Author: Association Activision, LLC.

Thinking about associations’ problems if the nation enters another recession is unpleasant but necessary. With economic indicators pointing toward a possible recession in 2025, associations must prepare for financial uncertainty while maintaining their mission and member value. Organizations can mitigate risks, adapt to changing circumstances, and emerge stronger by taking proactive steps.

Short-Term Strategies (Surviving the Storm)

1. Assess Financial Health – Conduct a stress test to understand cash flow, reserves, and revenue dependencies. Identify potential vulnerabilities.
2. Prioritize Core Member Services – Focus on the programs and benefits that provide the highest value to members, ensuring retention even in tough times.
3. Reevaluate Pricing and Dues Structure – Consider flexible payment options, tiered membership models, or value-based pricing to accommodate financial constraints.
4. Strengthen Sponsorship and Non-Dues Revenue – Diversify revenue streams through virtual events, digital advertising, corporate partnerships, and innovative services.
5. Enhance Cost Efficiency – Identify areas where operations can be streamlined without sacrificing quality. Renegotiate contracts, optimize technology, and reduce discretionary spending.
6. Stay Close to Members – Increase engagement through surveys, town halls, and focus groups to understand their evolving needs and challenges.
7. Crisis Communications Plan – Ensure transparency with stakeholders by crafting clear, consistent messaging about the organization’s financial position and strategy.

Long-Term Strategies (Thriving Beyond the Downturn)

1. Build a Resilient Business Model – Move toward diversified revenue streams, reducing reliance on membership dues alone. It may not be easy, but the old system of revenue generation requires new thinking in 21^st Century realities.
2. Invest in Workforce Development – Support staff with cross-training and upskilling to enhance agility and adaptability.
3. Strengthen Advocacy Efforts – Recessions often lead to regulatory changes. Ensure your association is proactively engaging policymakers to protect industry interests.
4. Future-Proof Digital Infrastructure – Invest in technology that enhances efficiency, data-driven decision-making, and scalable engagement strategies. Make sure that your decisions maintain effectiveness and not short-term pain that causes long=term dissatisfaction with your stakeholders.
5. Expand Global and Hybrid Opportunities – Consider new markets, partnerships, and hybrid event formats to maximize reach and inclusivity.
6. Scenario Planning for Future Disruptions – Develop strategic foresight capabilities to anticipate and navigate future challenges using scenario planning.
7. Reinforce Organizational Culture and Purpose – During times of uncertainty, a strong mission-driven culture can stabilize members and staff.

Coda: Prepare Now, Thrive Later

While recessions pose significant challenges, associations that take proactive steps today will be better positioned to navigate economic uncertainty, support their members, and emerge stronger. Now is the time to balance immediate financial stability with long-term resilience.

Misinformation spreads faster than ever before. Social media platforms, with their vast reach and instantaneous sharing capabilities, often become breeding grounds for misleading or false content. Whether it’s a health scare, a political claim, or a scientific breakthrough, it can be hard to discern fact from fiction.

However, there are still reliable sources that serve as bastions of truth: association websites and peer-reviewed journals. These resources have long been pillars of credible information, offering expert insights that are often more reliable than the viral posts we see every day on our feeds.

The Problem with Misinformation on Social Media

The democratization of information via platforms like Facebook, Twitter, and Instagram has had both positive and negative consequences. While social media allows for the free exchange of ideas, it also makes it incredibly easy for misinformation to spread. The rapid pace of these platforms, combined with algorithms that prioritize sensational or emotionally charged content, often means that misinformation is given more visibility than facts.

This issue is compounded by the anonymity and lack of accountability that social media platforms sometimes foster, allowing anyone to share content without requiring any verification. As a result, posts that claim to offer scientific, medical, or factual information can easily circulate without scrutiny, leading people down dangerous paths or reinforcing harmful beliefs.

