Our recent member event on digital learning revealed that the question of "how often should we host a webinar?" has no single answer, with associations adopting highly varied strategies for their virtual events.

Monthly is the Benchmark: The most common practice indicates an average frequency of monthly or a few times per month, equating to an annual volume of 12 to 36 webinars. For many, this offers a steady cadence of member education and engagement without overwhelming internal resources. The sweet spot for annual volume appears to be 8–10 webinars, though a significant number of associations host up to 20, and some large organisations push to 100 or more (likely including a mix of different virtual events).

Shifting Focus: Are We Nearing "Webinar Fatigue?"

The most telling finding is the trend toward reduction. Several associations reported actively cutting back their schedules, suggesting growing concern about webinar fatigue—both for the audience and the production team.

• One organisation scaled down its frequency from monthly to quarterly.
• Another pivoted its investment, cutting back on webinars entirely to focus resources on more comprehensive online conferences.
• The frank response from one member, "too many," underscores the importance of quality over quantity.

Ultimately, the findings suggest that while webinars remain a vital tool, associations are becoming more strategic, choosing to deliver high-impact content less frequently and exploring other formats to ensure their digital learning programs continue to deliver maximum value to their members.

Written by Tony Gleeson, Associations Forum Advisor