Adapting for Success in the 21st-Century Association Landscape
In the 20th century, most associations operated with a traditional, hierarchical structure, where decisions were made from the top down and followed a linear chain of command. But in the fast-paced, interconnected world of the 21st century, this model often proves too slow and rigid. Today, associations are shifting toward networked structures that empower staff, members, and stakeholders to collaborate dynamically. Here’s what this shift means for associations and real-world examples illustrating how networked structures can lead to more substantial, more resilient organizations.
Why Associations Are Embracing Networked Structures
Associations today face unique challenges: rapid changes in technology, member expectations for real-time engagement, and increasing competition for time and attention. A hierarchical model, while orderly, can lead to bottlenecks, slow response times, and missed opportunities. Conversely, a networked structure facilitates agility, innovation, and adaptability by empowering individuals and teams at various levels to make decisions and take action within a defined framework.
The shift to a networked approach means:
- Enhanced Collaboration: Associations can unite members, staff, and volunteers across regions and roles to solve problems.
- Improved Agility: Teams or departments can respond more quickly to emerging trends, making delivering timely resources and programs more manageable.
- Increased Innovation: With more voices in the decision-making process, associations can foster new ideas and stay ahead of industry changes.
Characteristics of a Networked Association
- Cross-Functional Teams: Employees and volunteers work in cross-functional groups, where each team is tasked with achieving a specific goal or handling a critical function.
- Empowered Decision-Making: Teams or individuals within the organization can make decisions within specific parameters, reducing reliance on top-down approvals.
- Focus on Collaboration and Communication: Information flows across teams and departments, ensuring everyone can access the necessary insights and resources.
- Adaptability: Teams can be reconfigured as priorities shift, allowing the organization to remain agile and responsive to new challenges or member needs.
Association Examples of Networked Structures
1. American Society of Association Executives (ASAE): Embracing Cross-Functional Collaboration
ASAE, the hub for association management, has evolved its structure to support cross-functional collaboration. ASAE’s content teams, which include staff from multiple departments, work together on critical projects—such as developing member resources, organizing events, or creating content. By bringing together perspectives from membership, education, and marketing, ASAE enhances the relevance and impact of its offerings, ensuring resources meet member needs from all angles.
2. Society for Human Resource Management (SHRM): The Agile Project Team Approach
SHRM, a leader in the human resources field, has embraced a networked approach by organizing staff and volunteer leaders into agile project teams. For example, when developing new certification programs, SHRM relies on cross-functional teams that bring together experts in content development, marketing, and member engagement. These teams work in short cycles, iterating on program ideas and collecting feedback from members, allowing SHRM to introduce relevant, high-quality certifications aligned with industry trends.
3. American Institute of Architects (AIA): Leveraging Member-Led Networks
The AIA offers a strong example of how networked structures can empower members to lead and collaborate. AIA has developed a Knowledge Communities system where members can join groups based on their expertise and interest, such as sustainable architecture or small firm practices. These communities are member-led, with each group free to organize its events, resources, and discussions, allowing AIA to offer highly specialized content and networking opportunities that enhance member value without requiring central oversight.
Advantages of a Networked Structure for Associations
- Increased Relevance: A networked approach allows for content and programming more tailored to specific segments of the membership base, which is particularly beneficial for associations with diverse audiences.
- More Responsive Decision-Making: Teams can act faster on feedback and new information without waiting for approval from top leadership, enabling real-time responsiveness to emerging trends.
- Enhanced Innovation: Empowering members, volunteers, and staff to collaborate on problem-solving and ideation helps foster a culture of innovation, as new ideas can be tested and implemented more fluidly.
- Scalable Member Engagement: Networked structures often facilitate member-led groups or communities, allowing members to engage more deeply and actively in association activities.
Steps to Transition from a Hierarchical to Networked Structure
- Define Key Objectives and Boundaries: Set clear goals for each team or community, giving them autonomy within well-defined parameters.
- Build Cross-Functional Teams: Bring individuals from various departments to work on projects, allowing them to make decisions that align with the association’s mission and member interests.
- Empower Members and Volunteers: Give volunteer-led groups or committees the authority to decide on specific initiatives. For example, let a volunteer committee organize its webinars with branding and association standards guidance.
- Leverage Technology for Communication: Implement collaboration platforms like Slack, ZOOM, Asana, or Microsoft Teams to facilitate communication across teams and communities.
- Encourage a Culture of Trust and Accountability: Encourage open communication, trust in team decisions, and accountability measures that ensure alignment with organizational goals.
Conclusion
Shifting from a hierarchical structure to a networked one can unlock greater agility, creativity, and member engagement. By enabling staff, members, and volunteers to collaborate dynamically, associations can create more relevant, impactful programming and resources that keep them at the forefront of their discipline or industries. As we move into the next quarter of the 21st century, the associations that embrace these networked structures will be well-equipped to thrive in a fast-changing environment, serving as solid and adaptable pillars in their professional communities.
Networked structures might seem like a bold shift, but as these association examples illustrate, they provide a flexible, resilient foundation for Success in the modern world.