Associations are doing a great job at delivering critical information about variety of different things: CARES Act, Covid19 processes, and how regulations are affecting your companies and your member companies in different parts of the country. An incredible amount of work has been done to achieve that. If anything, associations are showing their value more than ever before.
Today, I urge you to look beyond the day-to-day and start thinking 90-120-180 days ahead. Think about the date when things may start to feel normal, whatever that may look like for your organization and industry. Be prepared for normal to look different.
Think about how you may have delayed your membership recruitment efforts, or you may have deferred payments on renewals, or you may have not sent renewals out at all. All of those things that we need to start planning for now and, in effect, backfilling the preparations that we need when things change in 90-120-180 days from now.
You’re working on rescheduling events that were delayed and you’re implementing webinars and other similar pivots to fill the void. What does that program or work look like? What about registration? What does that look like 120 days from now? How do you begin to prepare for the meetings that have been rescheduled? Are they smaller? What are the expectations? What’s the marketing plan? How are you going to engage all of your partners that supported your virtual events during the pandemic and how are they going to engage with you moving forward? Is it the combination of the two?
My key point is that things will begin to return to a new normal with a new set of circumstances. Are you ready for that? Are you beginning to prepare for that right now? I know it’s difficult to look that far out when you’re dealing with the day-to-day; however, as organizations start thinking about 120 days from now it will serve you, your association, and your members well as they start to change and get back to business with the new circumstances that are ahead of us.
In the ever-evolving landscape of associations, achieving long-term revenue growth is a continuous challenge. As expectations shift and new...