Associations are “face-to-face” communities.
Their members personally meet, greet, celebrate and learn from each other on a regular basis. They organize all sorts of events year round—from small board and committee meetings, to large conventions and exhibitions. Not only are these events part and parcel of the services that associations provide to their members, more importantly, they generate a large chunk of revenues for associations to keep going.
So what happens when health authorities impose social distancing rules?
Social distancing or physical distancing is a form of
infection control action intended to stop or slow down the spread of a
contagious disease, in this case COVID-19. As social organizations,
associations view social distancing as antithesis to their “business as usual”
operation. So what can they do during these social distancing times? Here are
some strategies that associations here and abroad have undertaken to cope,
explore opportunities, and keep afloat during this difficult time:
Going digital. Virtual meetings and educational course offerings such as webinars, podcasts, live streaming (Zoom and Cisco’s WebEx), Twitter chats, YouTube, Facebook and other social media, are some of the ways associations reach out to their members and provide content as well as emotional support. This pivot to digital also enhances the work of associations in community building and increases their audience to include non-members (especially the Millennials) willing to pay for online services.
Managing risks better. The current situation has also shown how associations need to learn more about event cancellation insurance coverage to know the nuances of different “force majeure” contract language, and understand the opportunities that are available so they can make the best informed decision for their members.
Diversifying revenues. In-person event cancellation has also put associations in a very delicate position as it has a direct impact on their cash flow and revenue generation efforts. To be sustainable after an event cancellation, and to prepare for the next uncertain episode that could adversely affect business activities, it is essential that current business models undergo a thorough assessment of risks and opportunities.
Communicating adequately and quickly. Another crucial action for associations to do is to communicate with boards, advisors, supporters, and staff so that everyone involved has the critical information they need to make the best decisions. Members and other stakeholders count on the association’s experience and expertise on their behalf. In addition to keeping all parties working on the event informed, keeping registrants and potential attendees, members and non-members updated, can go a long way in maintaining the association’s reputation and brand.
Building right relationships. This crisis has also unravelled the power and the importance of relationships. Associations need to have the right partners in place and have good relationships with people and organizations as the association navigates through these uncertain times.
The column contributor, Octavio “Bobby” Peralta, is concurrently the secretary general of the Association of Development Financing Institutions in Asia and the Pacific and the Founder & CEO of the Philippine Council of Associations and Association Executives. The PCAAE is holding the Associations Summit 8 on November 25 and 26, 2020 at the Philippine International Convention Cente, which is expected to draw over 200 association professionals here and abroad. The two-day event is supported by Adfiap, the Tourism Promotions Board, and the PICC. E-mail inquiries@adfiap.org for more details on AS8.