The Importance of Trusted Sources: Association Websites and Peer-Reviewed Journals

While the digital world may be rife with misinformation, there are still reliable, trustworthy sources that you can turn to. Two of the most valuable resources are association websites and peer-reviewed journals. Here’s why these sources remain critical in the fight against misinformation:

1. Expertly Curated Content

Association websites are managed by professionals and experts within specific fields, be it healthcare, education, law, or any other discipline. These websites often serve as hubs of knowledge, providing access to fact-checked, high-quality content created by individuals who are highly trained in their respective areas. The content found here is often carefully curated, ensuring accuracy and relevance.

For example, in the field of healthcare, organizations like the American Medical Association (AMA) provide evidence-based information that has been rigorously reviewed. When compared to the quick and often incorrect claims circulating on social media, the information on this and anotherdiscipline centered association websites offers a solid foundation of truth.

2. Peer-Reviewed Journals: The Gold Standard for Scientific Information

Peer-reviewed journals represent the gold standard in the scientific community. Before research is published in these journals, it is scrutinized by experts in the field to ensure that the methodologies and conclusions are sound. This process helps eliminate bias, error, and faulty conclusions, offering a layer of credibility that social media posts simply cannot match.

For instance, if you’re reading about a medical breakthrough, a peer-reviewed journal like The Lancet or The New England Journal of Medicine will provide you with research that has passed through the most rigorous of scrutiny. The same is true in the arts, suggest as the Jornal on General Music, published by NAfME. Such journals are essential in a world where people are often looking for answers to complex issues, like health, educational pedagogy, climate change, or technology.

3. Transparency and Accountability

Association websites and peer-reviewed journals are typically held to high standards of transparency and accountability. If new research or evidence emerges, these organizations update their findings accordingly, ensuring that the information is always current and reflective of the latest knowledge. Conversely, social media posts can often remain unchanged long after false information has been identified, leading to long-term confusion or harm.

4. Access to a Community of Experts

Association websites often offer access to a wider community of professionals and thought leaders in various fields. Many of these websites host forums, webinars, and conferences where experts engage in ongoing dialogue, exchanging knowledge and addressing the latest trends and challenges in their fields. This level of collaboration ensures that the information shared is not only accurate but also continuously evolving with new findings.

Peer-reviewed journals also foster collaboration by publishing research that is often the result of extensive studies conducted by teams of experts from around the world. The breadth and depth of expertise involved in producing this research help guarantee its reliability.

Combatting Misinformation: A Call to Action

As consumers of information, it’s important to actively seek out trustworthy sources and support content that adheres to high standards of accuracy. Here are a few ways we can combat misinformation:

1. Educate Yourself on Reliable Sources: Familiarize yourself with reputable association websites and peer-reviewed journals. For instance, in the medical field, learn which organizations are known for offering trustworthy advice, such as the Mayo Clinic or the World Health Organization (WHO).
2. Cross-Reference Information: Before sharing or believing information from social media, verify it by cross-referencing with credible sources, including peer-reviewed journals and official association websites.
3. Support Accurate Content: Share information from well-established organizations that prioritize evidence-based information. Use your platform to promote credible sources rather than spreading sensationalized claims.
4. Engage in Constructive Conversations: If you come across misinformation, politely challenge it by pointing people toward trustworthy resources. Help others recognize the importance of seeking out authoritative information.
5. Use Common Language: Let’s be candid, researchers and academics often write for others in their filed and use a style to which the research community is comfortable. It is not that the general public is less smart, it is that they may not know the detailed language of the academic community. Talk like you are speaking to your next-door neighbor. It is in your interest.

Coda: Trusting the Experts

The battle against misinformation is ongoing, but we can take steps to ensure that we are making informed decisions. Association websites and peer-reviewed journals offer some of the best and most reliable content available, providing a solid counterpoint to the misinformation that dominates social media. By prioritizing these trusted resources, we can become more discerning consumers of information and play our part in creating a more informed and responsible digital environment.

In a world where falsehoods spread like wildfire, it’s time we take back control by relying on the content that is built on fact, evidence, and expertise.

