As associations gear up for 2025, one question remains pivotal: Where should we focus our resources and energy – hosting impactful conferences or fostering vibrant communities?

Traditionally, conferences have been the crown jewel of association activities. They’re a chance to connect, showcase expertise, and create moments of inspiration. Yet, as the membership landscape evolves, so too do member expectations. In a world that craves continuous engagement and meaningful connection, communities are taking center stage.

The challenge isn’t choosing one over the other—it’s finding the balance. Here's how associations can approach this in 2025:

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