The New Normal for Associations

I couldn't agree more with Bruce Rosenthal's "new normal" for associations. The education, publications, and networking that used to be association exclusives are now widely available thanks to technological disruption. Members can get these traditional association services elsewhere, and often faster, better, and cheaper. For example, LinkedIn Learning, YouTube creators, and massively open online courses from universities and companies like Khan Academy are all competing with associations for professional education dollars. Open Access is creating new pathways for publishing research. LinkedIn, Facebook, university alumni offices, and other social media sites are now providing free online professional networking and community self-organizing opportunities. Competitors have even popped up in the conference space. To top it all off, the wealth of information flowing through our always on, always connected society creates a poverty of attention that is hard to overcome.

As a result of this disruption, participation is declining in the activities that are key to generating association revenue and engagement, threatening their futures. I address this challenge by helping associations to think creatively about new ways to generate revenue and engagement. I help identify unmet needs or "open space" in the market, determine what it would it take to fill that space, whether they are the ones to fill it, and if so, how they would do it.

I invite you to contact me for a free consultation.