PPB April 2021

An Abundance Of Virtual Opportunities When members can’t collaborate in person, associations can bring networking and continuing education opportunities to them. These are some of the most helpful ways to connect with members virtually, according to a study of association members during the pandemic: 92 % Providing online networking 89 % Providing online continuing education 88 % Communicating through social networks 87 % Allowing members to renew/pay dues online 87 % Allowing members to earn certifications online 87 % Providing online training 87 % Offering virtual events 85 % Communicating via an association website 85 % Sharing information via a blog or online publication 84 % Offering live chats 84 % Hosting webinars/webcasts 84 % Sending emails/e-newsletters 84 % Communicating via mobile app 83 % Using online forums 80 % Running job boards 78 % Providing online advocacy 77 % Hosting town halls Source: Community Brands’ study, “From Disruption to Opportunity” Associations Through The Ages Associations have deep roots in the U.S. According to ASAE, the first American settlers followed British traditions in forming guilds to support each other’s work and lifestyle, and to address common challenges. When French statesman and author Alexis de Tocqueville toured the U.S. in 1830, he marveled at how the new nation was succeeding due to Americans forming associations. Assoc i a t i ons Reaching Out To Younger Professionals By 2025, Millennials and Gen Z’s are predicted to make up 75 percent of the workforce. However, these age groups only comprise 20 percent of current association membership. With promotional products, associations can get in front of these professionals and promote all the benefits of joining. Source: Hum Why Do Members Join Associations? When crafting campaigns targeted at association members, it helps to understand the reasoning behind their membership. For example, 40 percent of younger association members (25-34 years old) often join associations to access professional development, education or training. The same percent say they join to network and build professional relationships. For most (56 percent) older association members (age 65 and older), membership is a way to stay current on the latest developments and news in their field. About half (46 percent) say they join associations to stay informed on the latest research in journals and publications. Source: McKinley Advisors Shutterstock.com Everett Collection / Flashon Studio / Julia Nikitina / mimagephotography / nito / revers / 40 | APRIL 2021 | GROW