Once the singular source for cutting-edge knowledge in their arenas, today’s associations are battling membership loss and declining sponsorship revenues. Paying close attention—and adapting to—these trends will help keep associations relevant and able to meet their members’ needs.

Many professionals join associations for their educational opportunities. And, currently, many associations remain rooted in "knowledge-based learning" which focuses on what someone "knows" about their profession/knowledge area. It comes from formal education and isn't always the best approach.