Rising costs, shrinking margins, and demanding members are forcing associations to rethink their event strategy. The Purpose Under Pressure: Global Association Trends in 2025 report from the Global Association Research Initiative reveals insights from a survey of nearly 600 association professionals worldwide.
The report confirms events as a top driver of member engagement and core income stream. However, events are hard to pull off and research suggests delivering successful ones is becoming increasingly difficult. Over three-quarters (78%) of respondents say they are a significant organizational challenge. Their top challenges:
Controlling costs and managing budgets (66%)
Sourcing sponsors and exhibitors (56%)
Attracting delegates (48%)
“We’re seeing more ticket sales – but less margin,” one association professional noted. “It’s costing more to deliver the same experience.”
From Blockbuster Movie to Netflix Series
The report reveals how associations are shifting their event approach. One significant change is a decrease in reliance on their main annual conference. Instead, they’re creating year-round “event ecosystems”, smaller association events that offer different opportunities for members to meet.
This reimagining follows four important trends:
Complementing an annual meeting with regular programming in various formats
Investing in smaller, targeted, cost-effective events
Prioritizing meaningful connections over content delivery
Adopting agile planning with more experimentation and real-time adjustments
“We’ve moved away from packing in sessions,” explained one respondent. “People want curated conversations – not just content overload.”
This strategy shift does not include hybrid association events, that cater live to both in-person and online audiences. One association leader admitted, “The hybrid format sounded good until we tried it. Now we’re rethinking everything.” Most organizations are choosing either fully in-person or fully virtual, citing resource constraints and uneven participant experiences.
Approaches to event sponsorship are adapting to financial constraints. While 37% of association professionals said they increased sponsorship revenue compared to last year, only 9% considered it significant and 27% experienced a decrease.
“Sponsorship isn’t bouncing back the way we hoped. We’re getting more no’s — or much smaller yes’s,” reported another respondent.
Those experiencing a drop linked it to sponsor fatigue, limited innovation, and uncertainty around return on investment. The report notes a trend for associations in better financial positions turning “sponsorships into true partnerships.”
Association Events Build Legacy
According to the report, 70% of association professionals focus on creating a positive legacy through their events. Common initiatives include advancing policy goals, driving sustainability, or sparking long-term collaboration. An even larger portion (75%) of younger professionals — aged 21–30 — prioritize legacy, signaling a generational push toward impact-driven programming.
Destinations are exploring ways to use legacy partnerships to attract association events. Programs like the BestCities Global Alliance’s Incredible Impacts initiative highlight successful projects supported by destination partnerships.
