Last week, I had the opportunity to attend the Georgia Society of Association Executives’ (GSAE) monthly luncheon, where John Graham, President and CEO of the American Society of Association Executives (ASAE) spoke about major trends impacting associations.
He was spot on with all of them - so much, in fact, that I wanted to share them with you.
Here are three major trends, according to Graham, impacting associations:
This year, more than 50 percent of access to the Internet globally has been via a smartphone. That means, if you want to effectively communicate with your organization’s constituents, you need to be mobile first.
And not only does your content need to be formatted with a mobile mindset, but it needs to be easily searchable. You need to be able to provide your members with the information they want in the format they want it in faster than they can get it themselves. This is the new value proposition for associations. It used to be that getting them the information alone was enough. But now, your members can get that information elsewhere. The key is to get it to them faster than they can get it themselves.
2. Engagement Business Model
Associations are starting to move from a more traditional membership to an engagement business model. And here’s why: Nowadays, people want what they want, when they want it, and only on the device they of their choosing. That means, people won’t pay for 15+ benefits they don’t really want - but they will pay for one, if they really want it.
Graham’s point here is this: Don’t just limit yourself to one or two membership types. Get creative because people will pay for what they want (but not necessarily for what they don’t want).
3. Technology Utilization
With technology continuing to advance, your members and potential members expect your association to keep up. They’re looking to you to have a mobile-first web design and content distributed over several mediums - web, print, face-to-face, etc.
And not only that, but they’re expecting you to have a flexible association management system - one that allows you to offer some more hybrid membership models. Remember that engagement business model we talked about in point #2? And flexible AMS is how you can feasibly swing that.
Not sure where to even begin when it comes to finding a flexible AMS? Allow us to help. Check out our free guide, Selecting the Right AMS for Your Association, below!