In this early part of the year we see many articles and reports making predictions for the 12 months ahead. Various experts have gazed into their crystal balls to reveal the changes, challenges and enormous potential that 2017 might hold for the association industry. It’s an exciting time for any membership organisation with big goals. So we’ve searched around the world on your behalf and discovered some of the most interesting trends and ideas likely to emerge in the near future. Here’s a snapshot of our findings relevant to the Australian market.

It’s time to use your data

Associations and Association Management Software (AMS) providers have spent much of the past decade looking to upgrade their AMS platforms with more customisations and process capabilities.

Aside from business process optimisation, AMS also allows associations to gather valuable data and insights that can be used for segmenting membership, generating new membership leads from people using your services, or creating a strategic inbound marketing approach. In other words, now is the time to take advantage of all those terabytes of information stored in your database.

In fact, according to Loretta M. DeLuca in Aptify Top Association Management Expert Predictions for 2017, “Aside from a building and its reserve funds, data is arguably the most valuable asset an organization owns. For decades, the ability of AMSs to store more and more data has increased exponentially, yet the ability to extract and manipulate this data to support business planning and decisions has not... I look forward to a 2017 and beyond when organizations will finally be using their data to make strategic, forward-facing decisions” DeLuca states.

This view is widely shared among industry experts:

“We foretell that the core functionality of association management systems (AMSs) will shift from merely being the database of record to providing new levels of actionable insight into membership.”

– Abila Association Predictions For 2017

“Because they have so much content to share and very defined audiences, inbound marketing is an ideal channel for associations. In 2017, in order to build worldwide awareness and demonstrate relevance, associations will rapidly adopt this channel as part of their existing marketing mix.”

– Tony Rossell in Aptify Top Association Management Expert Predictions for 2017

Evolution of learning

Learning and development remains number one among the top reasons members join your association. However, traditional full-day workshops are no longer as effective as they once were. Associations need to be innovative to engage this new audience, or risk falling behind as the ‘evolution of learning’ continues at a rapid pace.

As Abila Association Predictions For 2017 asserts, “The importance of on-demand, online, and mobile learning options, and the value of professional certifications will be on the rise. Educational offerings for not just members, but also the public at-large, will be a big revenue driver for associations.”

Again this opinion is supported elsewhere:

“Associations should focus on helping members work less stressfully, more profitably and more productively in the online learning arena.”

– Mary Byers in Aptify Top Association Management Expert Predictions for 2017

“The continuing growth in interest in social learning and digital badges among associations can be linked to the ever-present challenge of increasing member engagement. Associations are increasingly looking to social learning initiatives to help them connect with and develop an engaged community of members and learners.”

– WBT Systems Blog

Finding new models of operation

So where to next for association leaders? Times are changing, and the consenus is that associations, like other organisations, must accept and embrace the benefits of alternative business models in order to make meaningful progress.

“In 2017 the pressure on association executives to adopt new business models will increase. As a response, they’ll need to be willing to experiment with new ideas rapidly,” argues Amith Nagarajan, Chairman and CEO of Aptify.

This change of direction may include new membership models, partnerships and mergers, along with the acquisition of new revenue sources, among other endeavours.

Here’s what the industry has to say about the potential of updated operations:

“In 2017, associations will finally discover that ‘sales’ is not a dirty word.” – Wes Trochlil in Aptify Top Association Management Expert Predictions for 2017

“This is not to say associations should be run like companies, certainly not. But associations can learn from some of their corporate counterparts to be more businesslike in structure, operations and strategy, while maintaining the purpose, values and ethos of achieving critical (and bone fide) mission goals.” – Omer Soker, www.ethicsofsuccess.com.au

This article was originally sourced from Member Boat.