The Association World is Flat, Too
by Rebecca Rolfes
executive vice president, association publishing
There are two reasons that B2B associations decide to “go global”:
- Their domestic members work internationally and want the same services everywhere that they get at home
- In order to fulfill their mission in its largest sense
The prospect of additional revenues is tempting, especially in a world increasingly based on non-dues revenue, but money is really only a means to an end.
Many associations lose their shirts trying to go global; others expend a lot of energy and generate a lot of reports but never get any closer to reaching their goals. Others dabble, never strategizing or prioritizing globalization, and never knowing if it would be successful.
Globalization, demographic shifts, technological change; these are major factors confronting associations. It could be the perfect storm that creates the perfect opportunity for associations to reinvent themselves. It will mean drastic changes to their business models—what they get paid for, how much they can charge and who will do the paying.
Audio Alert!
Listen as Jeff De Cagna, author of “100 Things About Associations We Must Change,” explains why associations must change the way they do business, in order to remain relevant and face challenges posed by globalization.
Reinvent How You Get Paid
All of these things percolated in my head on a month-long visit to Argentina last October, and the result is a book to be published later this year. There is a working title, but the working subtitle is more compelling: “Reinvent How You Get Paid.”
Anyone who works for or with B2B associations—both trades and individual member organizations—should read this book.
In the coming months, excerpts will be published in several association trade publications, on American Business Media’s social network, as well as on Imagination’s website.
Request a copy now, or contact me at rrolfes[at]imaginepub.com with ideas and examples you think are worth including.
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