05/12/2021

Strengthen Your Community by Focusing on Individual Members

Overcoming the predicted downward trend in association membership

The new McKinley Advisors 2021 Associations Viewpoint report centers on the notion that there is no collective without the individual. That is particularly significant because associations are, of course, collectives, but the report notes that sometimes it is easy to lose sight of the unique needs and perspectives of the members who make up those communities.

The past year brought this tension into stark focus. Considering the individual means really listening to members and responding to their needs, which associations have done out of heightened necessity over the past year. And they will need to continue prioritizing that same proactive, responsive approach to member priorities.

“Associations have traditionally taken a really broad approach to serving their members,” said Shelley Sanner, CAE, senior vice president of industry relations at McKinley Advisors. When associations began to pivot at the start of the pandemic, they “started thinking about how to serve each person in a more customized way.”

Please select this link to read the complete article from Associations Now.