Happy New Year!
According to a report I read recently, 2021 will be a more challenging year for associations than 2020 due to the many uncertainties the pandemic has caused socially and economically. To cushion against this disruptive impact, it may help associations to take stock of what worked for them last year and build capabilities based on recent trends.
Here is a list of trends which have an impact on associations:
Working remotely moves from location to time. While WFH (work from home) has become commonplace in 2020, the next work flexibility arrangement will not be on where they work but when they work, i.e., not based on an agreed-upon number of work hours but on target outputs regardless of the hours they work to achieve them.
‘Renting’ talent will increase. With new skills needed to sustain business operations, associations will shift their investments away from building capacity internally (e.g., staff training) to ‘renting’ talent (i.e., getting contractors).
Social commerce is rising. Marrying e-commerce with social media is making online marketing more interactive and exciting. Group-buying campaigns will motivate members to buy from their association, helping them save money, and reducing the association’s member retention costs.
Online communities will enhance member engagement. Do not let your membership engagement slip over to social media platforms such as Facebook or LinkedIn. Be part of your members’ daily social networking habits by providing them with an online member community where they can find relevant information, share ideas with peers, and network with your association and other members.
Virtual engagement will continue to be around. Members who have become more involved have done so because you have provided them with varied online resources: webinars, e-meetings, e-newsletters, etc. Do keep pace with this momentum but, at the same time, evaluate these benefits and determine what fresh virtual offerings you can provide.
E-learning premium features and user experience are must-haves. To reach your ultimate goal in your e-learning aspiration, you need engaging, learner-centric features that use cutting-edge technology. The top three most desired learning platform features include artificial intelligence, gamification, and microlearning.
Mental health support becomes the norm. Because of the pandemic, organizations have realized the critical importance of mental health. Associations need to de-stigmatize mental health by expanding mental health benefits, creating “collective mental health days,” and supporting other initiatives to improve the mental health of their staff.
Final note: Know exactly what your members want by asking them. Send them periodic surveys to get their thoughts and ideas about your association’s programs and benefits. Read what they are saying in your online community, and participate in the conversations to spark more feedback. Host focus group meetings with diverse audiences of members to find out more about their needs and how you can continue to deliver value for many years to come.
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