By Carolyn Shomali, PAR

In 2025, Professionals for Association Revenue (PAR) published more than 50 original pieces of content designed to help association professionals tap into new ideas and resources focused on association business. Before the new year begins, we're identifying the top 10 insights you clicked on the most.

This year’s most-read articles and podcast episodes explored innovation, prospecting, technology and AI, next-generation members, content strategy, change leadership, and evolving partnership models. Together, they reveal a clear theme: association professionals are seeking practical, forward-thinking approaches to building not just sustainable revenue, but resilient, future-ready organizations that aren't just relevant but essential.

1.  AAVSB's Culture of Innovation and How to Think Like a Startup (S2:E2)

What would it look like if our associations acted like a startup? That's the question we explored in Episode 2 of the PAR podcast, Association RevUP, with Chrissy Bagby of the American Association of Veterinary State Boards (AAVSB) and Elizabeth Engel of Spark Consulting. This was the most clicked piece of content on PAR's website in 2025 by an association community eager to discover new ways of approaching mission and business. Listen here.

2. Digital Disconnect: Exhibitor Lead Generation Opportunities Association Exhibitors are Missing

Event platforms are an essential part of conferences and trade shows - not just for attendees but for exhibitors. But a 2025 report from the event app company Swapcard shows that while attendees are active and engaged in digital channels, many exhibitors are not keeping pace. Read the article to see where exhibitors are missing out and how associations can help. 

3. Prospecting Tools You Could Be Missing

Traditional prospecting tactics are evolving with the help of technology, but this article highlights one you shouldn’t be quick to replace: good old-fashioned people skills. Read the article with takeaways from John Bacon, Dan Cole, Tripp Taylor and Melissa Matalon on how they are connecting with prospects.

4. How AGU's Personalized Tech Empowers Young Member Engagement (S2: E3)

Another Association RevUP podcast episode appears on the list of our most clicked posts of 2025, and this time it's about an association that is utilizing AI to provide members with the content and connections they are looking for. Listen to the 13-minute episode to learn more about how the American Geophysical Union (AGU) and its award winning technology are reaching the youngest career professionals in a new way.

5. Is It Easy to Do Business With Your Association?

Asking that simple question can lead to big results. That's what David Upbin and the Mortgage Bankers Association found after reviewing their offerings. They found that bundling education made business easier, while also leading to improved learning and engagement from members. Read the article to determine how your association can simplify in a way members want.

6. Gen Z and the Urgency for Association Innovation

Associations must learn how to continuously innovate if they want to appeal to the newest generation of the workforce. That's the message shared in this article featuring insights from culture strategist Jamie Notter and others. Read the article to learn how to prioritize both the language and action of innovation within your organization's culture.

7.  How ACC Repurposed Content for Non-Dues Revenue Impact

This article and 90-second video shows how the Association of Corporate Counsel (ACC) created a new revenue stream creating more than $100,000 in annual non-dues revenue. Amy Hawkes Repke and Krystle Kopacz share how they kept costs down for members by streamlining and repurposing content through toolkit sponsorships.

8. MLB's Engagement Playbook and Why Associations Should Steal a Page

Major League Baseball is figuring out how to honor tradition while adapting to changing expectations. And whether baseball is one of your favorite pastimes or one you’d rather pass by altogether, there are lessons associations can take from MLB. This article steps away from the specifics of association business operations to explore what associations can learn from the world around us.

9. The Change Leadership Q&A Every Association Executive Should Read

Ideas and strategies fuel association revenue growth, but there’s an overlooked factor that determines whether those strategies succeed or stall: change management. That was the message of 2025 PAR RevUP Summit keynote speaker,  Rhonda Payne, CAE. Before taking the stage, Payne shared with PAR why more than half of association change initiatives fail, and what leaders can do differently to turn change into momentum in this Q&A. Read the interview.

 

10. The Real Value of Partnerships Goes Far Beyond Dollars

The final piece of content making the list is all about association partnerships - and, why your association may be overlooking a valuable asset. This article features insights from John Bacon, Michelle Brien and Leah Lange on how to view partners as strategic allies to advancing your association mission.