In organizational leadership, we often hear phrases like “embracing chaos” or “navigating uncertainty” when discussing change. While chaos theory has helped us understand the unpredictable nature of complex systems, it is a mistake to equate chaos with change. Recognizing the difference is critical for leaders who want to guide their organizations through meaningful transformation rather than simply reacting to disorder.

Chaos Theory: What It Teaches Us

Chaos theory, rooted in mathematics and physics, explains how small changes in initial conditions can lead to vastly different outcomes—often referred to as the “butterfly effect.” It suggests that natural or organizational systems are sensitive to minor influences, and their futures can be difficult to predict. This perspective helps us understand why inevitable disruptions—such as economic shifts, technological advances, or social movements—can have widespread and unexpected consequences.

For organizations, chaos theory serves as a reminder that change is often nonlinear, and unintended consequences are common. However, while chaos can describe how change emerges in complex environments, it does not define change.

Chaos Is Not Change

Change is intentional, structured, and directed—at least when managed effectively. Leaders do not drive successful transformation by surrendering to randomness; they do so by understanding patterns, setting strategic direction, and guiding their organizations through uncertainty with clarity and purpose.

Here are three key reasons why leadersshould not mistake chaos for change:

1. Change Has Direction; Chaos Does Not
   • Effective organizational change is goal oriented. It may involve adaptation and iteration, but it follows purpose-digital transformation, cultural shifts, or governance restructuring. Conversely, chaos lacks inherent direction; it is unpredictable and does not inherently lead to progress.
2. Chaos Creates Paralysis; Change Requires Action
   • Employees experience confusion, frustration, and uncertainty when chaos dominates an organization. Decision making slows, productivity drops and the organization risks stagnation. Change requires engagement, structured interventions, and a clear roadmap that enables people to move forward confidently.
3. Organizations Can Shape Change, But Not Chaos
   • Leaders can plan for and influence change through strategy, communication, and leadership. Chaos, by its nature, resists control. While organizations cannot eliminate all uncertainty, they can prepare for it with adaptive frameworks, scenario planning, and resilience-building measures.

Using Chaos Theory to Inform, Not Define, Change

Chaos theory should be a tool for awareness, not an excuse for inaction. Leaders can apply its insights by:

• Recognizing Patterns in Complexity – While individual events may seem chaotic, more significant trends often emerge. Leaders who analyze data, engage in environmental scanning and anticipate industry shifts can make informed decisions.
• Building Adaptive Strategies – Organizations should use agile approaches for learning, feedback, and flexibility instead of rigid, top-down change initiatives.
• Strengthening Organizational Resilience – Chaos theory reminds us that disruption is inevitable. Organizations that cultivate a strong culture, empower employees, and invest in leadership development will be better prepared to navigate uncertainty.

Coda

Change is not about succumbing to chaos but about harnessing uncertainty to move an organization forward. While chaos theory provides a valuable lens for understanding unpredictability, actual change requires leadership, intentionality, and structured adaptation.

Leaders who recognize this distinction can transform their organizations not by reacting to disorder but by guiding them toward a future of resilience, innovation, and purpose.

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February marks the annual observance of Black History Month, a time to celebrate, reflect on, and honor the rich legacy of Black history in the United States and beyond. Since its official recognition in 1976, this month has served as a powerful reminder of the immense contributions Black Americans have made across every field of human endeavor. As President Gerald Ford proclaimed when establishing Black History Month, it is an opportunity to “honor the too-often neglected accomplishments of Black Americans in every area of endeavor throughout our history.”

From its beginnings as a week-long celebration initiated by historian Carter G. Woodson in 1926, Black History Month has becomevital for the nation to reflect on its history, recognize Black achievements, and address the ongoing struggles for racial equity and justice.

A Legacy of Resilience, Innovation, and Excellence

Black history is an unyielding testament to the resilience and creativity of a community that has faced adversity while shaping the cultural, economic, and social fabric of the United States. It is a story of triumph against the odds, where African Americans have risen to prominence, broken barriers, and laid the groundwork for progress in every realm.

