YOU might have heard the phrase “building back better.”
This strategy, aimed at reducing risk to people in the wake of future disasters and shocks, was first officially described in the United Nations (UN) Sendai Framework for Disaster Risk Reduction document at the third UN World Conference on Disaster Risk Reduction in Sendai, Japan, in 2015. This phrase is again being used in the context of governments’ initiatives to recover from the impact of the global pandemic.
In the recent IBTM World 2021 Association Knowledge Programme in which I participated, one of my co-panelists, Jeffers Miruka, the president of the African Society of Association Executives (AfSAE), used the phrase “building back differently.”
Our session, “Inspire: Presidents Talk,” delved into the drivers for change for associations, where associations must focus and invest in, and the future of events. Moderated by ITBM program curator, Stylianos Filopoulos, the panel discussion also had American Society of Association Executives (ASAE) President and CEO Michelle Mason and European Society of Association Executives (ESAE) President Mike Morrissey.
Below is my take on our panel discussion on areas associations need to focus on to build back differently post-pandemic:
People. An organization is only as good as its people, its main resource. In the association world, people include the governing board, management, members and volunteers. Research shows that diverse, equitable, and inclusive associations have survived and even thrived during the pandemic and are expected to do better beyond it. There is also room to create an atmosphere of trust to build mutual respect among people so confidence can set in to work together for the common good. As Michelle puts it, “association leaders need to be flexible and gracious in dealing with people.”
Innovation. Building a culture of innovation is every organization’s dream as innovation creates a new mindset and ways of doing things; simply put, innovation is doing things differently. Associations need to experiment, undertake research and data analysis which can change along the way, and go beyond thinking that it can instantly solve a long-standing problem with a “silver bullet.” As Mike says, “innovation is people-driven and that association leaders need people skills.”
Sustainability. The pandemic has not dampened the organizations of today’s will to protect the planet. Associations are also doing their part. Citing the recent COP 26 where participating 197 countries agreed to a new deal known as the “Glasgow Climate Pact,” Jeffers cited the role of African associations in mitigating climate change—from carbon offset programs to advocacy in holding sustainable events. Sustainability actions and case studies abound worldwide from associations, professional conference organizers, event venues, and destinations.
Collaboration. For me, the underlying factor of building back differently for associations is anchored on collaboration among associations, nationally and globally. Associations are in the same storm but not necessarily in the same boat. Through working together, associations can be in the same boat to weather the storm.
The column contributor, Octavio “Bobby” Peralta, is the founder and CEO of the Philippine Council of Associations and Association Executives. The purpose of PCAAE—the “association of associations”—is to advance the association management profession and to make associations well-governed and sustainable. E-mail: obp@adfiap.org