Opening Insights: Opportunities on the Horizon
The power of associations is irrefutable, yet like the tides they need to change with the times if they are to survive.
The Hill article by Paul Freedman, CEO of Practice and Founder of Entangled Ventures, a San Francisco-based educational technology studio, and Jonathan Finkelstein the Founder and CEO of Credly, a platform for digital credentials and open badges, speaks of the power and positioning of associations to enter the digital age. They highlight "three megatrends that promise to buoy the growth of associations":
- Unbundling of the Degree
- Social Networks: Trust and Verify
- From Content to Assessment
While Freedman and Finkelstein's insights are well-researched and exceptional, we are still left questioning NOT what, but how are associations going to responsibly enter the digital age? How do they pick the right platform, and the right dogs to run with?
Informational Insights: The IMPACT Opportunity
Rebrand. Restructure. Evolve. Associations, some say, are prime targets for the disruptive forces of Silicon Valley. About 33% of individual member associations have experienced decreasing membership over the past five years. But has the demise of associations been greatly exaggerated?
The argument goes like this: social networks like LinkedIn and Facebook are making associations irrelevant as millennials resist the ‘joiner’ tendencies of their parents – preferring to connect online rather than at annual conferences. Marketers, who can reach dental hygienists or insurance brokers through AdWords, are making an end run around glossy association magazines. And low-cost online videos from YouTube to Lynda.com teach would-be members “how to.”
But savvy associations have doubled down on technology in recent years. And as it turns out, the very technologies that would threaten the historic value proposition of associations may pave the way for their tech-enabled second act.
[..]
...hiring managers don’t trust or recognize “many of the companies and organizations behind the badges and courses.” Without authentication, digital credentials might lead to what workforce guru Tony Carnevale describes as “chaos” with “no one body setting a standard.” Associations, in contrast, have always played an important role as validators of skills and expertise, setting the standards for their respective fields. And in the digital world, that role will likely expand and evolve.
In the old paradigm, education and assessment were bundled, with association members paying a fee to take a course followed by an assessment of content knowledge. Today, educational content is online, free and ubiquitous. Professionals share videos online and best practices in online communities, webinars, and discussion forums. But while content is increasingly commoditized, assessment and authentication are becoming premium goods.
Technology now allows associations to assess members at a distance. Bubble tests are giving way to distributed networks of experts who provide the ultimate validation of skills and know-how in their field. Asynchronous video paired with mobile technology allows nurses or welders to record their work, develop portfolios, and receive feedback from thousands of association members worldwide. After all, consumers and employers don’t want to know if someone passed a test – they want to know if someone knows how to do the job.
Associations are nothing if not resilient and uniquely positioned to see the big picture across the industries they serve. We see a future for them that is bright. Technology won’t put associations out of business. But it might very well showcase their ingenuity, and create entirely new roles for them to make an impact for their members, and beyond.
Source: //thehill.com/blogs/congress-blog/education/291516-heres-why-associations-are-primed-for-a-digital-renaissance
Possibilities for Consideration: The IMPACT Possibility
The realities of our world and culture are upon us - good and bad. We are more connected, yet more divided. We see diverse cultures, diverse generations, diverse beliefs and diverse practices. The proverbial question is NOT WHAT, BUT HOW do we get them to talk to each other in a way that is purpose-driven and achieves a common goal?
Paul Freedman and Jonathan Finkelstein make a powerful case for the opportunity that associations have, yet in a world were technology is masked with false promises and hidden agendas, direction needs to be balanced with intention and social cultural responsibility. Therefore, we ask:
- How can associations enter the digital age in a way that balances technology with social cultural responsibility?
- How can associations enter the digital age in a way that brings the Human Touch back into the Impersonal Digital Age?
- How can associations enter the digital age in a way that speaks to multiple generations and provides collaborative solutions to communication (rather than merely perpetuates the communication divides)?
- How can associations enter the digital age in a way that effectively provides the educational resources and foundational principles lacking within the academic (school and higher education) world?
Add Your Insight: MAKE The IMPACT
Who do you want to be and how do you want to be remembered?
JOSH COHEN