05/27/2021

Scenario Planning Provides a Framework for Associations to Pivot

Many associations were able to pivot quickly last year

Many associations were able to pivot quickly last year to deal with the changes forced by a global pandemic. The efforts included addressing member needs to generate new revenue or provide resources. And while the changes were quick, they don’t have to feel abrupt and out of the blue, say two association professionals who will be speaking at ASAE’s Marketing, Membership and Communications Conference (MMCC) next week. They recommend using scenario planning to set up a strategic framework that will allow your association to be better prepared for the next unexpected crisis.

“Prior to last year, scenario planning might have been small things because we hadn’t experienced anything hugely significant,” said Debbie Greif, director of corporate relations and business development at the American Society of Anesthesiologists (ASA). “This past year has made scenario planning more relevant. Organizations have to ask, what is the next really big, huge, scary disruptor that could happen again?”

Greif and Nikki Haton Shanks, CAE, strategist at Association Laboratory, will be leading the MMCC session “Scenario Planning: The Solution to Uncertainty for the Association Executive.” With scenario planning, associations take a holistic look at different scenarios that could affect their organization, industry and members.

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