And how does association management adopt? As the European Commission says, associations exist to “promote the trade or professional interests of their members”. But what does that mean in the modern landscape?
“(Associations) promote the trade or professional interests of their members.”
In today’s rapidly evolving world, associations must adapt to shifting member expectations, technological advances, and new challenges that demand innovation, inclusivity, and sustainability.
Associations have long been recognised as valuable organisations that exist to “promote the trade or professional interests of their members,” as defined by sources like Wikipedia. These organisations play a vital role in supporting professionals, facilitating knowledge sharing, and advocating for their industries. Our association management team embodies this mission, ensuring that every decision we make prioritises the needs and interests of our members.
In this article, we explore how demands on associations have changed, how associations can continue to deliver value for their members, and what the job of a modern association truly is today.
How Have Demands on Associations Changed Over Time?
Any association member approaching retirement today is likely to have drastically different expectations of their membership compared to when they were starting their career. These changes have been driven by socioeconomic shifts, technological advances, and cultural developments that have altered what members seek from their associations.
Members Have Less ‘Spare’ Time
With the rise of technology, professionals are more connected than ever, but this also means they have less time to spare. The ability to instantly respond to emails and check in on work from anywhere has created an ‘always-on’ culture, which has reduced the time available for non-work activities.
Associations now need to demonstrate their value clearly, offering services that justify members devoting their limited time. Many have responded by providing shorter, more flexible opportunities for engagement, such as virtual events, bite-sized online content, and self-paced learning.
Members Expect 24/7 Engagement
The digital era has raised expectations for constant engagement. Previously, associations might have connected with their members through periodic in-person events and mailings. Today, they are expected to maintain an ongoing digital presence through community platforms, social media, websites, and email.
In recent years, the use of artificial intelligence (AI) has also expanded within associations, particularly in automating routine processes, personalising member experiences, and providing AI-driven insights into member needs. AI-powered chatbots, for example, are now helping associations stay engaged with their members 24/7, offering real-time responses and enhancing the member experience.
Read more: The importance of developing a community
Research and Education are More Accessible
The internet has changed the way professionals seek out information. Access to the latest research is now available online, with new findings being published daily. This shift means associations that once attracted members by hosting educational seminars must now work harder to provide unique value beyond what’s freely available online.
The competition for continuing medical education (CME) credits, for example, has grown as independent platforms offer easily accessible seminars and resources. Associations must continue to innovate to ensure they provide educational experiences that can’t be replicated elsewhere. This includes leveraging technology such as AI to tailor educational content to individual members and offering courses that reflect cutting-edge developments in their industries.
Hyper-Specialism in Healthcare
Advances in medicine have led to increasing specialisation within the field, giving rise to new, highly specific roles. This has, in turn, led to the emergence of more niche associations. Broad associations must now explore ways to cater to specialists while continuing to serve generalists. Delivering value in this context can be challenging but crucial for retaining membership.
Related: How To Collaborate With Other Professional Organisations at your Conferences (And Why You Should!)
Diversity, Equity, and Inclusion (DEI) and Sustainability
Alongside technological advances, cultural changes have placed greater emphasis on diversity, equity, and inclusion (DEI) within associations. Members now expect associations to champion inclusivity, ensuring that all professionals—regardless of background—are represented and supported. This involves not only implementing DEI initiatives but also fostering an environment where diverse perspectives are embraced and celebrated.
Sustainability has also become a critical priority for modern associations. Members increasingly expect associations to take a leadership role in promoting sustainable practices, whether through environmentally friendly events, reducing carbon footprints, or engaging in broader corporate social responsibility efforts. These commitments not only appeal to members’ values but also position associations as forward-thinking and socially responsible
Members Can Self-Organise
The rise of digital tools has also made it easier for members to connect directly with one another and organise events independently. In the past, associations were the primary means for professionals to network and share knowledge. Today, digital platforms allow members to self-organise without relying on associations.
This shift has pushed associations to find new ways to add value by offering exclusive opportunities that members cannot easily replicate on their own. Associations must now position themselves as key facilitators of connections and knowledge sharing within their industries.
How Can Associations Deliver Value?
Earlier, we discussed how associations exist to promote the interests of their members. But in the future, how can modern associations continue to meet this responsibility while also adapting to the rapidly changing landscape?
Read more: What do association members want?
Understand Your Members
To deliver the experiences that members want, associations must first understand who their members are and what challenges they face. It’s no longer sufficient to take a one-size-fits-all approach—personalisation is key.
Not all members have the same interests, so associations need to use the data they have, or gather more through surveys and interviews, to better understand the diverse needs of their membership. Our association management team can help you identify what matters most to your members, ensuring your association addresses the right areas as part of the membership package.
Ways to gather this information include:
- Focus groups
- One-to-one interviews with members
- Member surveys and polls
- Web and service usage analytics
Be Innovative
In a constantly changing world, associations must embrace innovation to stay relevant. Innovation should be part of the association’s DNA, allowing it to make proactive changes for the benefit of its members, rather than a reaction to declining membership.
Some of the best ways for associations to be innovative include:
- Embracing new technologies like AI that offer unique and engaging member experiences
- Delivering exclusive networking opportunities that members can’t access independently
- Providing education on the most interesting, late-breaking, and specialised topics that set members apart in their fields
- Incorporating sustainability practices in events and operations, and leading by example in promoting environmental responsibility
Read more: How associations can implement innovation
Provide Personalised, Exclusive Benefits
Modern members expect more than just networking and access to industry publications. They seek personalised experiences, exclusive discounts, tailored learning opportunities, and a sense of community that supports their professional growth. Associations need to go beyond the basics to deliver targeted, value-added services that meet these evolving needs.
For example, offering members access to high-profile speakers, exclusive events, and specialised training courses can set an association apart. Personalisation could also extend to online communities, allowing members to connect based on their specific areas of interest or expertise.
Conclusion: Driving the Industry Forward
While a modern association must continue to look after its members’ interests, its role is broader. Associations today should also be responsible for driving their industry forward, setting standards for best practice, and fostering innovation. By taking on this leadership role, associations can provide value that extends beyond individual member benefits, helping shape the future of their profession.
At Congrex, our association management teams work with numerous medical associations to help them evolve into thriving modern organisations. We are dedicated to helping associations succeed in today’s complex environment. Get in touch with our team to discuss your association’s future and how we can support your growth.
