01
Apr
14

Navigating Extreme Association Trends

ASAE held its annual Great Ideas Conference in Orlando, FL last month. During that conference, Scott Oser and I had the pleasure of presenting a session titled, “Under Pressure: Navigating Extreme Association Trends.”

More than 50 association executives hailing from across the country attended our session. We were pleased so many of our colleagues were willing to take the plunge, as this session required an extensive amount of audience participation.

Ultimately, the goal was to openly discuss three apparent trends in the association community. They are as follows:

  1. Membership is dead
  2. The demise of face-to-face meetings
  3. The social media imperative

Attendees were led through a series of exercises that allowed them to reflect on what they thought about each trend, how they believed the trend related to their organizations and any action items they might want to explore upon returning home. Fortunately, our colleagues were not shy. Following is a summary of their insights.

sprint-unlimited-my-way-undead-zombie-commercialMembership is dead; or is it?

This so-called trend has been heard loud and clear throughout the association community for years now. Although it’s received a lot of press, there are a number of recent studies indicating that membership in many associations is, in fact, growing.

After reviewing facts supporting both sides of this trend, attendees did not believe that membership is in a desperate state of decay. Rather, attendees agreed that the membership life cycle is changing and lapses in membership, when members leave for a period of time before returning, are becoming more common. They also discussed the need for more personalized membership experiences, requiring more membership data and a more targeted marketing approach. Finally, nearly all participants agreed that if associations understand the needs of their members and have a strong value proposition, the existing membership model is a viable option so long as tweaks are made based on industry needs.

conferenceThe demise (or rather reduction) of face-to-face meetings

Everyone’s professional development budgets are strapped these days and time is limited. We’re all busy; there’s simply no going back. So while our participants indicated a necessary reduction and consolidation of face-to-face meetings to right size the number and type of meetings planned each year, there’s simply no evidence they’ll be canceled altogether (at least not in our lifetime). The reason is simple: networking. In fact, in a global survey of 2,300 Harvard Business Review subscribers, 95% said that face-to-face meetings are both key to successful long-term relationships and to building strong relationships.

We did, however, determine that this shift in the professional development landscape has rightfully encouraged many of us to re-evaluate our face-to-face meetings to ensure exceptional attendee experiences that focus on learning research, supporting the styles and preferences of our attendees. Moreover, there’s a renewed emphases on identifying and offering quality topics and facilitators that meet attendee needs (vs. wants). This has resulted in tighter value propositions and more thoughtful marketing collateral. Many had also explored hybrid conference models (including live streaming, virtual expos and the like) as a means of opening up their associations to new audiences.

Social-Media-Manager-Job-DescriptionThe social media imperative; are you crazy?

The introduction of social media has had a profound impact on the way associations reach their members and customers. In fact, there’s been so much talk about social media and its benefits that you might think failing to allocate marketing resources to social media would justifiably harm your organization. While a good number of associations are using social media to their advantage, there are an equal number of associations that are not. And believe it or not, they exist to tell the tale.

When presented with points and counterpoints to the use of social media, our colleagues did not easily reach consensus. What they did agree on, however, is important: If you are going to use social media, you must have a strategy in place that leverages best practices and you must allocate the appropriate resources to effectively implement your plan. If you are not using social media smartly, or if you are unnecessarily pulling your staff away from other essentials products or services, you may be doing more harm than good. That said, participants seemed to concur that most organizations should have some form of social media presence. At the very least, if a member or a prospective member searched for your organization on Facebook, Twitter or LinkedIn, they should find a link to your website for more information.

Final thoughts

This session was held on the very first day of the conference so we were able to follow-up with participants for the next couple of days. Time and again we heard from our colleagues that they appreciated hearing both sides of each trend. They also enjoyed having the opportunity to discuss with their peers how each trend applied to their unique situations. Many attendees told us that far too often only one side of the issue is presented. Moreover, it’s often implied that going against the grain would somehow result in dire circumstances. Both Scott and I believe this is rarely the case and are very happy we were able to bring attendees together to discuss a number of the most “controversial issues” facing our profession – if only for 75 minutes. More conversations like this need to happen in our organizations before new ideas are implemented if we are to remain viable, solvent organizations in the future.

Tell us: Where do you fall on each of these issues?


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meet aaron

Association learning strategist & meetings coach. Founder & president of Event Garde. Passionate about cooking, running, blogging, old homes, unclehood & pet parenting (thanks to Lillie the pup).

meet kristen

Writer, editor, public relations professional. Digital content manager. Proud mom of three. Total word geek. Spartan for life.

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