What would make someone join an association today? That’s a question many association leaders are asking themselves, particularly as tightening budgets have many members scrutinizing the value they’re getting from their associations. Make no mistake, there’s a lot behind the decision to join (and remain) with an association. Tapping into this desire is the key […]

Belonging to something bigger than yourself is powerful. Membership organizations that tap into our intrinsic need to belong and share knowledge, are building thriving, loyal membership bases. It’s a dynamic that Abraham Zaleznik, a leading scholar in organizational psychodynamics once recognized, when he stated, “Innovation grows out of membership and a sure sense of responsibility […]

Millennials expect to create a better future, using the collaborative power of digital technology. Mal Fletcher, futurist. Many associations are seeking out younger generations to cement their future membership, and yet, like many organizations, they cannot figure out how to connect with them. Millennials and Gen Z are unlike any generation that came before. They […]

By now, you’ve likely come across a few successful online communities, even if you didn’t realize what they were at the time. Salesforce’s Trailblazers, the GitHub community, and even HOG — the Harley Davidson Owners Group are all great examples of brand-owned communities that fulfilled a specific need. How did they achieve this? Through their […]