Consider the brilliance of individuals like Dr. Martin Luther King Jr., who galvanized a nation through his leadership in the Civil Rights Movement; Maya Angelou, whose words continue to inspire hope and change; and Katherine Johnson, whose mathematical genius propelled the U.S. space program. These are just a few of the countless figures who have contributed to shaping the course of history.

Beyond well-known icons, Black history is the story of everyday heroes who fought for change in their communities, created opportunities for future generations and enriched American society through art, culture, science, and innovation.

Why Black History Month Matters

While Black History Month is a celebration of achievements, it is also a call to action. It challenges us to confront the persistent injustices and acknowledge the systemic inequities that have shaped society. It is a chance to honor the past while committing to creating a more inclusive and equitable future.

Recognizing Black history is not confined to a single month. It requires continuous commitment to education, advocacy, and engagement. Understanding the contributions and struggles of Black Americans is essential to building a society that values and uplifts all people.

Ways to Celebrate and Act

As we observe Black History Month, individuals and organizations can take meaningful steps to honor Black contributions and advance community equity. Here are some ways to celebrate and engage:

• Support Black-owned businesses and creators: Strengthen local economies and amplify Black entrepreneurship by intentionally seeking out Black-owned businesses and creators in your area.
• Highlight Black leaders in your industry or field: Share the stories of Black professionals and pioneers whose work has had a lasting impact.
• Engage in anti-racism education: Attend workshops, read books by Black authors, and have meaningful conversations about race and equity.
• Volunteer or donate to causes that advance racial equity: Support organizations that work to close gaps in areas like education, housing, healthcare, and criminal justice reform.
• Reflect on your organization’s practices: Assess your workplace or community group’s commitment to diversity, equity, and inclusion, and take steps to create a more inclusive environment.

Looking Forward: The Work Continues

As we celebrate Black History Month, remember that this is not just about honoring the past—it is about creating a future where everyone can thrive. The legacy of Black history teaches us the power of resilience, the importance of community, and the necessity of justice.

Black Americans’ contributions are woven into our nation’s fabric, and their stories of courage, ingenuity, and perseverance continue to inspire new generations. This February, let us lift up these stories, embrace their lessons, and commit to building a society rooted in equity, inclusion, and shared humanity.

Together, we can ensure that the spirit of Black History Month extends beyond its 28 days, guiding our actions and aspirations throughout the year.

In the 20th Century, planning processes in organizations were essentially linear. Leaders relied heavily on historical data, assuming that past trends could predict future outcomes with reasonable accuracy. Stability and predictability were the norms, allowing for detailed plans that unfolded step by step. This approach worked well in an era of slower change and fewer global complexities.

Fast forward to the 21st Century, and the environment has changed dramatically. Today’s organizations face a world marked by rapid technological advancements, global interconnectivity, and unprecedented levels of uncertainty. Traditional linear planning struggles to keep pace with these dynamics, often leaving organizations unprepared for the unexpected.

This shift demands a new approach: scenario-based forecasting. Unlike linear planning, scenario planning embraces complexity and uncertainty. It equips organizations to envision multiple plausible futures, preparing them to adapt swiftly to changes rather than being constrained by a single forecast.

Why Scenario Planning Matters

1. Complexity and Interdependence: Modern challenges often involve multiple variables interacting in unpredictable ways. Scenario planning allows organizations to account for this complexity by considering a range of possible outcomes.
2. Agility in Decision-Making: By preparing for diverse scenarios, organizations build the flexibility to pivot strategies as new information emerges, fostering resilience in the face of uncertainty.
3. Enhanced Strategic Insight: Exploring different scenarios helps leaders uncover risks and opportunities they might have overlooked, ensuring a more robust strategy.

How to Transition to Scenario-Based Forecasting

• Identify Key Drivers of Change: Focus on the trends and forces most likely to impact your organization’s future, such as technological innovation, economic shifts, or policy changes.
• Develop Diverse Scenarios: Construct scenarios representing a range of potential futures, from optimistic to disruptive. Each scenario should challenge assumptions and push creative thinking.
• Integrate Scenarios into Strategic Planning: Use the insights gained from scenario planning to inform decision-making, prioritize initiatives, and allocate resources effectively.
• Embrace Iteration: Scenario planning is not a one-time exercise. Regularly revisit and update scenarios to reflect evolving conditions and emerging trends.

