Digital technologies, and the always-connected nature of modern society, allow us constant access to information, interaction, and services. This is great news for the consumer. However, from the perspective of an association executive, this digital universe is beginning to supplement — and could eventually replace — the key value propositions we offer our members. Association leaders need to be aware of these changes and continue to deliver on their mission through the use of technology.
Networking is Going Digital
When Association Headquarters (AH) helps develop membership surveys for our client partner organizations, one of the key questions we ask is about membership benefits. It’s an ideal way to get a better picture of what members find valuable. What do you think we learn most often?
The most popular benefit of joining an association is almost always networking. This should come as no surprise. The value of joining an organization to many members lies in the connections made locally or nationally within an industry. The challenge is that society is moving toward a point where disruptive technologies and shifting generational mindsets may decrease the need for a formal — and paid — networking meeting. Services like LinkedIn, Meetup.com, and Twitter can offer an easier, albeit less personal, way to connect with other professionals. I personally attend three separate meetup groups in Philadelphia, where I can learn from presenters, meet others in various fields of marketing, and socialize at happy hours and events. I spend a minimal amount of money to attend these events, which helps cover the overhead expenses of a venue or food ordered.
Takeaway: Associations are not the only players in the networking game anymore. You can’t assume that local chapters will offer the same value to the next generation of professionals. Your organization must accept this, and find ways to add value to your in-person meetings that can’t be gained from networking’s digital newcomers.
Your Content Doesn’t Stack Up To Competitors. Many associations define one of their key value propositions as the online resources, newsletters, or journals that members have exclusive access. What they may not realize is having content available is not the same as having useful content available. Members now have access to a wealth of alternative content sources, often at a lower price than an association membership fee. An increasing number of organizations, both for-profit and non-profit, are throwing their hats into the content creation ring, building a digital relationship with your members. In 2014, it’s not just your industry’s blogs and magazines that you need to compete with. “Content Marketing” has taken off in almost all industries. Take a look at the some of the big brands that are going all-in on content.Sears created Fitstudio, an online community designed to reach into wellness audiences, providing a forum for sharing fitness routines, education resources, and tools.
Colgate's Oral and Dental Health Resource Center provides information and answers to common questions on oral health.
These may not be direct competitors to your industry’s educational resources, but the fact that even consumer product companies are putting resources toward educational content illustrates how this trend has taken off.
Takeaway: If you count your educational content as a key value proposition, you need to deliver it, or someone else might.
Think Digital
Realistically, most associations don’t have the resources to match big brands like the ones mentioned above. But, you don’t necessarily need them. If you shift the way you think, and think outside of your legacy programs, you can offer your members the value they want, while still keeping your mission in mind. Here are three tips for doing that.
The rise of digital technologies by no means spells the end of associations as we know them. However, the changing nature of networking and content consumption means more competition and more strains on scarce resources. But technology also makes the work we do easier, and leads to cost-effective solutions for association professionals to use in all areas of operation.
Technology isn’t something to fear, but instead a tool that can be used to bridge the gap between the traditional models of associations, and the brave new digital world. If you utilize it effectively, and recognize your areas for improvement, you can continue to offer a unique package of benefits that bring even the most tech-savvy members back into the fold.
