ASAE Research Foundation Releases New Study on the Impact of Innovation in Associations

The ASAE Research Foundation has released the Association Innovation Impact Study, a new research initiative designed to help associations better understand what innovation looks like in practice, and what approaches most effectively drive member value and organizational impact. 

Conducted in partnership with Illuminas, the study was commissioned by the foundation to examine how association members recognize and experience innovation and how those perceptions influence engagement, loyalty, advocacy and long-term participation. The report combines original research findings with practical insights to help association leaders better understand how innovation is experienced across the association community and where opportunities exist to strengthen relevance and impact.

"We hope this report provides association leaders with useful insights, practical direction and a stronger understanding of how innovation is experienced by members across the association community," said ASAE President and CEO Michelle Mason, FASAE, CAE, AAiP. "Most importantly, we hope it encourages continued conversation, experimentation, and learning about how associations can continue to evolve in ways that strengthen trust, participation and long-term impact." 

The study found that associations perceived as more innovative are also viewed as more attractive, trusted, relevant and worthy of recommendation by members. It further identified several key themes shaping innovation perceptions across the sector. 

Among the report’s key findings:

• Strong member experience is the foundation. Most associations already deliver consistently high levels of member satisfaction. Organizations viewed as innovation leaders distinguish themselves by creating experiences that feel especially engaging, relevant and valuable. 
• Innovation strengthens member value and loyalty. Members who perceive their association as innovative are more likely to remain engaged, participate actively and recommend the organization to others. 
• Top innovators create opportunities for connection and contribution. Associations recognized for innovation excel at building partnerships, responding quickly to member needs and creating meaningful networking, learning and advocacy opportunities that deepen participation and shared value creation. 
• Social innovation is most powerful when it is practical. Members respond most positively when social purpose is embedded into everyday association experiences in ways that improve access, reduce friction and enhance engagement. 
• Innovation builds trust and professional relevance. Members associate innovation with confidence, reliability, and professional support, particularly when associations help them navigate change and strengthen capabilities within their field. 

The report also explores the organizational behaviors and member experiences most closely associated with stronger innovation ratings, providing association leaders with actionable insights into how innovation can strengthen engagement and long-term member value.

The Association Innovation Impact Study is now available through the ASAE Research Foundation.