As we look towards 2025, it’s crucial for associations to prepare for a changing conference landscape. With potential shifts in budgets and attendee expectations, it’s time to think strategically about how to deliver value, sustainability, and engagement—even if sponsorship and attendance numbers fluctuate below those of 2024. Here’s how associations can stay resilient and maximise the impact of their 2025 conferences:

1. Focus on Value-Driven Sponsorships

In 2025, sponsors may look for targeted, high-impact opportunities rather than broad exposure. Associations should develop customised sponsorship packages that align with sponsors’ specific goals and offer measurable results. Prioritising quality over quantity by building deeper partnerships can provide sustained engagement, like exclusive networking events or digital content opportunities, making it easier to retain sponsors in a tighter market.

2. Reevaluate Conference Format

Consider exploring new formats that enhance engagement and deliver high value for attendees. Hybrid or digital options can broaden your reach and offer flexibility for both attendees and sponsors, catering to diverse needs and preferences. By rethinking your approach, you can create more meaningful connections and provide a rewarding experience for all."

3. Enhance the Attendee Experience

With fewer attendees, there’s an opportunity to create a more bespoke experience. Focus on delivering high-quality content and creating interactive sessions that truly resonate with the audience. Using tools like event apps, live polls, and breakout sessions can make the event engaging and meaningful. Every touchpoint should foster stronger connections and deliver a memorable experience that supports association goals.

4. Lean into Data-Driven Insights

Data will be key to understanding what your association's members and attendees value most. Collect feedback on 2024 events to identify successful elements and areas for improvement. These insights will shape the 2025 experience, helping associations prioritise what brings the most value. This approach can also support effective budget planning, programme design, and sponsor discussions.

5. Explore Alternative Revenue Streams

If sponsorships and ticket sales decline, associations may need to explore alternative income streams. Options like branded online content, pre-event workshops, or a post-conference subscription to exclusive materials can open up new revenue avenues. Virtual options can also reach those who may not be able to attend in person but still want to engage with the association’s content and expertise.

6. Prioritise Sustainable Practices

Sustainability is no longer just a “nice-to-have”—it’s an expectation among both attendees and sponsors. In 2025, associations can consider sustainable options such as digital event materials, local sourcing, and waste reduction practices. Highlighting sustainability can also appeal to sponsors with a focus on corporate responsibility, making it a valuable selling point for future partnerships.

7. Adapt to Economic Uncertainty with Flexible Packages

Flexibility in ticketing and sponsorship packages will make a big difference in an uncertain economic environment. Offer options like payment plans, refundable tickets, or early registration discounts. For sponsors, short-term packages can provide lower-risk ways to participate. These adaptable offerings encourage engagement and commitment, even when budgets are tight.

8. Strengthen Community and Post-Event Engagement

If attendance numbers may be lower, focus on creating a year-round community around the conference. Use platforms for ongoing engagement, like post-event webinars or exclusive discussion groups, to maintain momentum. This continuous connection helps drive interest in future events and keeps your association top of mind, regardless of in-person attendance numbers.

9. Strengthen Relationships with the Conferencing Community

To stay resilient, it’s essential for associations to build relationships not only within their industry but also across the wider conferencing community. Strengthen ties with other association professionals, event organisers, and service providers. Sharing insights and learning from peers in the association space can provide fresh perspectives, ideas for future events, and potential partnerships that benefit everyone involved.

By planning with these strategies in mind, associations can ensure that their 2025 conferences remain valuable, resilient, and relevant—no matter what challenges the year may bring.

Brett Jeffery, CAE 87 November 2024