Leading with Strategic Foresight

In a world where the only constant is change, associations must evolve their planning methods to remain relevant and impactful. Scenario-based forecasting empowers leaders to look beyond linear projections and engage with the full spectrum of possibilities. It’s not about predicting the future but preparing for it—whatever shape it takes.

By embracing this mindset, associations can confidently navigate uncertainty, ensuring they are surviving and thriving in the 21st Century.

On Monday, the United States honored the life and legacy of Dr. Martin Luther King, Jr. Among his many achievements, none resonates more powerfully than his iconic “I Have a Dream” speech. While progress has been made since those historic words, the fight for equality remains an uphill battle, stifled by historical distortions and a failure to recognize the immense societal value of Dr. King’s dream.

In recent years, the fragility of that progress has been laid bare, especially in the attacks on Diversity, Equity, and Inclusion (DEI) programs across all sectors of society. We must confront a critical question: What legitimate fears fuel resistance to DEI? Some cite economic concerns, while others invoke societal or political arguments. Yet, in every instance, opposition to DEI represents a profound setback—not just for moral progress but for our collective economic, social, political, and technological advancement.

When organizations—be they companies, associations, or individuals—push back against DEI, we must recognize the ripple effects of their failure to champion inclusion. The recent retreat by technology companies from DEI initiatives is a glaring example of this regression. These corporations, integral to shaping our nation’s economic and social landscape, are prioritizing profit over purpose and dignity—a decision that reveals a troubling weakness in their organizational values.

Associations, too, have at times faltered under the weight of political pressure, choosing to sideline DEI efforts rather than take a principled stand. This unwillingness to act with courage not only undermines their missions but also damages their credibility and relevance in an increasingly diverse world.

What Must Be Done?

The growing resistance to DEI demands bold, strategic action from associations committed to fostering inclusive and equitable environments. Here are actionable strategies to counter anti-DEI forces and sustain these critical values:

The pushback against Diversity, Equity, and Inclusion (DEI) initiatives presents a significant challenge for associations committed to creating inclusive and equitable environments. Here are strategies associations can employ to combat anti-DEI forces and maintain their focus on these critical values:

1. Reaffirm and Align DEI with Organizational Values

• Clearly articulate how DEI aligns with the association’s mission, vision, and values.
• Demonstrate the business case for DEI, emphasizing its benefits for innovation, member engagement, and organizational growth.

2. Educate and Build Awareness

• Provide members, stakeholders, and leaders with evidence-based resources on the importance and impact of DEI initiatives.
• Host forums or webinars highlighting success stories and case studies from organizations embracing DEI.

3. Engage in Active Listening

• Acknowledge concerns and resistance from members or stakeholders. Understanding their perspectives can help tailor DEI strategies to address fears and misconceptions.
• Foster open dialogue to create a culture of trust and mutual understanding.

4. Focus on Inclusion for All

• Reframe DEI initiatives as opportunities to benefit everyone by fostering fairness, innovation, and representation.
• Highlight how inclusive practices uplift marginalized groups while enriching the experience for all members.

5. Build Coalitions and Alliances

• Partner with other organizations, coalitions, and experts to amplify DEI efforts and share resources.
• Collaborate with legal and policy advocates to monitor and address external pressures threatening DEI programs.

6. Communicate Data and Success Metrics

• Share measurable outcomes of DEI initiatives, such as improved member satisfaction, retention, and workforce diversity.
• Use data to dispel myths and reinforce the tangible value of these efforts.

7. Strengthen DEI Governance

• Embed DEI principles in governance structures, ensuring board and leadership commitment to long-term equity and inclusion.
• Develop policies and procedures to protect against attempts to dismantle DEI efforts.

8. Empower Grassroots Advocacy

• Encourage members and stakeholders to champion DEI within their networks and communities.
• Offer training and tools for individuals to advocate for inclusion effectively.

