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.
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.
As the new year rolls into week two, you may be reflecting on the goals you have set for yourself and your organization. “Whether you’re about to embark on a massive digital transformation or looking to bring a few departments and work streams closer together, focusing on the right project management tool and leader, can help put you on a path to success in 2018," stated Tim Ebner, senior editor for Associations Now.
Today marks the second day of Association Success.org's SURGE 2017. The virtual conference is in its inaugural year and aims to put thought leaders together to discuss the disruption that is occurring in the association industry. We are proud to support the conference as a founding sponsor because we see how the association industry is changing on a daily basis.
The top areas for disruption in associations (from our perspective) fall into the following areas:
1) Executive Leadership: the need to find digitally-savvy executives that have track records in revenue growth
2) The Right Personnel: ensuring that the organization has staff with digital skill sets and the right tools to do value-added work in an efficient and effective manner
So you've taken the plunge. You've committed to digital marketing. The board is aligned, the staff is committed, and the association has invested in the systems and skills to take its member recruitment and retention strategies to the next level.