Annual membership growth is not self-evident for all associations. With a few exceptions, associations are having a hard time. In a rapidly changing digital world, it is a challenge for associations to maintain member contact. Members are becoming increasingly critical and assertive, the average age of members is increasing, and time is becoming increasingly valuable. A number of aspects play an important role in this:
-
External factors force adjustmentThe digitization programs of associations have accelerated during the corona pandemic. The pandemic forced associations to rethink the way they communicated and interacted with members. But after the pandemic, online activities are indispensable. That is why it is important not to fall back into old habits. Associations need to ask themselves how they can create an integrated long-term digital and physical strategy. A strategy in which contact with and between members is central.
-
Resistance to change and innovationThe purpose of associations is to unite different people in the same field or with the same interests or interests. And to give them the opportunity to share their passion, expand it and learn from each other. But associations are often conservative organizations that have existed for a long time and are used to working in a certain way. They are regularly limited by conservative boards that avoid risks and stick to hierarchical decision-making procedures and rules. This can lead to stagnation and a lack of innovation. Rather than just reacting to external pressures, associations should drive innovation and change internally. Change should not only be driven by the need to keep up with trends, but rather by the need to stay relevant to members. This type of internal incentive allows associations to better respond to the needs of their members and make themselves more future-proof.
-
Expectations of digital users are increasingYounger generations joining associations and entering the professional world have new expectations. These digital users want to be connected online, engaged and have quick access to information. They are also used to organizing themselves into online groups. This new generation was born in an era in which it is self-evident to read the newspaper, view magazines, read blogs and books, watch films and TV, play games and listen to music through a screen. These new members expect associations to promote engagement in ways that align with their digital experiences. This often conflicts with traditional methods of communication.
-
Changing media landscape requires direction and involvementIn an age of social media and an overload of information, associations are finding it increasingly difficult to attract the attention of their members. This is because people are easily distracted by the constant flow of information they receive every day through different channels. Now that more and more professional activities are taking place online, associations cannot do without a strong online presence. Instead of just relying on third-party social media platforms, it is important to also invest in your own website and digital platforms. Another strategy that associations can adopt is to create exclusive content that is only available to members. This could mean, for example, that they create exclusive articles and organize webinars or events that are not open to the general public. This exclusivity also keeps members more involved in the association. Finally, associations can also use personalized communication to increase member involvement.
-
Members are becoming increasingly criticalPeople in our society are becoming increasingly assertive. Combine that with the fact that people are looking more critically at their expenses and association boards have a tough challenge to tackle. They have to account for the budget in detail and can expect a lot of discussion during general membership meetings about the importance of certain activities, after all, members want value for their contribution. The challenge is that directors must listen carefully to members, show empathy, emphasize that the majority vote counts, and clearly communicate which path the board has chosen and why.
-
Average age is increasingIn itself it is not a problem that members of an association are getting older on average and therefore have been members for longer. However, it is a problem when the average age increases exponentially. This means that the growth of new and young members is lagging behind and the future of the association is therefore at risk. Boards would do well to formulate a clear recruitment policy and set quantitative targets for a healthy membership base. For this it is important to know very well why young members decide to become members and what, in their opinion, can be improved to make the association more attractive for the new generation. Naturally, there must be a two-track policy, because the older generation must also continue to feel at home.
-
Time becomes more preciousThe last aspect in this list is the fact that people have increasingly full agendas. Just look at the appointments children have outside of school: driving lessons, piano lessons, swimming lessons, tennis and ice hockey. If the latter are in an association, that is a blessing, but the trend of getting as much out of life as possible also has the effect that members are less willing to volunteer for an association. And if they are willing to work for the greater good, they want to do so in a more targeted and shorter manner. Finding board and committee members is therefore becoming increasingly difficult. Research by the Barn shows that the range of services offered by associations has expanded considerably over the years. By focusing on the parts that members really consider important, volunteers’ time can be used much more efficiently. So the solution to this is focus.
-
As an association, respond to trendsShould we then abandon association life? No! Associations are timeless. It is only important to keep an eye on various aspects and to respond to them as an association. Therefore, as a board member, be in good contact with the members, choose a clearly substantiated and focused course, and continue to bind new generations to the association. Emphasize the distinctive position of your association and possibly offer young members their first years of membership at a reduced rate. After all, they are the future of your association.
Conclusion:
The most common problems that associations are facing today include:
-
Strengthening the value of membership and making it relevant to members.
-
Creating awareness for membership benefits and features.
-
Recruiting and engaging younger members.
-
Surviving outside forces, such as technology or societal shifts, that are disrupting industries and the associations that serve and support them.
Source: statista.com
Source: idrottsstatistik.se
