4  MAJOR CHANGES Facing Associations Today  

by Mike HillegassSenior Solutions Consultant

INTRODUCTION These are dynamic times for associations. Changes are taking place on a host of fronts, from how associations communicate with members and policymakers to how they recruit and retain talent. And it’s an election year. We have been providing critical insights to association leadership for over two decades on the full spectrum of association initiatives—such as increasing membership and engagement, building public education, enhancing industry reputations, and launching advocacy campaigns. Our point of view helps our clients tap into both individual and societal values that inspire target audiences into action. Here are four important changes that association leadership must address to stay competitive and relevant.

1DEMOGRAPHIC CHANGES:

Baby boomers are retiring and Millennials are moving in. Not only are new target audiences younger but they are increasingly international. This goes for new hires and new members too. Implications: •  Market sizing updates •  Redefine and better understand target audiences—needs, desires, communication channel

preferences, etc. •  Test messages with each audience of interest

PLATFORM CHANGES:

Mobile is now mainstream. This presents new opportunities for engaging internal and external audiences and making your association more relevant. Implications •  Dynamic user experience of digital content •  Stakeholder journey disruptions •  Channel-specific communications strategies 2

3

MEASUREMENT CHANGES: Association success has historically been defined by policy wins and membership growth. But societal values play an increasing role in how an association is perceived to have shared values with its stakeholders. Implications: •  Strategic planning •  Values-based communication strategies •  Redefining tracking metrics and ROI

4POLITICAL CHANGES: Elections bring uncertainty and often change. Associations must be in tune with how any outcome can impact its broad stakeholder set and be prepared to act. Implications: •  Strategic planning •  Stakeholder alignment / Advocacy mobilization •  Communications strategy

ABOUT THE AUTHOR: MIKE HILLEGASS Mike is a Senior Solutions Consultant with Heart+Mind Strategies. He boasts more than a decade of communications strategy leadership and consulting Michael has also led communications and consulting programs for a broad range of non-profit and Fortune 100 clients. Prior to joining Heart + Mind, Michael served as Vice President, Managing Director of Qorvis MSLGROUP where he led federal sector business development and expanded the government practice through high profile government campaigns including award-winning work for USAID and the government of Mexico. mhillegass@heartandmindstrategies.com

How people think.

What they feel. Why they

behave a certain way.

How to motivate them.

We see things others miss

www.heartandmindstrategies.com