Here at HighRoad, our mission is not only to equip associations with the latest and greatest marketing technology solutions but to empower associations with the data and insights that will take their outreach efforts to the next level.

We continually strive to be the go-to source for all things trending in the association world: from marketing best practices to challenges unique to associations, we're here to help solve problems and innovate solutions.

It’s been a year of uncertainty and instability, and associations are starting to feel the impact. It’s hard to find leads, it’s hard to convert, and it’s hard to hit growth goals. This means that there’s more pressure than ever on the marketing team. You have to use all your ingenuity to find new ways to engage, recruit, and retain members.

Wouldn’t it be great if there were an easy way to drive growth? What if you could increase revenues by over 10% just by sending some automated emails, or dropping a cookie in the right place?

Associations are naturally cautious when it comes to investing in new technology. They have to be—they’re allocating community money, so they need to make sure they’re always acting in the best interests of the membership.

That kind of accountability is something to be proud of, but it can sometimes hold associations back. You may have experienced this already. You see an exciting opportunity to grow, to engage, or to provide a better member experience, but the board simply won’t commit the funds required.

So, how do you get a 'Yes' from your board every time? It comes down to aligning what you want with the board’s goals. Here’s how.

If you think the word “Millennial” applies to any young person, then here’s a scary fact: the Millennials will start turning 40 next year.

The current generation emerging from college is Generation Z, a cohort with an entirely different set of goals and values. And for associations, this means a whole new set of challenges. Already, 56 percent of associations say that they’re struggling to engage young professionals.

So how can associations attract younger Millennials, Gen Z, and beyond?