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.
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.