Remaining Relevant amid Rapid Change
Everything Is Changing. Where Should You Focus?
By David Ewald
Today’s associations are feeling the effects of new work styles, changing technology, and policy shifts from the new administration. Staying relevant in this environment isn’t easy, but it is possible. Here are four areas where associations can focus their efforts to remain valuable to members and partners.
1. Adapting to New Ways of Working
Remote and hybrid work are common in many industries, while in others there is a recent “return to work” trend. Still, employees want flexibility, and they expect their associations to meet them where they are—whether online or in-person. This means offering more virtual events, online community forums, and on-demand resources. Younger professionals, in particular, want easy-to-use digital tools and frequent feedback. Associations that embrace these expectations can strengthen member loyalty and reach people who might not otherwise attend face-to-face meetings.
2. Keeping Up with Political Shifts
Government policies can change how associations operate. During the new administration, issues like trade, immigration and international relations are getting a lot of attention. Associations must keep a close eye on any legal or regulatory updates that affect their members. By staying active in advocacy, associations can help shape policies that support their industries or professions. This also means being ready to shift gears when new rules or changes pop up, so members don’t fall behind.
3. Using Technology and Data Wisely
Technology tools are everywhere, and associations should use them to gain insights and improve services. Data can reveal which member benefits are popular, where there’s room for growth, and how to tailor communication. Tools like AI-driven analytics help associations spot trends and give members the right resources at the right time. AI is here to stay, so take the time to learn more about what it can do to improve the experience of your members and the satisfaction of staff. Staff may be reluctant to adapt to the availability of AI tools, which is consistent with the rest of the workforce in the U.S. But these tools can help improve service and also help staff streamline what they do while improving it at the same time. The key is not to rely on technology alone, but to pair it with personal interaction. This balance helps members feel seen and supported.
4. Stay Focused on People
In the end, associations are about building connections among people who share common goals or interests. This could mean in-person networking, mentorship programs, and leadership development opportunities. Simple gestures — like quick follow-ups after events or personalized thank-you messages — go a long way toward making members feel valued. When associations focus on people, they create a sense of community that technology can’t replace on its own.
Summary
Associations that can adapt to new work models, track political trends, use technology effectively, and keep strong personal connections will stand out in today’s environment. By making these shifts and staying focused on member needs, associations can remain key players in their fields for years to come.
