Mid-Year State of Associations Report, 2024

Learn how professional and trade association leaders are navigating economic uncertainty, technological disruption and new workforce dynamics.

Associations shape industries. Are associations in good shape?

Wipfli surveyed 228 professional and trade association leaders midway through 2024 to understand how they’ve navigated economic uncertainty, technological disruption and new workforce dynamics — since they often guide others through change.

Wipfli’s first quantitative study on the state of associations is a happy one, at least on the financial front — 99% of associations reported being optimistic about their financial viability and 83% said they’re in a better financial position today than five years ago. Membership and member retention rates are up for most associations.

Technology played a role in their success story. About 95% of associations use business analytics to drive decisions at least some of the time, and most respondents expressed confidence in the validity and comprehensiveness of their data.

Technology will be an integral part of their next chapter, too. About 80% of associations plan to increase technology spending in the next 12 months — which they’ll need to do to overcome major staffing challenges. Over three-quarters of associations said employee recruitment is a major challenge, and nearly as many struggle with employee retention.

Despite strong financials, nearly 80% of associations are at least “somewhat likely” to consolidate or merge with another organization in the next two to five years. Since they aren’t operating in crisis mode, associations have the time and resources to innovate and dream.

Download the report to learn about strengths, concerns and priorities for professional associations, trade associations and the sector overall.