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?<\/strong><\/p>\nThe argument goes like this: social networks like LinkedIn and Facebook are making associations irrelevant as millennials resist the \u2018joiner\u2019 tendencies of their parents \u2013 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 \u201chow to.\u201d<\/p>\n
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.<\/p>\n
[..]<\/p>\n
...hiring managers don\u2019t trust or recognize \u201cmany of the companies and organizations behind the badges and courses.\u201d Without authentication, digital credentials might lead to what workforce guru Tony Carnevale describes as \u201cchaos\u201d with \u201cno one body setting a standard.\u201d Associations, in contrast, have always played an\u00a0important role\u00a0as validators of skills and expertise, setting the standards for their respective fields. And in the digital world, that role will likely expand and evolve.\u00a0<\/span><\/p>\nIn 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.\u00a0<\/span><\/p>\nTechnology 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\u2019t want to know if someone passed a test \u2013 they want to know if someone knows how to do the job. \u202f\u00a0<\/span><\/p>\nAssociations 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\u2019t 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.\u00a0<\/strong><\/p>\nSource:\u00a0\/\/thehill.com\/blogs\/congress-blog\/education\/291516-heres-why-associations-are-primed-for-a-digital-renaissance<\/p><\/blockquote>\n
Possibilities for Consideration: The IMPACT Possibility<\/h2>\n
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<\/strong> do we get them to talk to each other in a way that is purpose-driven and achieves a common goal<\/strong>?<\/p>\nPaul Freedman\u00a0<\/span><\/span>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:\u00a0<\/span><\/span><\/p>\n\n- How can associations enter the digital age in a way that<\/em> balances technology with social cultural responsibility?<\/strong><\/li>\n
- How can associations enter the digital age in a way that<\/em> brings the Human Touch back into the Impersonal Digital Age?<\/strong><\/li>\n
- How can associations enter the digital age in a way that<\/em> speaks to multiple generations and provides collaborative solutions to communication<\/strong> (rather than merely perpetuates the communication divides)?<\/li>\n
- How can associations enter the digital age in a way that<\/em> effectively provides the educational resources and foundational principles lacking within the academic<\/strong> (school and higher education) world?<\/strong><\/li>\n<\/ul>\n
Add Your Insight:\u00a0MAKE The IMPACT<\/h2>\n
Who do you want to be and how do you want to be remembered?<\/em>
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