AN ASSOCIATION MANAGEMENT FUTURIST WEIGHS IN: WHAT WILL TOMORROW’S MEMBERS WANT?

Do association management futurists really exist? Of course – and they’re in increasing demand as of late. That’s because the world of membership-based organizations is entering a phase of profound change, with innovative trends redefining how they operate, engage, and deliver value to participants. As association management futurists and keynote speakers for many of today’s largest non-profits, let’s talk about how emerging trends are (yay!) set to transform the sector.

Straight out of the gate, that means thinking about the growing shift towards digital transformation. Traditionally, associations have been slow to embrace technology, but recent years and events have accelerated the shift towards virtual spaces. Webinars, online conferences, and digital networking platforms are now becoming the norm, providing a more flexible, accessible, and inclusive member experience. Moreover, the advent of data analytics in association management is a game-changer. With robust data analytics, associations can gain deep insights into member behavior, engagement patterns, and preferences, enabling more personalized, tailored experiences. This trend is bolstered by machine learning, capable of identifying patterns in vast data sets to predict future behaviors and trends.

As association futurists would tell you, the concept of the “Micro-Association” is also gathering momentum. Rather than broad-based associations with a wide focus, micro-associations target a very specific subset of a profession or interest group, offering highly specialized content, networking, and advocacy. This laser-focused approach enhances member value and engagement.

In tandem with this, the rise of Artificial Intelligence (AI) is redefining association interactions. Case in point: AI-driven chatbots, for instance, can provide immediate, 24/7 support to members, answering common queries and directing complex issues to human personnel. Smart solutions can also streamline administrative processes, improving efficiency and freeing up staff time for more strategic tasks.

Further, sustainability and social impact are gaining prominence in association agendas. More association management futurists and executives are making a conscious effort to align their activities and governance with the principles of Environmental, Social, and Corporate Governance (ESG). This involves not just “green” practices, but also efforts towards diversity, equity, and inclusion.

Beyond this, the rise of Generation Z – those born after 1997 – presents both a challenge and opportunity for associations. This digital-savvy, socially-conscious cohort expects transparency, authenticity, and value from their associations. Innovative engagement strategies, such as gamification and social media, are increasingly used to attract and retain these younger members.

Otherwise, from an association management futurist’s perspective, we have the trend towards greater collaboration among associations. In a world of limited resources and overlapping missions, more organizations are teaming up to leverage collective resources, share knowledge, and boost advocacy efforts. These collaborations can take various forms, from informal partnerships to full-blown mergers.