COVID-19 has changed everything about the way we operate–individually, in relationships, and in business. Associations especially were not exempt from the fallout of COVID-19, as they grappled with what the disease meant for their organizations.
Historically, associations operate under a business model and organizational structure that relies on in-person meetings and events. With the COVID-19 pandemic and its subsequent social distancing measures, that was all called into question.
When faced with the pandemic, associations had to reevaluate what it meant to operate as a membership-based organization. Plus, they had to deliver the same value that members felt when in-person events were possible.
One thing soon became clear: membership needs and numbers were shifting. In a May town hall hosted by ACGI Software, a poll showed the main impacts associations had seen a few months into the pandemic. Responses revealed a few things:
This showed a need for change, and a carefully constructed response to these new demands.
There also became numerous concerns from association executives surrounding potential long-term impacts of the crisis. In a June town hall, 74% of respondents shared that they could see their short-term changes becoming long-term organizational shifts.
The biggest areas of change? Unsurprisingly, most associations are focused on in person events, meetings, and testing. Other areas include the use of technology, the balance of a brick-and-mortar and a web-based business, and grant and partnership revenues.
Here are just a few elements of association management that have been impacted by COVID-19. Plus, the solutions being used to manage them.
Since March of 2020, we’ve seen the cancellation and postponement of countless events. But, we’ve also seen a spirit of innovation that allows these events to go on digitally.
A large part of association management relies on the coordination of events, meetings, and tests for members. COVID-19 has forced associations to pivot quickly from in-person formats, and pushed them to develop new solutions for their constituents.
In turn, many associations have begun converting everything from conference sessions to educational programming into a virtual format. Sometimes, they may even monetize this programmining in the form of sponsored webinars.
As sponsors and exhibitors act as a large revenue stream for associations, hosting events virtually still allows for that economic opportunity.
According to Michael Hoehn, ACGI’s VP of Professional Services, it’s important to keep reaching out to conference exhibitors and sponsors with options.
Hoehn also noted how many of these companies are still looking for ways to actively support the associations and their industries, engage with members and attendees, and advance their own brands.
Many constituents count on the educational sessions from annual or regional meetings for their continuing education credits. These credits go towards their certifications, and are necessary to maintain and gain credentials.
However, with many of these conferences being cancelled, members are left wondering how to make up the difference.
In the wake of COVID-19, associations have begun to be more flexible in the continuing education and exam-taking processes. This could look like broadening the certification requirements, or broadening your direct service offerings.
For example, associations could host their own webinars (as mentioned above) and monetize them on an attendee level. Meaning, members pay to attend the webinars and then receive credit towards their certification.
This gives credentialing bodies more control over what they offer and how; creating independence from the current structure of governing bodies and testing centers. In turn, credentialing organizations can keep more of the revenue generated in the certification process.
With an enterprise-class association management system, or AMS, associations can easily shift requirements and personalize certification timelines.
COVID-19 has also revealed an increased need for communication between associations and their members. With safety updates and guidance being released daily, associations are able to evaluate how they disseminate information.
What we’ve seen is an emphasis on regular, clear, and consistent communications with all constituents. This was most important at the start of the pandemic, when events were being cancelled, credentialing timelines shifted, and memberships were adjusted.
However, the desire for this kind of communication has not dimmed. Members still require open communication from their associations. So how has the process been working?
ACGI has seen our clients rely on mass, sometimes automated, communications to large groups. Then, they will provide more personalized or individual messages to others–particularly speakers and sponsors.
Great association management software can help organize and automate these communications.
These concentrated efforts, when continued into the long-term, could solidify relationships and ensure a talented pool of resources for future events. Similarly, it showcases empathy and an understanding of the challenges given our current circumstances. This keeps members and other constituents happy, fostering a strong sense of trust.
Prior to COVID-19, refunds or other special requests were not major elements of association management, and could be handled as they arose. However, with the uptick in cancellations, associations had to scramble to issue refunds to members for pre-paid events.
The topic of refunds prompted a lot of decision making. First, associations had to decide whether to issue refunds or to apply those funds as credits to an attendee’s account.
If a refund was issued, that led to issues in how to issue it. Via check? Credit card? What about any associated processing fees?
And in the case of credits, associations had to manage what elements of the association members could apply their credits to. Could they be used across the board? Only at other events? For dues?
The moral of the story is, each association is looking to handle refunds in their own way. With Association Anywhere, personalized refund protocols can be built out by consulting with a Client Services Representative, Business Analyst, or Project Manager from ACGI.
While the pandemic may have forced some association members to cancel their memberships, those who stayed showed huge engagement.
In a May town hall hosted by ACGI, participants reported an uptick in engagement with current members. Current members are taking more advantage of virtual offerings, webinars, and existing resources.
In this time, some associations focused on taking care of current members rather than turning their attention to recruiting new members. They are offering educational materials, resources, and webinars for free.
In addition, some associations are extending grace periods for dues and membership renewals. In some cases, associations asked for donations to cover the costs of memberships, easing the financial burden of their members at this time. As one executive stated, “We’re overextending staff, but we have an opportunity to show value.”
Although COVID-19 has required plenty of change, associations are hopeful that their changes are for the better. In fact, the pandemic may have provided a chance for associations to reevaluate how they manage memberships and communicate across the board.
By taking a step back and looking at the overall picture, associations have discovered new ways to educate their members, facilitate engagement, and network in previously untapped ways.
ACGI’s Association Anywhere and Certelligence systems can be leveraged as platforms to better serve members through hard times. With features including prorating dues, vouchers, recurring payment processing, membership formulas, and ACH/eCheck–ACGI solutions are here for you.
COVID-19 has rocked traditional revenue streams, and is prompting a radical rethinking of business models. In fact, maintaining a business as usual attitude seems to be a risk in itself. Associations that may have dipped their toes in technological investments are now ready to dive in headfirst. By investing in technological infrastructure and creating new products, associations can not only survive, but thrive.
Looking for software to check all of your boxes and more? ACGI offers clients enterprise-class software and unmatched support. Contact us today to request a demo.
