Associations are a relatively recession-resistant business, but as the professional labor force grows during economic recovery, professional and trade associations specifically need to be ready to engage potential new members who seek to advance their careers through membership. For national organizations, as opposed to state-level organizations, membership is voluntary, so these groups need sophisticated tools and technology, including social media, to continually attract and engage members, especially the younger generation of professionals, and fend off competition from for-profit entities who can also provide relevant content and experiences to members.