These are challenging times for associations. Older members, still in leadership roles, can remember a time when membership was strong and growing, events and conferences were well-attended, members competed for leadership roles and sponsorships came easily.
Without a broader perspective, it is easy to assume that the problem is specific to your association. Actually, these problems are almost universal for associations. The older the association, the bigger the problem.
It is understandable that boards look to management to make things like they used to be. Unfortunately, management can’t turn back time. It is a different world today, and associations must reinvent themselves or close. Management can help with the reinvention.
Here are ten strategies that can help.
- Forget trying to recreate the association of the past.
- Identify what the association can offer that can’t be found elsewhere.
- Focus on the mission and how you can best achieve it using today’s tools.
- Use the money you have judiciously to solve problems and take advantage of opportunities.
- Set realistic targets for membership growth.
- Provide opportunities for members to develop friendships.
- Define a “new normal.”
- Give younger members the freedom to do things their way, instead of teaching them how to do it your way.
- Make a plan, and follow it, but don’t be afraid to change course if something isn’t working.
- Partner with management to build a better association, rather than charging management with recreating the “glory days” that are long-gone.
Association leaders and management can collaborate to do great things. This requires an alignment of goals, strategies and tactics. Most of all, it requires a commitment to function in the real world of 2026.