9. Prepare for Legal and Political Challenges

• Stay informed about local and national legislative efforts that may impact DEI initiatives.
• Consult with legal experts to ensure compliance while maintaining a strong DEI stance.

10. Stay Resilient and Adaptive

• Recognize that societal change often encounters resistance. Maintain a long-term perspective on the importance of equity and inclusion.
• Regularly evaluate and adjust strategies to respond to new challenges while staying true to DEI commitments.

By taking a proactive and intentional approach, associations can sustain their DEI initiatives despite opposition, ensuring they remain a central part of the organization’s strategy and culture.

In the 20th century, communication in associations was a slow, deliberate process. Communications were sent by mail, and landline phones facilitated scheduled conversations. The pace of communication reflected a world where patience and planning were integral to operations. Fast forward to today, and the digital revolution has completely reshaped how associations connect with members, stakeholders, and the public. Instant messaging, video calls, and social media are now at the forefront, making communication faster, more engaging, and far-reaching. Whether it is better or more accurate is yet to be answered.

Here’s how the shift from traditional to modern communication tools has redefinedwhat associations must consider our more fast-paced and disruptive world.

The Evolution of Communication in Associations

1. Then: Letters and Landline Phones

In the 20th century, associations relied on letters and newsletters to communicate updates, event announcements, and membership information. Yes, email was a reality, but not the norm. Landline phones were reserved for more urgent matters, often involving a lot of back-and-forth to schedule meetings or resolve issues. This system, while functional, lacked immediacy and frequently delayed decision-making.

2. Now: Instant Messaging and Video Calls

Real-time tools like Slack, WhatsApp, Zoom, and Microsoft Teams dominate today’s communication. Associations can instantly reach members, staff, and external partners, enabling faster collaboration and decision-making. Virtual meetings have replaced in-person ones, and video calls ensure that even remote teams can engage face-to-face. It has also led to new competition from outside sources and internal stakeholders.

3. Now: Social Media as a Communication Hub

Social media platforms like LinkedIn, Twitter (X), Instagram, and Facebook are now indispensable for association communication. These platforms allow associations to engage members, share updates, host live events, and interact with a global audience in seconds.

Key Benefits of Modern Communication Tools for Associations

1. Enhanced Speed and Efficiency

• What’s Changed: The immediacy of instant messaging and video calls eliminates the delays associated with letters and landline phones.
• Example: An association planning a conference can now organize committee meetings over Zoom and finalize details within days rather than weeks.

2. Broader Reach and Member Engagement

• What’s Changed: Social media allows associations to engage with members across time zones and demographics, ensuring that everyone stays informed.
• Example: The National Association of Realtors (NAR) uses Instagram Stories to quickly update industry trends, reaching members who prefer bite-sized content over lengthy emails.

3. Cost-Effective Communication

• What’s Changed: Some digital tools are often more affordable than traditional methods, reducing printing, mailing, and travel expenses, but infrastructure costs may rise.
• Example: Instead of printing newsletters, many associations now use email marketing platforms like Mailchimp to distribute updates, saving time and money.

4. Personalization and Data-Driven Strategies

• What’s Changed: Digital tools enable associations to tailor communications to individual member preferences.
• Example: Using CRM software, associations can segment their audiences and send targeted messages, such as webinar invitations for specific professional groups.

Challenges of Modern Communication

Despite the advantages, 21st-century communication tools come with their challenges:

• Information Overload: Members are inundated with emails, notifications, and social media posts. Associations must stand out by creating concise, relevant content.
• Learning Curve: Smaller associations with limited resources may struggle to adopt new tools and platforms effectively.
• Maintaining Personal Connections: While digital communication is efficient, it can lack the warmth and personalization of a handwritten letter or a phone call. Associations must balance efficiency with meaningful interactions.

Examples of Associations Embracing Modern Communication

American Society of Association Executives (ASAE)

ASAE uses LinkedIn to share thought leadership articles and updates on events, keeping members engaged and informed while reaching a global professional audience.

