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EPISODE 121: Association Member Experience Trends
Kurt Heikkinen, CEO, Forj
When choosing learning technology, smart association leaders put audience needs and interests first. But knowing what it takes to deliver a stellar association member experience is easier said than done. So, where should you look for insights that matter?
Nearly 6 years ago, Forj, began filling this void with in-depth member research. Since then, the company’s annual Association Member Experience Report has become a beacon throughout the industry.
That’s why I’m excited to talk today with Forj CEO, Kurt Heikkinen. His team just published their 2026 analysis, and it’s packed with useful intelligence. So, for a taste of what’s inside, join us on this episode of the Talented Learning Show…
Association Member Experience Trends — KEY TAKEAWAYS
- Real impact happens when the association member experience is built around 6 key moments in the member journey. This includes finding purpose and belonging, developing expertise, solving in-the-moment problems, pursuing career advancement, and empowering others.
- Trust is a common thread that runs through the association member experience. Although AI has entered the picture, trust comes primarily from human connection and interaction. This means learning and community systems that work better together can improve member engagement and loyalty.
- The implications of this research are clear: the future belongs to learning communities. Isolated systems are rapidly giving way to integrated ecosystems built to adapt and grow along with broader organizational goals and strategies.
Association Member Experience Trends — Q&A HIGHLIGHTS
Welcome, Kurt. For listeners who aren’t familiar with Forj, could you briefly tell us about your mission and purpose?
Absolutely, John. Forj is a software-as-a-service company that serves over 300 professional associations. Most of our clients are large organizations with $10 million or more in revenue. But some are much smaller, with revenues of $1-2 million
We specialize in helping these organizations modernize their member experience. That sounds like a broad agenda. But through our research, we’ve identified 6 moments that matter most to association members beyond an annual in-person conference.
By focusing on these critical moments, we power interactions and education through a single solution we call Journey by Forj. This essentially combines community learning and insights in one platform designed specifically for associations.
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Great. You came to Forj from another industry about 5-6 years ago, right? How has your perspective changed?
Yes. I grew up in the HR tech space, working with talent and people leaders at some of the world’s largest corporations, like Procter and Gamble, Amazon, and Walmart. So, I’m accustomed to supporting leaders who are deeply committed to empowering and growing their talent base and corporate culture.
Seeing that same mission-driven mindset at associations drew me to build Forj 6 years ago.
Every day, I’m inspired by how committed these organizations are to improving the world. And I’ve learned how central members are to every association’s mission. So, fulfilling the member value proposition is paramount, as they deliver the connections, community, and education that advance professional practices and enhance each member’s journey.
It’s exciting. I’m still relatively new to this world, but I’ve learned a lot, and I’m still learning.
Interested in Forj? Check reviews, demos, and more in our independent Learning Systems Directory! SEE THE PROFILE →
Yep, there’s a lot to learn. And the research you publish helps us all. What are your goals with this?
For each of the last 5 years, we’ve gathered feedback directly from thousands of people who belong to associations and professional member groups. And we publish these insights in our State of Association Member Experience report.
We know mission-driven organizations are deeply passionate about serving their members. Years ago, we found a member experience gap. So, we launched this research to help the industry understand how this gap is shaping associations. Also, we leverage the findings to advance our own product vision and roadmap.
Over time, some things have remained consistent, while others have caught us by surprise.
2026 OFFICE HOURS: If you’re buying a learning system, why not choose with confidence? Join analyst John Leh for this free webinar series just for LMS buyers. SAVE YOUR SEAT →
Interesting. So, what has stayed the same over the years?
Well, this research is built on two cornerstone questions:
1) Why do people join?
2) Why do they stay or renew?
After all, these people are professionals in their field. They have day jobs and discretion over their time and their spend. So, if they join an association and then continue investing their time and dollars, they must see value in it.
Makes sense…
Year after year, people tell us they join and stay for two reasons: peer-to-peer connections, as well as ongoing learning and the opportunity to participate in education. In fact, the response is overwhelming. 85% of members say these are the primary reasons they join and stay.
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Good to see that kind of enthusiasm for learning. So, what is changing?
