I recently had the opportunity to take the Association Trends Millennials to Members course. Of the nine modules, I chose module one: The End of Membership as we know it. Don’t let the module title fool you. Association membership is not going anywhere. Membership cannot just disappear into thin air, can it? This module explains how association professionals can find out how viable their association is today. Throughout the module the question is asked, “How healthy is your organization?”
This Changes Everything
Time, in fact, changes everything. In the association world, as well as in all other business sectors, change is inevitable. Sarah Sladek and Laura Goodrich thoroughly explained how change should not be viewed just as a concept or business strategy, but as a lifestyle. Change affects everyone and everything in every place (including associations).
So, how can association professionals use societal change to create the next generation association? By being prepared! Module one outlined some methods and examples of how an association can incorporate change into its operations. These changes are disguised as opportunities that will help to attract new and younger members. Some examples include:
- Creating taskforces so members feel ownership and accountability in helping the association reach its goals
- Creating focus groups to solicit recommendations for the association’s future endeavors
- Engaging younger student members by intentionally finding ways to include them in conferences, activities and governance
- Propelling students by launching programs that focus on mentorship and professional development
Associations can only change by focusing on what really matters – its members.
Data Rules!
With change comes direction, and with direction comes a point of reference. Directions serve as a guide from point A to point B. So, where does your association stand today? As the course outlined, the correct data can make all the difference in helping associations know where they stand to move in a positive direction. The module provided helpful calculations to get started:
- Calculate Retention: Current Retention = # of renewals divided by # eligible to renew multiplied by 100.
- Calculate Loss: Current Loss Rate = # of dropped members divided by # to renew multiplied by 100.
- Calculate Association Turnover: Turnover Period (in years) = 100 divided by loss rate (expressed as a percentage)
What’s Your Response?
There are four responses to change: denial, fear, acceptance and embrace. Although it is easier to continue doing what has already been done before, it’s better to consider the future and prepare for impending changes. Embracing change is the only path to sustainability and relevancy.