Society for Human Resource Management (SHRM)

SHRM hosts webinars and live Q&A sessions on Facebook and LinkedIn, offering members real-time access to industry experts.

National Association of Home Builders (NAHB)

NAHB uses video calls for remote committee meetings and Slack for internal team collaboration, ensuring seamless communication despite a decentralized workforce.

Next Practices for 21st-Century Association Communication

1. Diversify Your Platforms: Use a mix of instant messaging, email, video calls, and social media to reach members where they are most active.
2. Leverage Automation: Automate routine communications, such as event reminders and renewal notices, to free up staff for more strategic tasks.
3. Focus on Engagement: Encourage two-way communication by using polls, surveys, and live chats to gather member feedback and foster interaction.
4. Train Your Team: Ensure staff and volunteers are comfortable using modern communication tools by providing regular training and professional development sessions.

Coda

The shift from 20^th-century norms to 21^st-century realities like instant messaging, video calls, and social media reflects a broader transformation in associations’ operations. By embracing modern communication tools, associations can enhance efficiency, broaden their reach, and build stronger connections with their members. The key is to balance the speed and scale of digital communication with the authenticity, ethics, and personal touch that members value most.

In the end, communication is about building relationships—and in the 21st century, associations have more tools than ever to do so effectively.

After almost eight decades on this planet, one might read the blog headline and assume this is about age. While age is certainly a component, it is not the sole focus of this discussion.

The concept of “getting younger” for associations isn’t just about attracting professionals in their 20s and 30s. It’s about embracing youthful energy and new perspectives and generating an environment where innovation and forward-thinking thrive. It’s about building bridges to the future while honoring the traditions and legacy that have sustained the association community for decades.

Why Getting Younger Matters

Recruitment and engagement of younger professionals and newer businesses are critical to associations’ long-term health and success. However, this requires more than just adding younger members to the roster. It involves creating intentional strategies that welcome, include, and empower these new voices.

Key elements in achieving this include:

1. Innovation
   Younger professionals bring fresh ideas and creative solutions. Associations must:
   • Embrace emerging technologies to improve member services and engagement.
   • Create innovation hubs or committees to test new approaches.
   • Recognize and reward innovative ideas from all members, regardless of tenure.
2. Experimentation
   Associations that get younger are not afraid to experiment:
   • Pilot programs targeting younger audiences, such as mentorship or reverse-mentoring initiatives.
   • Introduce agile governance practices to adapt quickly to change.
   • Host think tanks or hackathons focused on industry and discipline challenges.
3. Meaningful Dialogue
   Younger generations value authenticity and collaboration:
   • Establish regular forums for open dialogue between seasoned leaders and younger members.
   • Use social media platforms as tools for real-time feedback and engagement.
   • Encourage younger professionals to take leadership roles in these conversations.
4. Outreach
   Expanding the association’s reach is key:
   • Partner with universities, trade schools, community organizations, and outside stakeholder groups to engage students and recent graduates.
   • Develop content and campaigns tailored to younger demographics, emphasizing the value of association membership.
   • Attending events and conferences where younger professionals and startups gather. Not just your own.
5. Future Thinking
   Getting younger is about building tomorrow, today:
   • Incorporate foresight and scenario planning into strategic discussions.
   • Offer leadership development programs that groom younger members for future executive roles.
   • Cultivate a culture of curiosity that encourages exploration of new trends and ideas.

The Call to Action

As younger professionals and emerging businesses enter the workforce and industry spaces, associations must meet them with intentional engagement strategies. Youthfulness is not only about age but also about mindset. Associations that embrace innovation, experimentation, meaningful dialogue, outreach, and future thinking are better equipped to thrive in a rapidly changing world.

The future of associations depends on their ability to attract and retain younger, dynamic members while harnessing the wisdom and experience of their established community. Let’s get younger—together.

Often, individuals and organizations resolve to achieve a group of goals or resolutions at the beginning of the new year. Most of these go unfulfilled or look lovely in a memo to staff, friends, and the board.

