Member Expectations: From Passive Recipients to Active Participants

Member expectations have shifted along with – often, quicker than – the technological evolution of the past 30 years. In the early days, association members were largely passive recipients of associations’ content and communication. Today, they expect more personalized, timely, and dynamic experiences. This matches expectations with  how we all engage with technology in our daily lives.

1990s: Reliable Information and Networking Opportunities

In the pre-internet era, association members were content with reliable access to information through newsletters, journals, and annual conferences. Their primary concern was staying connected to peers and thought leaders in their industry. Members expected associations to be their main source of professional information and a gateway to in-person networking

• Expectation: Access to curated information and opportunities to network at events
• Association Response: Publish regular print materials; organize conferences or regional meetings

2000s: On-Demand Content and Digital Access

With the rise of the internet, members became more accustomed to information at their fingertips. They started expecting more frequent news and more easily accessible  content. Email newsletters, early learning platforms, and member portals gave them the on-demand access they craved. The convenience of digital communication also raised the bar for events, as members wanted simpler registration and immediate access to materials.

• Expectation: More frequent, easily accessible digital content and simpler registration for events
• Association Response: Move towards online content delivery through websites, email, early learning management systems

2010s: Personalized and Mobile Experiences

The proliferation of mobile devices and social media transformed member expectations once again. Members began to expect tailored, mobile-friendly experiences with on-the-go access to content and services. They also looked for deeper engagement year-round rather than waiting for the next in-person conference—and this is when the concept of community started to shift from an annual gathering to a continuous interaction.

• Expectation: Personalized, mobile-friendly content and engagement across multiple platforms
• Association Response: Develop mobile apps, social media integration, year-round online communities to keep members connected and engaged

2020s: Real-Time, Data-Driven, and Immersive Engagement

The acceleration of digital transformation prompted members to expect even more from their associations. Now, they seek personalized experiences powered by data—content recommendations, event invitations, and networking opportunities tailored to their interests and career goals. Members are also more selective about how they engage, expecting flexible options for events, learning, and networking that fit into their busy lives. The need for associations to continuously deliver value has never been higher.

• Expectation: Data-driven personalization, real-time engagement, flexible experiences
• Association Response: Integrated tech ecosystems with personalized content recommendations, hybrid events, AI-driven member engagement strategies

Preparing for the Future: Meeting Member Demands Today and Tomorrow

Meeting evolving member expectations requires a tech-forward, member-centric approach that empowers you to reimagine how your association engages, educates, and connects members.

The pillars of the Journey by Forj solution can help you stay ahead of member demands

Data-Enabled Personalization and Insights

Associations today are swimming in data—but you might struggle to make sense of it all. Forj Analyze provides the tools you need to transform data into meaningful action. Integrated analytics help you measure community vibrancy, track member behavior, and assess learning outcomes—all in real time. This allows you to harness the power of your data to foster deeper engagement, create more valuable learning experiences, and cultivate a stronger sense of community. 

Flexible, Hybrid Models for Learning and Connection

In a fast-paced world, members need tools that meet them where they are. . Journey by Forj allows you to offer both structured and self-directed learning, integrating formal educational experiences with broader community interactions. With Forj Learn, members can access personalized learning paths; with Forj Connect, members have on-demand access to community resources and peers they can engage with anytime, anywhere. 

Continuous, On-Demand Engagement in an Integrated Platform

The tech evolution has shown us how important it is to cultivate ongoing, meaningful engagement beyond an annual conference or monthly newsletter. Journey by Forj combines community and learning in one seamless platform, providing always-on access to resources, education, and peer connections. By integrating community with learning, Forj helps you create vibrant member experiences.

Looking Into the Future

As we move forward, (we hope) associations will continue to evolve their tech ecosystems, embracing cutting-edge tools like AI, virtual and augmented reality (VR/AR), and more. These innovations can empower you to deliver even more meaningful experiences for members, ensuring you remain competitive in an increasingly digital world. We know it can seem like a lot - but we’re here to partner with you, every step of the way. 

Ready to reimagine your member experience? Learn more about Journey by Forj and explore how we can support your journey into the future of member engagement.