Learning From Association Super-Trends

In 2005, ASAE & The Center for Association Leadership published Mapping the Future of Your Association, which identified eight major trends that executives should be aware of. Two years later, Benjamin Martin, the member relations director of the Virginia Society of CPAs, reexamines these developments in a series of articles published in the Journal of Association Leadership. Martin’s analysis and recommendations may help you to think of ways to improve your organization.

1) With the growing popularity of virtualization technologies, organizations should cultivate online communities, but also have realistic expectations for member participation.

2) Develop strategies to counteract the information overload members may experience by filtering and prioritizing data for them.

3) Unbundling products and selling them individually continues to be a trend, but you might consider limiting the number of options so members do not get overwhelmed.

4) Unbundling may also cause your members to perceive a reduction in the value of their membership. Your organization needs to continue to develop new products, drop low-value services, and communicate value to members.

5) As members demand more services related to their specialty (demassification) you might try tapping into volunteers who can share their knowledge and skills.

6) Regarding the scrutiny super-trend, Martin indicates that a higher level of disclosure can be a good risk management strategy.

7) As organizations continue to use the Internet for advocacy efforts, some groups are using text-messaging services on cell phones to communicate with members.

8) International organizations need to recognize that they will continue to face the challenge of counter-Americanism. Martin notes, “To operate globally, associations must develop localized models of association culture, governance, politics, and operations.”

Citations:

Martin Benjamin. “A Closer Look at Three Association Super-Trends.” Journal of Association Leadership, vol. 4 (Spring 2007): p.26-35.

Martin Benjamin. “Further Discussion of Five Super Trends.” Journal of Association Leadership, vol. 4 (Fall 2007): p.16-27.

Articles from Journal of Association Leadership are archived on the ASAE & The Center for Association web site.

Please feel free to share your ideas on nonprofit super-trends.