The past twelve months has created unprecedented challenges and obstacles for associations to face, bringing levels of financial uncertainty unseen by many. However, despite all these difficulties, many associations have managed to survive thanks to their adaptability and ingenuity. Membership engagement, activity and revenue can all be maintained or even increased if a mixture of smart economic practices and pliability in services are implemented.
By analysing data from the 2020 Association Economic Outlook Report we will look at the trends that affected associations in the last year to discuss some of the area’s associations should focus on while determining their 2021/22 Financial Year Budget to increase membership renewals and engagement.
Empathise with Members
Appropriate messaging with members during uncertain or difficult times is one of the most important ways associations shifted their member messaging in the last year. 93% of associations changed how they communicated with their members in 2020, a significant increase over the 50% that did so in 2019, demonstrating how vital it was for associations to shift their focus – offering a more hopeful, understanding, and empathetic tone of communication for their members to engage with.
In fact, 90% of those associations who changed their messaging did so to focus on sharing vital information to members regarding both the pandemic and the recession. Meanwhile, 73% of those who chose to change their messaging did so to empathise directly with their members, focusing on one of the key intangible ways to bring value to members during a recession. This engagement-focused approach worked for over 69% of associations, all of who saw an increase in how much their members engaged with their services since the start of the pandemic. It’s a positive sign that proves targeted and personalised messaging can make a difference – especially with all the uncertainty consuming people’s lives over the past year.
It would be irresponsible and unrealistic to assume that all has been smooth sailing for associations since the pandemic started. 39% of associations believe that their membership count will drop for this year. There’s also a fear amongst roughly half of associations that there will be a lack of revenue and personnel to develop programs that could draw in more members.
However, it’s important to note there was an 84% increase in virtual professional development opportunities for members, and 43% for employees in 2020, showing members and employees were taking the opportunity to utilise the valuable resources their association memberships offered.
Therefore, it is key to consider engagement activities when analysing budgets for the new financial year, and as part of a comprehensive messaging strategy, especially one that is flexible to change according to the various conditions that different states and countries find themselves in over the next 12 months.
Adapting Your Resources
One of the main changes to how associations operate in the past year is how they’ve adapted to working in a virtual setting. With lockdown and social distancing rules restricting in-person activities and events across Australia, associations have had to find new ways to deliver a similar experience to their members and employees.
84% of associations had their employees working at home all the time, or for most of the time last year, meaning resources had to be spread out across several physical locations. Increased cyber security would be a worthwhile investment in these circumstances, as online data is being used across multiple devices (or end points) which increases the risk of a breach occurring.
Furthermore, while 78% of associations had to postpone their annual in-person event – which would usually account for a large source of their revenue – 77% of those associations were able to hold a digital event in place. These virtual events, held over video communication networks like Zoom, still managed to provide revenue and networking opportunities while mitigating costs like venue and catering hire.
It’s a testament to associations’ adaptability that so many were able to transition to a virtual landscape in such a short period of time. Therefore, technology, cameras, microphones, and sufficient internet should all be a high priority for associations as 2021 continues.
Increase in Productivity
Perhaps the most positive sign for associations last year was how much institutional resistance declined. In an environment that forced people to communicate more effectively for the sake of the association, institutional resistance dropped to 22%, compared to 31% in 2019, seeing productivity and decision-making increase across associations.
Institutional resistance from the slow decision making of senior executives and/or board members in 2020 decreased by 12% from 2019, while the lack of agreement among board members regarding possible action also declined 12% compared to the previous year. This shows that people worked better together when the health of the association was on the line.
Get in Touch
At Optimum Contact, we are always willing to help out associations who are looking for ways to increase member engagement or renewal. Give one of our friendly team members a call on 1300 017 293.
