Association members’ behaviors change constantly, and that has been especially true during the coronavirus pandemic. Association executives have been forced to adapt quickly to changing needs with the technologies we use, and our focus must always be on providing the right package of services for members.
With the technology available today, fortunately, small associations have the ability to operate just like larger ones. Many tech services are free or low-cost, and they allow us to provide added value to our members.
Have you thought about asking members how they wish to receive communications? Now is the time to do so, since many member preferences have changed during the pandemic. AEs have to review the available technology and rethink our old assumptions: What are we doing to stay on top of tech trends? What are you offering now, and is there something better out there?
Some members are complaining that they have developed tech fatigue in the pandemic. Many associations are seeing fewer members show up to online meetings. What are you doing to drive them there?
We have to guide members to knowledge, because that’s what will empower them to succeed in their businesses in the future. If they are sick of online meetings, consider creating two- to three-minute videos on YouTube instead. It’s free, and you can get your point across quickly.
Here are a few steps you and your association can take toward better tech usage: