If you’ve been in the association space for a while, you know change is nothing new. We’ve seen shifts before, but this time it feels different. The pandemic forced us to rethink engagement, and since then, technology has been moving at lightning speed. So, what do we do now? More importantly, what conversations should we be having with our chapters and component leaders to keep up
Here are six key conversations we need to start having now:
p.s. be sure to check out the March 17 webinar 6 Essential Conversations With Chapter Leaders for 2025!
#1 Embracing Introverts (Yes, really!)
For the longest time, we’ve associated “passionate” involvement with the loudest voices in the room. But guess what? That approach leaves out a huge chunk of our membership: introverts.
According to WSJ’s Leigh Thompson, introverts shine during periods of adversity and change. They’re resilient, thoughtful, and great at tackling challenges. During COVID, we unknowingly gave people more time and space to engage on their own terms. And it worked! So how can we keep it going? Here are a few tips to embrace our introverts and their superpowers:
✔ Provide comfortable opportunities for them to contribute (i.e., small group meetings, virtual info sessions, 1:1 orientations, etc.)
✔ Give them the time to share their ideas in ways that feel natural to them.
✔ Recognize their strengths – empathy, resilience, and problem-solving – so they can thrive and make a real impact. Tap into that creativity!
It’s time to start valuing our introverts!
#2 Not Another Email?!
No, we’re not ditching email. It’s still the #1 communication channel, but let’s be real – we need to get better at it. And while research shows email open rates have dropped, we also know that targeted emails draw higher engagement. Here are some tips to get those open rates up:
✔ Craft short, compelling subject lines that grab attention. Personalize to make it feel more human and relatable.
✔ Keep your email short and sweet (75 – 100 words). Avoid spammy trigger words (in subject line and body) that might send your message straight to the junk folder.
✔ Use A/B testing to see what resonates best with your audience.
✔ Pay attention to the best days and times to send emails for maximum engagement (highest click day? Wed!).
The goal? Less inbox clutter, more engagement.
* Check out our post on a look at what actually makes it into our inboxes.
#3 Responding to Disengagement
Engagement is on the decline. According to a new Gallup poll, only 31% of U.S. employees feel engaged at work. That’s the lowest it’s been since 2014. The main issues? Lack of clarity, feeling undervalued, and limited growth opportunities. And volunteers feel the same way! We can get them back on board with these three strategies:
✔ Encourage professional development opportunities (i.e., credentials, certifications, etc.) that give members a clear path forward in their professional and association spaces.
✔ Offer support by recognizing and elevating the go-getters in their industries and the association. Celebrate their efforts. And don’t forget the younger members and your introverts (see #1!).
✔ Create a sense of belonging through community and mentorship opportunities keeping members connected.
Engagement isn’t just about attendance, it’s about purpose. Let’s make sure our members feel seen and valued.
#4 It’s What You Count (Not Just Membership Numbers!)
We need a new business model for chapters and components. But outdated processes, a focus on the wrong metrics, and over-reliance on intuition and past experiences are holding us back. Using the right metrics can help by providing valuable insights so chapters can make more informed decisions. The first step is to convince our chapters of the benefits of this valuable data. Here are a few ways to do just that:
✔ Offer easy-to-use tech tools and platforms can simplify the admin tasks for volunteers and staff (see #6!). Teach them to track data that provides actionable insights.
✔ Showcase success stories that highlight the impact and keep people engaged.
✔ Provide training and a support system to ensure everyone has what they need to succeed.
✔ Recognize and celebrate achievements that are backed by metrics.
Beyond membership and financials, let’s ask: What impact is our association making on the industry we represent? That’s where the real value lies.
#5 Chapter Renovation: Getting Back to “We” from “I”
In The Upswing, Robert Putnam talks about the shift from a collective society (“we”) to an individualistic one (“I”). And we believe that associations – led by super association pro –could/should be the ones leading the charge to bring “we” back. Here are a few ways we can make that happen:
✔ Foster inclusive conversations where everyone feels heard and valued. Celebrate diversity within the community.
✔ Promote collaborative projects that highlight shared goals that bring people together and build a stronger sense of community.
✔ Provide leadership opportunities and encourage mentorship to strengthen connections.
✔ Leverage technology to measure what matters and share the impact (see #4!).
This isn’t about knocking things down – it’s about renovating how we work together.
#6 Not AI Again?! (Yes, AI Again.)
AI isn’t just a buzzword – it’s here to stay. And it’s time to move from asking “why” we need it to figuring out “how” to use it. Show your volunteers the value AI can bring by freeing them from relentless admin tasks so they can focus on fostering real connections and engagement with their communities. Here are just a few things AI can help with:
✔ Automate repetitive tasks, such as data entry, scheduling, and member communications, freeing up volunteers to focus on higher-value activities.
✔ Forecast future turnout for events, recommend optimal event dates, and enhance marketing efforts by identifying the best timing, channels, and content strategies.
✔ Personalize member experiences by analyzing data to tailor communications, recommendations, and content such as relevant articles, events, or networking opportunities. Can assist in generating and curating that content.
✔ Provide insights into member behavior, trends, and sentiment (from surveys, social media, ect.), helping chapters make informed decisions and identify areas for improvement.
AI isn’t replacing us – it’s making our jobs easier. Let’s help our chapters use it to their advantage. (P.S. We just had Beth Z at CEX and she unveiled a new book Real People, Real AI. Head to her website!)
Let’s Start Talking
We’re at a turning point, and associations have a choice: stick with what’s comfortable or adapt and thrive. These six conversations are just the beginning, but they’ll help us build a stronger, more engaged community for the future.
So, what’s the first conversation you’re bringing to your chapter leaders?
*Shameless plug – need help starting the convo? We’re here! Let’s talk!