Adapting to the Future: Strategic Planning for Associations in a Changing World

501(c)6 associations play a vital role in our society, providing advocacy, networking, and professional development opportunities for their members. However, the landscape for membership organizations is changing rapidly, and associations must adapt to meet the evolving needs of their members.

Here are some of the key trends that are shaping the future of membership for 501(c)6 associations:

  • Member expectations are rising. Members today expect more from their associations than ever before. They want access to high-quality content and resources, opportunities to connect with other members, and value-added benefits that help them achieve their personal and professional goals.

  • Technology is transforming the way members engage with associations. Members increasingly want to interact with their associations on their own terms, through digital channels. They also expect associations to use technology to provide them with a personalized and engaging experience.

  • The workforce is changing. The workforce is becoming more diverse and mobile, and members are increasingly working in non-traditional settings. This is making it more challenging for associations to reach and engage their members.

In light of these trends, associations need to develop strategic plans to ensure that their membership offerings remain relevant and valuable. Here are some key strategic options that associations can consider:

  • Focus on the member experience: Associations need to focus on creating a personalized and engaging member experience. This means providing members with access to the content and resources they need, when they need them, and through the channels they prefer. Associations should also focus on building strong relationships with their members and creating opportunities for them to connect with each other.

  • Embrace technology: Associations need to embrace technology to improve their member experience and reach new audiences. This includes developing a strong digital presence, using social media and other online channels to engage with members, and offering virtual events and programs.

  • Be flexible and adaptable: Associations need to be flexible and adaptable to meet the changing needs of their members. This means being willing to experiment with new programs and services and being responsive to feedback from members.

Here are some specific examples of how associations can implement these strategic options:

  • Create a personalized member portal: A member portal can provide members with access to all of the resources and information they need in one place, including member directories, event calendars, and educational content. Members can also use the portal to update their contact information, register for events, and pay dues.

  • Offer a variety of membership options: Associations should offer a variety of membership options to meet the needs of different members. This could include individual memberships, tiered-level memberships, and student memberships. 

  • Use social media to engage with members: Social media is a great way to connect with members and share information about upcoming events, new resources, and other association news. 

  • Offer virtual events and programs: Virtual events and programs can make it easier for members to participate, regardless of their location. Associations can offer a variety of virtual events, such as webinars, workshops, and conferences.

  • Create a mentorship program:  A mentorship program can pair experienced members with new members to provide guidance and support. This is a great way to help new members get involved in the association and help develop careers.

By implementing these strategic options, 501(c)6 associations can ensure that they remain relevant and valuable to their members in the years to come.

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Reimagining Governance: Empowering Associations for the Future