11/06/2024

Report: Associations Underestimate Interest in Training

A large gap exists between professional development and its support

Association professionals and members have different perspectives around the importance of technology, especially around training and AI, according to a new report.

A New Era of Associations: The Transformational Power of Technology, released last month by Momentive Software (formerly Community Brands), is based on a survey of more than 1,000 U.S. association members and more than 200 association staffers. The report notes that there are particular areas where professionals underestimate the importance of their products for members, most prominently access to job opportunities, career advice, and mentoring.

"When we look at the results as a whole, there's one really consistent message, and that is association professionals continue to not believe career advancement benefits are as important as they are," said Tirrah Switzer, Senior Director of Product Marketing at Momentive. "Members truly believe that career advancement benefits are some of the most important, whether that’s job opportunities, training, professional development, certifications, et cetera. That gap between members and pros continues to grow, which I think is a little disturbing to see."

Please select this link to read the complete article from Associations Now.