PPB April 2021

In the United States alone, more than 60,000 associations provide education, advocacy, networking opportunities and other professional resources, according to the American Society of Association Executives (ASAE). Of the 57 million adults who take formal courses or training each year, more than 69 percent complete these courses from a private business or professional association. These numbers show that despite a tumultuous 2020, associations continue to serve their members well. Just as members are vital to associations, so are employees. For an association to grow, it needs resilient employees who are empowered to do their best work. According to ASAE, more than 200,000 professionals work at associations across the U.S. In 2019, promotional products sales to for-profit and nonprofit organizations, including associations, totaled just over a billion dollars, making the category eighth in the top 10 markets, according to PPAI Research. In the past year, association employees have dealt with massive levels of disruption in their jobs. Nearly one-third of U.S. nonprofit organizations eliminated positions or suspended operations due to the pandemic, according to a report from the Unemployment Services Trust. In the year ahead, associations of all sizes and types can focus on employees’ well- being and look for ways to better support their workforce. While association employees carry out the organization’s day-to-day tasks, association board members oversee the bigger picture—and they have been busier than ever through the pandemic. Two-thirds of board members say their time commitment to board service increased by 50 percent or more in 2020, and about one in five say they doubled or tripled their board service, according to a report fromMarsh and McClennan and the Global Network of Director Institutes. Their biggest project when meeting in the (virtual) boardroom? Responding to short-term and long-term changes amid the pandemic. More than half (56 percent) say this is their top priority, followed by ensuring the success of virtual meetings (39 percent) and responding to new regulations (39 percent). Most board members (89 percent) feel they succeeded in helping their association respond to the COVID-19 crisis as it unfolded. Their challenge now is to work with association management on current pandemic- related issues while looking ahead to what a post-pandemic world looks like for members and employees. Amid last year’s many challenges lies a silver lining: an opportunity for creativity and innovation in associations. From recruiting and nurturing members to supporting employees and board members, promotional products can help associations progress through the pandemic and beyond. Market Snapshot Today’s association members—especially younger members— want customized interactions and experiences. Three in four Millennials and Gen Z’s expect associations to understand their needs and expectations, according to Hum, the first association intelligence platform. Associations that send irrelevant messaging and fail to provide tailored experiences risk losing members who don’t see the importance of belonging. By using promotional products to connect with members in more meaningful ways, associations can add value and build loyalty. Associations can also use promotional items to build awareness and drive participation in virtual events. While members of many associations are accustomed to annual mega-events, the pandemic has created an interest in more frequent, smaller virtual gatherings. Community Brands surveyed more than 1,000 association members and found that 85 percent say virtual meetings and conferences are a top membership driver. More than half (65 percent) cite continuing education as a primary reason for membership and 33 percent place a high value on the certifications, training and credentialing their association provides. | APRIL 2021 | 39 GROW