IT Trends Unpacked: Expert Perspectives for 2025 and Beyond-Part 2

IT Trends Unpacked: Expert Perspectives for 2025 and Beyond-Part 2

Easy-to-Use Software and Marketing Tools for Member Engagement

As we welcome the New Year, I’m continuing a series of blog posts exploring the trends set to define the future of associations. In each post, a different association or business leader will answer the following key question:
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What is the single most important trend mission-driven organizations should prioritize in 2025 to drive member engagement and organizational growth?

Along the way, I’ll be sharing my own insights, shaped by years of experience in Fractional IT leadership, IT strategy, and digital transformation, to help associations turn these trends into practical, actionable strategies.

This week’s contributor is Erika Dickstein, Founder and Chief Insight Officer at Spring Insight, a digital marketing agency that counts associations among their marketing and web development clients. Let’s dive into her perspective—and explore how these trends can create opportunities for your association in the year ahead.

Insights from Erika Dickstein, Founder and Chief Insight Officer at Spring Insight

From a digital and web presence perspective, the dominating trend I see is software and easy-to-use marketing tools have created some great opportunities in the area of member engagement. 

Here are a few tools that are enhancing member engagement :

Member Centric Dashboards 

A cookie-cutter, out-of-the-box dashboard just doesn’t cut it anymore. Mission-driven organizations are now prioritizing thoughtful design and functionality, ensuring dashboards aren’t just another tool but a core part of the member experience. The focus has shifted to creating user interfaces that are intuitive, engaging, and tailored to meet specific member needs—a win-win for members and organizations alike.

For mission-driven organizations, this isn’t just about aesthetics—it’s a strategic move. A well-designed dashboard keeps members connected, showcases the value of membership, and provides invaluable insights into member behavior. When done right, dashboards aren’t just used; they become indispensable tools for both members and the organization.

Advanced Member Directories/Professional Search Tools 

For many associations and societies, connecting members within their field is just the beginning. Advanced member directories and professional search tools provide a powerful way for potential customers and partners to find the right professionals, showcasing members’ expertise and driving value beyond the organization.

These tools go far beyond static lists, offering rich profiles with certifications, specializations, and detailed service offerings. Advanced search filters—by location, industry, or expertise—make it easy for users to connect with the perfect match. 

Creative Rethinking of Digital and Educational Assets 

Associations are reimagining their digital and educational assets, transforming formerly static content into dynamic tools for engagement and learning. No longer confined to their original formats, webinars, white papers, and event recordings are being repurposed into bite-sized videos, interactive infographics, and on-demand learning modules. This approach not only breathes new life into existing resources but also ensures they remain relevant to members' evolving needs.

This trend goes beyond member engagement—it’s also a smart revenue strategy. By packaging resources into themed bundles, creating micro-learning opportunities, or offering exclusive content through premium tiers, associations are finding creative ways to generate non-dues revenue. This innovative use of assets keeps members engaged, attracts new audiences, and reinforces the value of membership.

In the area of organizational growth, we are watching two areas closely that we see as an increasing risk to associations in 2025 and beyond.

Accessibility Conformance 

Accessibility is no longer just a “nice-to-have” for association websites—it’s a legal and moral obligation. Recent Department of Justice (DOJ) decisions have underscored the importance of adhering to ADA (Americans with Disabilities Act) requirements in the digital space, making non-conformance a growing risk for associations. Failing to consider accessibility standards, such as the Web Content Accessibility Guidelines (WCAG), can lead to lawsuits, fines, and reputational damage.

But accessibility isn’t just about mitigating legal risk; it’s about ensuring that all members and potential members can fully engage with your resources and community. Inclusive design reflects an association’s commitment to equity and fosters goodwill among a broader audience. By investing in accessibility now, associations can future-proof their digital presence, reduce risk, and, most importantly, do the right thing by serving all members equally.

Privacy Awareness and Protection

The digital privacy landscape is more complex than ever, with global regulations like GDPR and state-specific laws like the California Invasion of Privacy Act (CIPA) reshaping how organizations handle personal data. For mission-driven organizations, these regulations demand not only compliance but also transparency, especially when using third-party tracking tools such as Google Analytics. These tools require user consent and adherence to strict privacy standards, making compliance essential to avoid legal repercussions.

CIPA, alongside similar emerging laws, underscores the growing expectation for organizations to safeguard personal information. This means developing clear privacy policies, implementing consent management tools, and ensuring secure handling of member data..
By prioritizing privacy protection, associations demonstrate their commitment to ethical data practices and future-proof their operations against the rapidly evolving regulatory environment.

Daniel Elacqua on Easy-to-Use Marketing Tools 

The shift toward intuitive, easy-to-use marketing tools presents a unique opportunity for associations to drive member engagement in 2025. Erika’s insights on personalized member dashboards really resonate with my experience in IT strategy, where creating tailored, user-centric experiences is key to building stronger connections and fostering deeper engagement. 

The evolution of dashboards from static tools to dynamic, personalized hubs reflects a fundamental shift in how associations must approach member experiences. By providing real-time updates and curated content, these dashboards not only enhance the value of membership but also empower members to take full advantage of the resources available to them.

Advanced member directories and professional search tools (such as the wildly powerful AI-backed Perplexity) are another area where associations can create significant value. AI-supported  tools go beyond simply connecting members—they allow for deeper, more meaningful connections by showcasing expertise and enabling members to find partners, customers, or collaborators with ease. 

As Erika mentioned, these tools also offer mission-driven organizations an additional revenue stream through premium features and visibility, turning what was once a basic service into a powerful strategic asset. In my work, I’ve seen firsthand how these tools can elevate the member experience and strengthen organizational growth by increasing engagement, visibility, and ultimately, membership loyalty.

Partner with Strategico to Maximize Your Software and Marketing Tools

Adopting enhanced software and intuitive marketing tools is a game-changer for mission-driven organizations looking to elevate member engagement and drive growth. However, harnessing their full potential requires thoughtful strategy, seamless integration, and a focus on creating meaningful user experiences. While these tools offer tremendous benefits, the key to success lies in selecting the right solutions and ensuring they align with your organization’s goals and member needs.

At Strategico Consultants, we help organizations navigate the ever-evolving digital landscape. With our expertise in IT strategy and digital transformation, we guide associations through the process of selecting, implementing, and optimizing the best tools for their needs. 
If you're ready to take your association’s technology to the next level, we’re here to help. Reach out today to explore how we can support your journey.