While there are many, associations most often cite these as common challenges.
- Finding and Keeping Good Leadership
Many times, volunteers are hard to find. They are reluctant to participate, unaware of the time commitment, and unsure of the role. Perhaps they are even fearful of becoming involved along with the possible legal and economic risks that might accompany serving as a representative of a prominent state or national association. Holding such a public and forward-facing role may seem intimidating to some. Individuals may never have served on a board before and don’t know what to expect. Others may be unwilling to share their opinions that board service requires, preferring instead to remain out of the limelight. Recruiting these kinds of individuals is challenging. One way to mitigate this problem includes clearly defining the roles and responsibilities on websites, via social media and through private conversations with those currently on the board who seek to recruit others. Another way is to hold a special session at the annual conference devoted to recruiting leaders explaining the roles and touting the benefits of serving on a board, namely increased access to speaking opportunities, networking with leaders of other organizations, career growth, etc.
- Leading Rather than Managing
Boards may find themselves immersed in minutiae, managing minor details rather than focusing on the mission, the strategic way forward, in other words, the big picture. This may occur for a variety of reasons, but most often is due to inadequate staff support. A strong staff will allow boards to let go of the day-to-day management and focus on vision, values and the ability to offer creative solutions and inspire their members. Working together with staff will create a shared vision and identity and increase collaboration.
- Fund-Raising Challenges
Since the pandemic, sponsorship dollars have not been as plentiful as before, though numbers have slowly been increasing. Associations must demonstrate value. They should survey sponsors to find out what they need. Developing high-impact annual sponsorships with customized packages, dedicated email campaigns, banner ads and sponsored content placed in digital newsletters are all designed to increase the return on investment. Creating profit-sharing partnerships with career centers and online education, branded merchandise, and continuing education libraries are other creative ways to increase non-dues revenue.
- Creating Engaging Marketing & Communications
Today, inboxes are inundated with so much material it’s hard to keep up, making association communications difficult to find, much less stand out. But if boards and committees work together with staff to create an annual communications plan with regular touchpoints focusing on several key messages, the word will eventually get out once a uniform cadence has been established. Targeting new audiences will expand the member pool. Are there segments that might fit into a different type of membership category the association does not currently have? Offering segmented mailings to groups like past conference or webinar attendees, students, etc. can be very effective and reviewing analytics regularly can quickly determine what’s working and what’s not.
- Data Security
Daily news reports of cybersecurity breaches are alarming. Associations have hundreds and thousands of membership records and credit card data to protect. Associations must be certain their information is secure and that there is appropriate anti-virus software along with firewalls and other security measures in place. Associations should also have cybersecurity insurance, as an added precaution.
Challenges may be daunting, but with the proper procedures, a strong board to oversee them and a dedicated staff to implement them, they can be faced, dealt with, and finally overcome.