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Associations hold a strategic advantage in today's digital economy—attention is the new currency. By harnessing this asset, associations have the power to influence national priorities, enhance professions, and equip a future workforce. This new era demands that associations not only participate in their evolution but lead it with the strategic acumen akin to that of Fortune 500 companies.

A seismic shift has hit professional societies and associations traditionally supported by member dues. As reported by ASAE,  in 2022, 47% of associations reported a decline in total membership1.  Additionally, the workforce is aging at an unprecedented pace; more than 11,200 Americans will turn 65 every day — or over 4.1 million every year — from 2024 through 2027.2 And, According to Gallup, as of 2021, 46% of all employees within the workforce are millennial or Generation Z.3 For all of these reasons, every association executive should be asking: What is my strategy to captivate the emerging workforce?

"At ASMC, we saw our strategic rebranding and renaming initiative as a critical component to embracing the diversity in the defense financial management community and successfully attracting the future emerging workforce.  SDFM provides us the platform to deliver greater value to the individuals and businesses who are critical to advancing the mission of national security and underscores our commitment to staying ahead of the curve in a field defined by rapid technological advancement." - Rich Brady, CEO-SDFM 

Gone are the days when traditional strategies would suffice. In a world where membership was once a standard, today’s professionals and businesses alike now view it as optional. Organizations must evolve to stay relevant and responsive to the needs and expectations of a new generation.

In today's "me" economy, it is crucial to individuate your organization's voice and offerings. People will recall the emotion-driven impact of how you made them feel, not what you emailed them. This is especially true for trade associations that find themselves at the industry's spear-tip, navigating rapid disruptions from workforce development to legislative shifts.

Does your association's marketing and communication strategy make an impactful and emotional connection? Are you leveraging the latest technology and content strategy to meet members where they are? Are you on social? Effectively? You must. 

To remain at the forefront, associations must reevaluate the resonance of their products and programs, communications, engagement, and revenue strategy. Today’s digital-savvy members demand more than passive participation; they seek engagement that is both emotive and memorable. Furthermore, influencers are no longer limited to dancing product promotions on TikTok, they are leading subject matter experts advancing and impacting every profession and industry — from gravel to health, legal to technology — they can be a key contributor to an association’s relevance. 

As enterprises tighten budgets and scrutinize expenditures, the intrinsic value provided by your association must deliver tangible, measurable benefits. Beyond defending dues, your association should lead the charge in lobbying, accreditation, standards, and innovative industry tech tools. Your collective brand must be perceived as stronger and more impactful than any solitary effort by its members.

However, the challenge doesn’t end with maintaining relevance. The competition for attention, money, and time is fierce, and passive strategies may lead to missed opportunities and potential decline. We believe that success hinges on three mainstays and pillars for strategic planning and membership growth in the association market:

Mainstays:

1. Market Overcrowding: Navigating through a saturated market requires a keen understanding of your unique position.
2. Demographic Evolutions: Adapting to changing member demographics ensures sustained engagement.
3. Decision-Making: Enhancing decision-making processes with data-driven insights and member feedback.

Pillars:

1. Product Positioning: Tailoring products to meet the specific needs and aspirations of your members.
2. Content Strategy: Crafting content that is both engaging and valuable to your audience.
3. Technological Adaptation: Using cutting-edge technology to streamline processes and enhance member experiences.

These frameworks guide us to three critical truths: human connection drives engagement, nonprofit status should not equate to stagnation, and technology and branding must be fluid, not a barrier.

It is essential for associations to orchestrate efforts that will ensure they continue to serve the coming wave of dynamic constituencies effectively. By embracing innovative strategies and technologies, associations can step confidently into a future marked by relevance and excellence, shaping the landscape as leaders and visionaries.

Imagine better. 

Mekanic is a consulting agency specializing in brand, marketing, and digital relevance. We serve as an extension of associations, crafting strategies that are paving the way for decades of success. hello@mekanic.com or (202) Mekanic 

FOOTNOTES

1. Matthew Wheeler, “A New Age for Associations,” ASAE The Center for Associate Leadership, April 25, 2024   

2. Lorie Konish, “As baby boomers hit ‘peak 65’ this year, what the retirement age should be is up for debate,” CNBC, February 8, 2022   

3. Ed O’Boyle, “4 Things Gen Z and Millennials Expect From Their Workplace,” Gallup, March 30, 2021