Necessity is the mother of invention: Ewald leaders reflect on the challenges and innovation in the association industry caused by COVID-19
By David Ewald, Eric Ewald, Paul Hanscom, and Ava Ewald
Associations represent a wealth of professions. There is an association for those who work with magnesium, those who work in human resources, and just about everything in between. As the global COVID-19 pandemic deepened and progressed, our consulting team saw significant impacts and trends affect our clients and the broader business community.
The pandemic was – and still is – a great challenge, but what is emerging is a greater opportunity for associations to grow and innovate.
Read on to see what Ewald’s leaders shared some of their key insights with us:
David Ewald, President, Ewald Consulting:
As society recognizes COVID as a long-term issue, associations are contemplating the new normal and working to adapt to the changing needs of their members. In-person meetings are coming back, but hybrid and virtual have each found their spaces as well. Associations remain a trusted way for members to come together to solve problems, learn, celebrate, and promote their industries and professions. While the methods for achieving these aims may change, the continued role of strong associations has not.
Eric Ewald, Chief Experience Officer, Ewald Consulting:
The pandemic highlighted the power of, and need for, associations. There are many anecdotes describing how volunteer leaders and association management professionals worked together with expedience and creativity to continue delivering needed products and services to their stakeholders. Many innovations came to light during the pandemic as well, some just to get through the crisis, and others that might be sustainable well after. Necessity is often the mother of innovation. An opportunity for us all is to find ways to foster that level of creative thinking, expedient teamwork, and innovation outside of times of crisis.
Paul Hanscom, Chief Growth Officer, Ewald Consulting:
I believe that the business impact of COVID is effectively in the rearview mirror. Any impact that COVID was going to have on an association has happened. In general, the economic impact of shifting market forces is felt in associations 12-18 months after the private sector, so associations were late to suffer and recover from COVID’s impact. Improvements seen in the private sector in early 2022 are now rippling through the association market, resulting in record attendance, sponsorship, and membership levels for many organizations. As we look to future economic uncertainty, associations need to budget conservatively while keeping up the effort to make the most of an invigorated member base that is enthusiastic to return to in-person meetings and events.
I just spoke with a friend last night who returned from Las Vegas where he met with 16,000 fellow attendees at a week-long, citywide convention. He said he hasn’t attended this event since 2019 and it was so energizing to be back together with his colleagues, many of whom he’s only met virtually and was connecting with for the first time in person. Experiences like this are why I have high confidence in the future of our industry and the overall pandemic recovery.
Can we help your association activate its post-pandemic reality? Get in touch with us and check out our resources at Ewald.com!
