The Leadership Team at Association Acumen, composed of Executive Directors and senior management, prides themselves in staying on top of what’s being discussed in the industry and among their colleagues and association leaders. This insight, together with what they have been experiencing first-hand at meetings and conferences, has inspired the following takeaways and predictions for the year:
2022 in two words: More Hybrid! 2022 brings promise that we’re continuing to move through the ongoing pandemic towards a reinstatement of in-person events, but with the caveat that virtual and hybrid needs will continue to be drawn on from time to time. This indicates we need to be more responsive and communicative with our members, attendees and stakeholders. Variable options mean there will be more questions and more information will be needed to help our members feel confident in the plans and direction associations take. Outlining plans in advance to provide as much information as possible from the start is a strong first step, and then communicating clearly and frequently will be crucial. An outcome of the past two years from a world disrupted by a global pandemic has shown us that associations and nonprofits are coming to terms with hybrid…for well…everything.
From annual meetings and education programs, offered live with live-streaming and on-demand video options, to flexible working arrangements, associations and nonprofits are leaving behind the traditional for innovative approaches that can rapidly flex in an uncertain world. Leveraging online and live meetings, programs and workspaces with text, audio and video media and a seemingly endless array of collaboration and productivity applications, associations and nonprofits have new ways to meet members where they are, sustain the financial health of their organizations and promote the well-being of organizational leaders, members, volunteers, suppliers and staff.
It’s Customer AND CONCIERGE service! Targeted and personalized messaging and uniform branding are a competitive advantage. Current and prospective members and customers are increasingly used to a personalized approach (think “Dear First Name” versus “Dear Colleague”) and organizations wanting to enjoy high levels of member and customer engagement and loyalty provide customized outreach across uniformly branded communications channels.
Risk Management: Associations and nonprofits are reevaluating how they assess, manage, control and finance risk going into 2022. Hotel contract cancellation and force majeure clauses need to be carefully assessed and updated to meet the challenges and vagaries of the ongoing pandemic. Event cancellation insurance, which has doubled or even tripled, and removed communicable disease provisions in response to COVID-19, needs to receive greater budgetary attention. Association and nonprofit reserves are being leveraged in new ways to sustain the organization in the face of the unexpected. One recent example is learning that organizations are setting aside reserves specifically to self-insure against live event losses.
Sponsorship: During 2020 and 2021, associations and nonprofits have increasingly stressed year-round benefits to enhance ROI and visibility beyond the annual meeting, especially where these have been offered virtually. Multichannel digital advertising and promotions have been key to the success of this initiative.
Association Management Companies (AMCs) in the Spotlight: With hiring challenges and financial, operational and logistical setbacks of the past two years, will associations be seeking a shared services concept that AMCs provide or even outsource some of their services, providing opportunity for AMCs? Associations using AMC management during the pandemic were able to pivot more quickly and accommodate virtual offerings for conferences and educational options, when compared to internally staffed associations, where many did not have the resources AMCs had. Associations could be reassessing their management models and AMCs may see more RFPs for management services in 2022.