The 2025 edition of the Association Evolve Journal came out earlier this year! Once again, Mariner SME’s Peter Houstle and Peggy Hoffman were invited to share their insights, drawing from their extensive experience in volunteer management.
Download the journal to read full articles or keep reading for summaries of both.
Five Essentials for Chapter Success
by Peter Houstle (pg. 63)
“For chapters to thrive, they must prioritize elements that truly matter.”
Local chapters are the heart of many associations, bringing members together and adding value to their communities. To thrive, chapters need to prioritize the elements that truly matter. Research and experience point to five key practices that associations can use to help their chapters thrive.
- Know your customers: learn who they are and what they need.
- Maximize volunteer potential: shift from a “here’s what we need from you” attitude to a “what do you need from us” one.
- Know your data: learn what it is and how to use it effectively.
- Measure what matters: use a chapter dashboard to evaluate a chapter’s health.
- Putting it all together: support chapters by helping them develop good habits.
By embracing these strategies, local chapters can strengthen their impact, foster meaningful connections, and ensure long-term success. But for this to happen, associations need to invest in their chapters with the right support and leadership development.
Unlocking Volunteer Engagement
by Peggy Hoffman, FASAE, CAE (pg. 65)
“Members don’t just want to volunteer; they want to be involved and have an impact.”
The good news? According to The ASAE Foundation’s study, Holistic Approach to Association Volunteer Management, volunteerism is strong! The 2022 study notes the number of volunteers in associations stayed steady (41%) or grew ( 37%). MCI’s 2024 Association Engagement Index found that 31% of members and customers are excited to get more involved in their association’s projects and plans—similar to what other studies have found.
On the flip side, some members hesitate to volunteer due to time pressures, not knowing what’s expected of them, or simply because no one has asked them yet. The biggest reason people volunteer is still wanting to make a difference and connect with others who share their interests.
Thankfully, these are things associations can work on with some tweaks:
- Ban the “V” word: switch from a “call to volunteer” to a “call to connect.”
- Expand volunteer opportunity portfolio: embrace a variety of options including shorter opportunities.
- Widen the recruitment lens: examine your messaging, channels, and pool for areas of improvement.
- Focus on orientations and training: create flexible training programs.
Shifting your association’s focus from volunteering to connection, broadening opportunities, and equipping members with the right training ensures that more people feel empowered to contribute. When associations make participation accessible and meaningful, they foster a thriving community of engaged members eager to make an impact. It’s a win-win for all.
A word about the Journal
Spurred by digital transformation, associations are becoming more globally interconnected than ever, blurring borders and time zones. This edition of Associations Evolve explores technology and AI’s role in enhancing association goals such as engagement, revenue, and operations, with success stories and practical insights. But the Journal also highlights how human connection and collaboration remain key and there must be a healthy balance between innovation and community. It’s a great read so dive in and explore the future!