If 2020 was a software program, one may perhaps wittingly say: “Can it be uninstalled and installed again? This version has a virus!”
Twenty-twenty was indeed a challenging year to many, including the association community. Restrictions on in-person events have reduced the associations’ ability to engage with their members face to face, and consequently their ability to raise needed revenues. It also stretched associations’ working hours as members wanted quick information on how to cope with the pandemic as well as solutions to their own organizational problems. Add to this the acceleration of adapting to new technologies and fast-tracking their digital transformation programs.
We all know, too, that a crisis brings forth opportunities. While 2020 has caused disruption to associations, it also ushered in new and fresh ways of doing things. Here are my take on the BEST that local associations did in 2020:
B—Being adaptable. Associations, i.e., trade associations and professional societies, have coped well by being flexible in moving their activities from physical to virtual/online, e.g., webinars, e-newsletters, and knowledge content. They have institutionalized WFH (work from home) arrangement for their staff. They have rationalized their budgets, spending only for essential needs and have partnered with like-minded associations in organizing training events and advocacy activities.
E—Engaging members where they are. Associations have used multi-channel communication such as emails and mobile phone text messaging as well as social media to reach out and engage with their members. They have provided more free content and given relief to members unable to pay their membership dues, either through deferment or installment basis. They have invested in public relations and social initiatives to help position the industry or profession of their members.
S—Sourcing new revenue streams. Realizing a marked decline in revenues as membership dues stalled, events cancelled or turned virtual, and product sales reduced, associations swiftly reviewed their business models. They have re-purposed their content assets, e.g., training videos, printed articles, etc. into on-demand knowledge resources. They have converted their in-person educational seminars into webinars and e-learning programs. They have sharpened their focus on sponsorship opportunities and are now working on partnerships that are long-term and generate greater ROIs.
T—Taking technology by heart (and mind). While going digital before was in the backburner and out of mind, the pandemic has made associations re-think and accelerate their digital initiatives. Use of video conference platforms and AI for marketing and membership engagement, building online communities, and investing in association management software, were all taken to heart by associations to move steadily forward.
Ten months into the pandemic, associations faced challenges they never have anticipated. However, they also quickly recognized that these were surmountable. As months progressed, the good news is that associations have done their BEST in adapting to the new way of managing their operations.
Merry Christmas to all and may the spirit of Christmas bring hope and joy to all of us!
The column contributor, Octavio ‘Bobby’ Peralta, is concurrently the secretary-general of the Association of Development Financing Institutions in Asia and the Pacific, Founder & CEO of the Philippine Council of Associations and Association Executives and President of the Asia-Pacific Federation of Association Organizations. The purpose of PCAAE—the “association of associations”—is to advance the association management profession and to make associations well-governed and sustainable. PCAAE enjoys the support of ADFIAP, the Tourism Promotions Board, and the Philippine International Convention Center. E-mail: obp@adfiap.org