Why the Requirements of Associations are Changing

Associations: Changing Environment, Changing Requirements

Time is precious...
Associations are facing changing times and a challenging environment. As time available from member companies becomes increasingly precious, the association needs to deliver in order to ensure that members stay on board. The times when the intrinsic function of belonging to associations was, for example, to network and stay in touch are long gone. That does not mean, of course, that associations do not serve these purposes for their members - association membership still fulfils this important role. What it does mean, however, is that this is often no longer enough to keep member companies in the association and indeed, active in the association. Associations need to deliver.

Technology is changing...
Other, technological and communication factors are changing the roles of associations. One of their key functions used to be information gathering and dissemination. However, with the increased use of the Internet, publicly available information on websites, and rapid electronic communication, many associations are finding that they risk losing a key role in this area. The information that used only to be available from the associations is often available elsewhere, and faster.

The overall changing environment means that many associations are having to redefine themselves and also redefine how they deliver value to their members. Companies have to deliver value to their shareholders, and associations have to do the same with their stakeholders. This does not necessarily mean that running an association effectively can and should be done in the same manner as companies. Indeed, this is often not a desirable approach, since the requirements of the two are different.

Associations Need to Respond
In order to respond to these challenges, associations have been using different approaches.

• Associations store regularly used information for members on their websites (restricted access, or "members-only" sections). But this raises questions on measuring value for the members. If they are getting the information from the website, are they still using their association? The answer is yes, IF the association can adapt to a knowledge-age versus an information age.
• Associations are changing their structure to meet the needs of a challenging environment. Business moves increasingly quickly, and so do issues. Globalisation on an international level has meant that many associations have been forced to re-examine their structure and working methods to ensure that they do not lag behind.

The challenge for associations is how they can structure themselves to respond to these changes and ensure that they can move quickly and effectively.

Prof. Justin Greenwood, Jean Monnet Professor of European Public Policy, Robert Gordon University, Aberdeen.

At Kellen Europe, we understand the changing requirements of associations and the changing environment in which they operate. We constantly scan associations' operating environment looking for new factors and new ways of doing things. This proactive approach enables us to find and use opportunities to help associations achieve their goals and maximise their services to members.