Key Outtakes from the 2025 NZSAE State of the Association Sector Report

The State of the Association Sector in New Zealand 2025 report published by NZSAE paints a clear picture: associations are resilient, but they face significant pressures.

With member recruitment and economic constraints as top concerns, the need to demonstrate value to members has never been more critical. The report highlights that associations are focused on strengthening value propositions and diversifying revenue streams as key strategies for the future.

This is where an association's professional development and expertise come into play. An association holds a wealth of knowledge that can be transformed from a cost centre into a powerful engine for non-dues revenue, directly addressing the core challenges identified in the report.

1. Turn Expertise into a Revenue Stream

The report confirms that professional development and events are directly linked to membership growth. A modern, online learning platform like Intuto allows you to take this a step further. Instead of relying on one-off events, you can package your expertise into on-demand courses, certifications, and webinars. This creates evergreen content that can be sold to members and non-members alike, generating a continuous stream of income.

2. Solve the Member Value Challenge

In an environment where members are scrutinizing every dollar, associations are under pressure to prove their relevance. By offering a high-quality online learning platform, you provide a tangible, year-round benefit that goes beyond just a membership card.

This directly addresses the report’s finding that associations are under increasing pressure to prove relevance, impact, and return on investment. An association is not just providing resources; they're building a professional academy that makes an association an indispensable part of an industry.

3. Navigate Economic Pressures with a Sustainable Model

With economic pressures on members affecting renewals, it’s crucial to offer flexible and accessible options. An LMS enables a hybrid delivery model for professional development, as noted in the report. This allows an association to offer premium, paid content alongside free member resources, providing tiered value and flexibility.

An effective platform also reduces administrative burden and eliminates the need for large, upfront tech investments, freeing up teams to focus on core member needs rather than managing complex systems.

Conclusion

The NZSAE State of the Association Sector in New Zealand 2025 report makes it clear: to thrive, associations must adapt. By leveraging your most valuable asset—your professional expertise—through a platform like Intuto, you can directly address the sector’s top challenges. Not only will this diversify revenue streams and build a stronger financial position, but also solidify an association’s role as the essential leader and educator in their field.

If you’d like access to the full report, please let us know and we’ll put you in touch with NZSAE’s Executive Director, Brett Jeffery.