Rather than make a series of resolutions for the new year, let’s commit to one of the fundamental truths, “the only constant is change.” Our association community has a long and meaningful set of traditional beliefs built over decades, “that if it ain’t broke, don’t fix it.”Our problem is that our operational structures, governance, and long-standing practices are not meeting the test of a new disruptive and challenging BANI worldview century.

Let’s briefly explore the necessity of accepting the constants of change. The following is a dozen to help us advance as strategic thinkers and the BANI worldview.

Reframing these strategies in a BANI worldview (Brittle, Anxious, Nonlinear, Incomprehensible) can provide sharper insights into how associations should operate in a world characterized by fragility, complexity, and unpredictability. Here’s a revision of some strategies with a BANI perspective in mind:

1. Governance and Decision-Making

• BANI Lens: Brittle governance structures crumble under volatile pressures. Associations must adopt adaptive and participatory decision-making models that prioritize flexibility and inclusivity, preparing leaders to act in the face of incomprehensible complexity and nonlinear change.

2. Membership Models

• BANI Lens: In an anxious world, rigid membership tiers fail to provide a sense of stability. Associations should offer modular and personalized membership models that evolve based on real-time feedback, giving members confidence and relevance in unpredictable circumstances.

3. Value Proposition and Engagement

• BANI Lens: Anxious members in a nonlinear world value clarity and connection. Associations must redefine engagement by creating safe collaboration, storytelling, and co-creation spaces that help members find meaning amidst chaos.

4. Workforce and Talent Strategies

• BANI Lens: Workforce dynamics are increasingly brittle and nonlinear. Associations need resilient talent pipelines that emphasize cross-functional skills, adaptability, and the mental well-being of their teams to mitigate anxiety and prepare for sudden disruptions.

5. Program Delivery and Innovation

• BANI Lens: Programs must be built with redundancy and adaptability to withstand brittleness and nonlinear spikes in demand. Associations should focus on iterative design, scalable solutions, and rapid prototyping to meet real-time evolving member needs.

6. Technology Integration

• BANI Lens: The incomprehensible pace of technological advancement requires associations to embrace modular, interoperable systems that can scale or pivot without becoming brittle. Cybersecurity and AI-driven ethical analytics have become essential tools in navigating a chaotic digital landscape.

7. Advocacy and Public Policy

• BANI Lens: Advocacy strategies must address societal anxiety and reflect nonlinear political dynamics. Associations should focus on building long-term narratives and fostering trust-based relationships that can endure sudden political or public sentiment shifts.

8. Sustainability and Corporate Social Responsibility (CSR)

• BANI Lens: Fragile systems and rising ecological anxiety demand associations to adopt regenerative practices that mitigate harm and actively rebuild resilience. Equitable policies and DEI initiatives must be central to their missions to create stability and trust.

9. Revenue Diversification

• BANI Lens: Revenue models must be designed to navigate global economies’ brittle and nonlinear nature. Associations should experiment with diverse, adaptive income streams that can flex with economic shifts and ensure financial resilience.

10. Strategic Thinking and Scenario Planning

• BANI Lens: Strategic plans must embrace incomprehensibility and prepare for nonlinear outcomes. Associations should implement scenario-based planning tools and develop strategies that are flexible, iterative, and capable of navigating sudden and unexpected changes. Think Strategically before developing any planning documents.

11. Collaboration and Partnerships

• BANI Lens: Nonlinear challenges require associations to think beyond their traditional silos. They must cultivate resilient ecosystems of partnerships that share knowledge, pool resources, and amplify collective impact.

12. Measurement and Impact

• BANI Lens: Traditional metrics often fail to capture the true impact in a BANI world. Associations should develop holistic, real-time impact frameworks that measure resilience, trust, and system-wide influence rather than relying solely on financial outcomes.

This BANI-Worldview highlights associations’ need to embrace agilityand adaptability, foster resilience, and prioritize meaning-making in response to the volatile and uncertain conditions of the 21st century.

Let me know what you think.