Associations were the original content marketers—before content marketing was even a phrase, much less a mainstay for businesses and brands. Until recently, joining associations was the only way to satisfy fundamental needs for industry connection, training and information. Associations did a great job helping members learn, connect and grow.
Now the internet is eating your lunch.
We say this because we care: Too many associations aren’t looking to the future. They aren’t analyzing and leaping on the opportunities that will help them thrive or risks that stand in their way. Instead, they’re hanging on as tightly as they can to the way they’ve always done things, cutting value and hoping their members won’t notice they can get more for less almost anywhere else.
If association leaders want their organizations to survive—and even thrive—they need to loosen their death grip on the past and start looking for ways to futureproof their associations.
At Imagination, we’ve pinpointed four key elements that will redefine your association’s future. We call them the 4 M’s: You have to offer more membership value, curb myopia, attract millennials and other younger generations, and rethink messaging. Each element comes with actionable advice you can start using right now to skyrocket your association’s membership, reach and overall value.