Leading Through Change: Why Executive Leadership Matters More Than Ever

When event participation dips or growth slows, forward-thinking associations use it as an opportunity to reassess and refocus. For many nonprofits and scholarly societies, the traditional formula of consistent programming and loyal membership needs to be complemented by adaptability and strategic insight.

Today’s associations are adapting to evolving member needs, emerging technologies, and increasing operational complexity, all while remaining mission-driven. Meeting these changes with confidence requires both vision and steady guidance.

At KGL Association Management, we know every association is unique. That is why our Executive Director leadership service centers on people, not just plans. We work alongside boards to align daily operations with long-term goals, providing clarity, continuity, and momentum when it matters most.

A Changing Landscape

According to Marketing General Incorporated’s 2025 Membership Marketing Benchmarking Report, 45 percent of associations reported membership growth. However, new member acquisition is slowing, and more organizations are reporting declines in new member acquisition. Sustainable growth is still within reach, especially for associations that embrace intentional planning and flexible strategies.

Membership renewal rates remain strong at 84 percent. However, only 11 percent of associations consider their value proposition very compelling, and 38 percent report difficulty communicating the value they offer. This presents a meaningful opportunity to refine renewal messaging and build stronger connections with younger members who prioritize clarity and relevance.

Engagement trends are also evolving. While in-person event attendance has declined, participation in social media groups and mentoring programs is on the rise, with 55 percent of associations seeing growth in both areas. Mentoring participation alone has increased from 39 percent in 2024. Members are choosing flexible, community-driven ways to engage and contribute.

Together, these trends highlight a key insight: associations that pair adaptability with member-focused strategies are more likely to stay resilient, relevant, and responsive.

One Society’s Strategic Reset

One scholarly society we support reflects this shift. When faced with declines in engagement and growth, the board partnered with KGL to explore new possibilities and chart a new course.

In the early stages of our twelve-month collaboration, the organization is advancing a full strategic realignment based on board input and member feedback. Initial actions include:

• Clarify the mission and refine governance to support future goals.
• Update the dues and benefits model for clarity and relevance.
• Launch a year-long educational webinar series.
• Reach students and early-career professionals through targeted outreach.
• Reengage former members with personalized, feedback-informed communication.

In just three months, board engagement has grown. Fresh ideas are emerging, driven by a renewed sense of direction. This is a lasting investment in clarity, structure, and mission-aligned momentum.

Planning with Purpose

Strategic planning is not just helpful; it is a powerful tool for navigating change with confidence. Research from the ASAE ForesightWorks initiative shows that associations using strategic foresight are more agile and positioned for long-term success.

At KGL, we tailor every engagement to the unique mission and goals of the organizations we serve. When leadership and strategy align, meaningful progress follows.

Looking Ahead

What is unfolding is not decline, but transformation. Transformation flourishes with bold direction, clear priorities, and trusted support from experienced partners.

In the year ahead, associations will continue moving toward personalized engagement and hybrid community models. With the right support mechanisms in place, this shift becomes a chance to evolve and thrive.

At KGL, we do more than manage. We partner. Our Executive Director service helps boards move from vision to execution, and from good intentions to measurable impact. Now is the perfect time to shape your next chapter with clarity and purpose.

Ready to future-proof your organization?

Let’s start the conversation. Connect with our team at: info@am.kwglobal.com

The KGL Association Management team offers full-service management and à la carte options for regional, state, and national scholarly societies and professional associations.