Primarily, two things:
1. Technology expectations are more demanding
This is no surprise. Member expectations parallel how consumer expectations have been evolving. Increasingly, people expect digital experiences to be easy, fast, personalized, relevant, and mobile-first. Now, they expect associations to know who they are and proactively help them accomplish whatever they want to do.
2. The member journey is more complex
Associations can no longer afford to treat members as a single, homogeneous group. To illustrate this, think about new versus renewing members through the lens of their career stage. Early, mid, and late career members have very different attitudes, beliefs, behaviors, and needs. So, the member experience must adapt accordingly.
Interested in Forj? Check reviews, demos, and more in our independent Learning Systems Directory! SEE THE PROFILE →
Excellent. In my travels, I often see organizations struggle with data and technology silos that keep them from rising to this member experience challenge.
Yes, siloed technology is an issue. It creates friction when those 6 moments that matter to members are spread across two, three, or four different systems. That’s why organizations are rethinking their tech stack to better align with the member journey.
And the most discerning, forward-looking associations are evaluating their entire tech ecosystem very differently.
Three years ago, they may have assumed they needed to dust off their old LMS requirements and reissue an RFP to a group of vendors. But now, they’re stepping back and considering if they really need a new LMS. They’re thinking more broadly through the lens of their members’ needs.
Want a free copy of the State of Association Member Experience Report? DOWNLOAD YOUR COPY →
Smart move. And what needs to be in the LMS box now? Learning and community have always been supported separately. But your platform brings them together…
Yes. So, this combination is where the magic happens.
It’s short-sighted to think the problem is only about ease of use or getting data to talk to each other. Those things are certainly important. But our solution is informed by decades-old learning theory.
We know the best route to learning retention is through a blend of traditional passive and active learning. It’s about connecting proven instructor-led learning practices with active involvement in discussion groups, cohort-based social learning, and collaborative problem-solving.
This blended approach leads to better learning outcomes.
Right…
Think about how associations work. Many are communities of practice, where a group of experts comes together to invest in everyone’s growth. To make that happen, you need to create the forum and enable it through technology. This is why we combine community capabilities with a robust learning management system.
2026 OFFICE HOURS: If you’re buying a learning system, why not choose with confidence? Join analyst John Leh for this free webinar series just for LMS buyers. SAVE YOUR SEAT →
Yes. Although technology changes, the definition of effective learning is still the same. So, shall we talk briefly about AI? With everything happening on that front, what do members think of its role?
Actually, only 1% told us AI could deliver what they need from an association. In other words, 99% think their association is irreplaceable.
That’s exciting. Of course, it doesn’t mean associations shouldn’t consider how AI can deliver value. But it does confirm that when someone joins an association, they want to belong to an active community of experts and advance their profession. They’re not just there to dip in and out of learning. The commitment is deeper.
Nice…
At the same time, trust in AI and in educational content generated by AI has actually decreased. Specifically, it went from 31% to 26% year over year. However, when that content is validated by experts, trust goes up to 49%.
This suggests that members aren’t becoming more hostile toward AI — they’re just becoming more discerning.
So, associations clearly have an opportunity to leverage AI, but backstop it with credible expertise that only they can provide. This adds value and differentiates their offer.
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Excellent. Earlier, you mentioned that member needs vary depending upon an individual’s career stage. Could you tell us more about that?
Yes. Actually, we uncovered several surprising differences.
For example, you might think of “early career” as young professionals. That’s often the case. But 40% of respondents who identify as early career are actually switching industries or fields, so they aren’t necessarily young professionals.
Ahh…
Also, we were surprised to learn that mid-career members show the highest levels of AI use, comfort, and confidence in their daily work.
I see…
In addition, we found that although “early career” individuals have a higher need to join, they’re generally less loyal.
As a father of three young adults, I see this up close. All three are pursuing careers in specialized fields, and they would benefit from participating in a professional organization. But they don’t wake up in the morning saying, “I can’t wait to join an association and pay membership dues.”
So, how should associations respond to these differences? What do your findings suggest? …
… For complete answers to this and other questions about association member experience research, listen to the full episode on Apple Podcasts, on Spotify, on Amazon, or right here on our site.
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