Is the membership model of associations in question? How does
education keep its value as a core proposition when professional
development sources are so varied and readily available? How can members
continue to be actively engaged?
As association leaders look at navigating the post-pandemic
landscape, myriad questions and shifts in approaches are being pondered
and considered. One of the most pressing action items is to resume the
engagement activities that have been affected by the pandemic.
To increase the likelihood of membership renewals, now is the time to
sync up and align with members’ consumption behaviours and preferences.
Harnessing the right data with the right digital strategy will go a
long way in growing and connecting with members.
to experts from MCI Group, it is particularly crucial for small-sized
associations to create a user-centric digital experience that adds value
to the community. Innovation and investment must be prioritised to
ensure the association’s offerings and relevancy in the new landscape,
especially in engaging new-generation members.
MCI Singapore’s Marcel Ewals, director of association management and
consulting for APAC says that adding virtual meetings to in-person
events “offers more opportunities for international growth”. It creates a
“volume business” for associations with no audience limitations, and
creates more effective reach beyond the converted audience.
For associations such as IACC, transforming itself amidst a declining
situation involved a structural and business model change to a global
board that was equally represented; a review of its governance
structure; and an ambassador programme to identify vocal members and
industry leaders to be key influencers.
World PCO Alliance recommends that associations invest in digital
educational platforms to create an online community with e-learning
opportunities in addition to in-person engagement. One of the urgent
challenges identified is in attracting the younger demographic members,
which are a necessary voice to be heard. A multi-generational strategy
will ensure engagement and continuity into the future.