It’s not every day you get to talk to a few dozen associations in under 48 hours.

On May 12–13, we attended ASAE’s 2025 Marketing, Membership, Communications + Tech Conference. And while we live and breathe this space year-round—through client partnerships, strategy and proposal work, and ongoing conversations with association leaders—events like this offer a concentrated dose of what’s happening right now in association communications.

What People Were Talking About

Here are a few of the big themes that surfaced throughout the conference, along with takeaways we think are worth sharing.

1. AI’s Role Is Still Taking Shape

Theme: Everyone’s experimenting—but with caution.

Takeaway: AI can enhance the work of skilled people, supporting both operational efficiency and creative exploration. The bottom line? Strategy, storytelling, and design still rely on the people who know your audience—whether they’re part of your team or trusted partners helping you deliver your message.

2. Engagement Starts With Understanding

Theme: It’s not about the next flashy campaign or deliverable; it’s about the full journey.

Takeaway: Mapping the member experience is helping associations connect more meaningfully and reduce friction. It’s prompting some to rethink not just what they say, but when, where, and how they say it—shaping content strategies that feel more relevant, timely, and member-centered.

3. Data: Use It or Lose the Plot

Theme: Associations are producing more content and gathering more data, but turning that into insight and action remains a challenge.

Takeaway: Whether it’s understanding what members engage with, refining content delivery, or tracking what’s working, the goal is to shift from passive data collection to purposeful use. That shift doesn’t always require complex systems—but it does take intention. Even modest tools that track engagement or support smarter delivery can create useful feedback loops.

What YGS Brought to the Table

We shared how associations are evolving their approach to content, especially where print and digital intersect. While print still matters, more organizations are using digital platforms like YGS Leaf and YGS Arch to fill gaps, extend reach, and tailor experiences by audience.

We didn’t just bring demos—we brought a desire to listen and learn. Conversations at the booth, in sessions, and between panels helped us better understand what association professionals need right now and where they’re headed.

Why It Mattered to Be There

We talk with association leaders every day, but MMC+Tech brought a different kind of rhythm—a little like speed dating for strategic insights. These are the kinds of conversations that sharpen what we do and, hopefully, give us something worthwhile to pass along to you.

Let’s Keep the Conversation Going

If you’re exploring new ways to deliver value to members or simply want to hear more about what others are doing, we’re always up for a conversation. Reach out anytime.

Craig Lauer, CAE, is the vice president of Association Communications for YGS Association Solutions.

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