That does not mean there won’t be any changes. People can access and interact with their associations in ways that earlier generations could not even dream of doing; technology in the form of the internet and smart devices has made it necessary for every organization, including associations, to do things differently than they’ve been done in the past. Leading associations have figured this out and have changed their game plans accordingly. Anyone who wants to help an association thrive has to do the same.
If an association wants to increase its membership, the key is giving members at least one important thing they happen to value. Socializing is inevitably a big part of that; people like to get together and build relationships and friendships. Education is important, too.
The benefit of providing members with resources they value is especially critical because that also positions the association in such a way that it can more easily attract new members and retain the existing ones. It is (or should be) a virtuous cycle. The association attracts attention as an organization that has the insights necessary to help its members become more successful. It becomes a thought leader, in other words.
How exactly can an association achieve the goal of becoming a thought leader? The best way is to create or find useful, first-rate resources for its members, and then be ingenious about giving association members access to those resources.
Not only can these different means of communication deliver news to members, they also provide an opportunity to put that news into context, especially in terms of how it affects members.