In times of uncertainty, professional associations play a pivotal role in supporting their members and engaging others in their industry. As we navigate through complex economic and political landscapes, the need for steadfast communication, advocacy, and community-building becomes paramount.
Tony Rossell stated during past times of uncertainty, particularly during the early stages of the COVID-19 pandemic, “It is a time for associations to empathetically and proactively demonstrate the value of membership.” Associations have the unique opportunity to be the guiding light for their members, offering practical assistance and a sense of belonging during challenging times. This support can take many forms. Here are some ways you can reach out to support and engage your members:
Community
Networking and connecting with like-minded professionals are a cornerstone of what drives and engages members. Whether facing professional challenges, seeking new positions, or simply feeling isolated, the association serves as their professional community. Platforms for events, both in-person and virtual, as well as online communities are crucial for connecting professionals. Associations can offer vibrant online forums, discussion boards, and social media groups where members can share insights, seek advice, and offer support to one another. These virtual spaces foster a sense of belonging and camaraderie, allowing members to engage in meaningful conversations, collaborate on projects or challenges, and access a wealth of collective knowledge.
Information Sharing
Members join associations because they are trusted sources of pertinent information. Amidst the constant changes in the current climate, it is crucial to be a reliable source of specialized, up-to-date information. Utilize social media, newsletters, emails, and other channels to keep your members informed and engaged. Being the go-to source for industry news helps members manage uncertainty and adapt to change.
Professional Development
With fears or talk of an economic slowdown, professional development budgets are often the first to be cut. However, professional development is crucial for individuals looking to stand out in their current position, gain experience and knowledge to seek new opportunities, or simply keep up with changes in their industry. Now is an excellent time for associations to offer webinars or online courses tailored to their members’ needs. Providing these resources will help your members to enhance their skills, stay competitive, and adapt to evolving industry standards. Additionally, offering professional development opportunities can attract prospective members who seek access to valuable training and growth.
Career Sites and Job Boards
Career resources and a robust job board can be one of your most used benefits during turbulent times. Make sure your members and prospects are aware of the career services you provide and how they can help bring the necessary value and support. Highlighting these resources can assist members in finding new positions, advancing their careers, and navigating the complexities of the current job market. By promoting your career sites and job boards, you create a valuable tool that not only aids in professional growth but also in fostering a stable and supportive environment.
Advocacy
One significant benefit of joining an association is the power of collective voice. By combining individual voices, associations can ensure that government officials and policymakers hear critical messages. Hosting Town Halls or Open Forums allows members to express their concerns and feel heard by leadership and advocacy teams. This platform for dialogue fosters a sense of connection and trust, essential for building strong relationships.
Uncertainty drives people to seek solutions to help them navigate through challenges. Associations should focus on supporting current members and engaging prospects by offering community, critical information, professional development, advocacy, and other valuable resources and tools needed to overcome today’s obstacles. By empathetically and proactively demonstrating the value of membership, associations can help their members thrive and attract new members looking for support and community.
If you have any additional ideas to share on what’s working for you or would like to discuss how we could further support your efforts, please feel free to reach out to me at JDarling@MarketingGeneral.com. I’m always here to help and look forward to connecting with you. I’ve navigated similar times before, both in my roles within associations and on the agency side. I’ve witnessed firsthand the impacts of policy changes while leading membership for an international medical and scientific association. More recently, I guided many clients through membership and marketing challenges during the COVID-19 pandemic. I bring to the table not just my insights as a consultant, but also the experience of someone who has weathered these turbulent times before.