Whether you’re setting annual performance goals, making changes to association programming, or moving into a new membership service, no decision should be made without first examining the previous years’ data.

Oftentimes, associations will entrap themselves in the mindset of establishing long-term marketing or membership-service objectives with just a “gut feeling.”

Lucky for you, your association may have been collecting useful information through their association management system (AMS), customer relationship management (CRM) software, or data management tools without even realizing it.

Ashburn, VA - February 1, 2022: HighRoad Solutions is pleased to announce the promotion of Adam Higgins to Chief Technology Officer (CTO) and Maneesha Manges to Chief Experience Officer (CXO), effective January 1, 2022.

For most associations, adopting a new technology—particularly omni-channel marketing automation platforms—is all about shepherding legacy mindsets out the door. The biggest challenge comes down to large-scale adoption of new methodologies and practices that organizations may have never used before. Or even worse, failed to successfully implement in the past. 

With any major adjustment, there are common pitfalls: expectations aren't accurately set; adaptation is rushed; or the organization isn't culturally and mutually owning their newly acquired technology. 

As you, your fellow executives and board members gaze into the future, you may be throwing around or even “test driving” ideas of new models to diversify your revenue streams and change how you monetize your content. This could be due to revenue declines, or just the need to adapt to new market drivers. 

Whatever the reason, you're not alone. Over the last few years, a majority of associations have reported difficulties in membership engagement and growth, and have turned to innovation before degradation. 

Associations, non-profits, and societies tend to find themselves in the perfect storm of resource-deprivation and program decentralization. 

This equates to small marketing teams with lean operating budgets working as in-house agencies to a suite of program managers. The fall-out from this often comes down to inefficacy, lack of focus, and inevitable burnout among team members. 

So what can marketing team leads and managers do to shore up scope with resource reality?

It's been more than two decades since the New York Times Best Seller, Who Moved My Cheese, was published. And while alot has happened since the proverbial self-help book was released, the sentiment has stayed the same...

Change is hard. 

While change is inevitable and necessary, personally and professionally, it’s uncomfortable and anxiety-inducing for most.

The reality is that most people just don’t like leaving their comfort zones. And that creates challenges for marketers, who are typically organizational innovators and change agents. While you, as the association professional knows there's a need for change, broaching the topic with your internal and external stakeholders can be a painstaking effort.