How Associations Stay Relative To Their Members

"Associations that fail to adapt to changing member needs and industry trends risk becoming obsolete. To stay relevant, associations must be willing to evolve, innovate, and stay ahead of the curve. This means listening to members, staying abreast of industry developments, and being willing to take risks and try new approaches." - Kristen L. Kologinski, CAE, Vice President of Association Management, SmithBucklin

Associations play a crucial role in bringing together professionals, experts, and stakeholders who share common interests and goals. They provide a platform for members to network, learn from each other, and stay updated on industry trends and best practices. However, for associations to remain relevant and valuable to their members, they need to continually improve and enhance their offerings. In this blog post, we'll discuss some ways associations can improve value to their members.

1. Regularly solicit feedback from members

Associations should actively seek feedback from their members to understand their needs and expectations. Regular surveys, focus groups, and individual conversations can provide valuable insights into what members are looking for from their association. This feedback can then be used to shape the association's strategy, programs, and services.

2. Offer relevant and timely educational content

One of the primary reasons why members join associations is to access educational content that will help them grow and develop in their careers. Associations should, therefore, invest in creating and delivering relevant and timely content that meets the needs of their members. This can include webinars, podcasts, whitepapers, e-books, and other forms of content that are easy to access and consume.

3. Provide networking opportunities

Associations should provide opportunities for members to connect and network with each other. This can include events such as conferences, workshops, and social gatherings, as well as online platforms such as discussion forums, social media groups, and virtual meetups. These networking opportunities can help members build relationships, share knowledge, and learn from each other.

4. Foster a sense of community

Associations should work to create a sense of community among their members. This can include recognizing member achievements, highlighting member stories and successes, and providing opportunities for members to contribute to the association's mission and goals. By fostering a sense of community, associations can create a more engaging and rewarding experience for their members.

5. Offer exclusive benefits and discounts

Associations should offer exclusive benefits and discounts to their members. These can include access to industry reports, discounted rates on professional development programs, and other perks that provide tangible value to members. By offering exclusive benefits and discounts, associations can demonstrate their commitment to their members and help them save money on valuable resources and services.

Examples of associations that changed to remain relevant to its members:

The American Library Association (ALA) is a professional association for librarians and library workers in the United States. In the early 2000s, the ALA recognized that the traditional role of libraries was changing in response to new technology and changing user needs. In response, the ALA embarked on a major strategic planning effort to reposition itself as a more dynamic and relevant organization.

As part of this effort, the ALA launched a number of new initiatives aimed at meeting the changing needs of its members and the communities they serve. For example, the ALA created a new Office for Information Technology Policy to address the growing importance of technology in library services. The ALA also developed new programs and resources focused on diversity, equity, and inclusion, recognizing the need for libraries to be more responsive to the needs of diverse communities.

Additionally, the ALA launched a major advocacy campaign to raise public awareness of the important role of libraries and librarians in society. This campaign, called "Libraries Transform," included a website, social media outreach, and public relations efforts to promote the value of libraries and highlight the innovative work being done by library professionals.

Through these efforts, the ALA was able to remain relevant to its members and the communities they serve, while also positioning itself as a leading voice on key issues facing the library profession. By adapting to changing trends and member needs, the ALA was able to maintain its relevance and relevance to its members and the broader library community.

The National Restaurant Association (NRA) is a trade association representing the restaurant and foodservice industry in the United States. In the mid-2010s, the NRA recognized that the restaurant industry was undergoing significant changes, with the rise of digital technology, changing consumer preferences, and increasing competition from nontraditional players.

To stay relevant and responsive to its members' needs, the NRA launched a major strategic planning effort, called "Vision 2020," to identify key trends and challenges facing the industry and develop a roadmap for the future. Through this effort, the NRA identified several key areas of focus, including workforce development, technology, sustainability, and government affairs.

To address these areas of focus, the NRA launched several new initiatives and programs aimed at providing value to its members. For example, the NRA developed a new apprenticeship program to help address the industry's workforce challenges and support career development for restaurant workers. The NRA also launched a new Restaurant Innovation Summit to showcase the latest trends and technologies in the industry and help restaurant operators stay ahead of the curve.

Additionally, the NRA expanded its government affairs efforts, working to advocate for policies that support the industry and mitigate challenges such as rising labor costs and regulatory burdens. The NRA also launched several new sustainability initiatives, recognizing the growing importance of environmental and social responsibility in the restaurant industry.

Through these efforts, the NRA was able to remain relevant to its members and provide value in a rapidly changing industry. By listening to members, staying ahead of the curve, and developing innovative solutions to key challenges, the NRA was able to maintain its position as a leading voice for the restaurant industry in the United States.

"Associations must have a keen sense of what is going on in the marketplace and adapt to stay relevant. Organizations that fail to do this will struggle to attract and retain members." - Mary Byers, "Road to Relevance: 5 Strategies for Competitive Associations"

In conclusion, associations have a significant opportunity to improve the value they provide to their members. By regularly soliciting feedback, offering relevant educational content, providing networking opportunities, fostering a sense of community, and offering exclusive benefits and discounts, associations can remain relevant and valuable to their members for years to come.

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If you are a leader of an association and need someone to talk with, even be a sounding board on ideas and challenges please reach out to David Carrithers at Businesshive.com and set up time to talk.