Did You See A Dinosaur Go By’

How associations are changing with the new economy

Are there dinosaurs walking the face of the earth again? Apparently there are some people who are comparing associations with dinosaurs. Dinosaurs? Is there a suggestion that associations are becoming extinct? I certainly hope not, because then I would be out of a job.

Associations are facing tough times. Mergers and acquisitions are having a direct impact on their income and causing all associations to face shrinking numbers. Associations are in competition for attention with the Internet and trying to figure out how to provide fast and efficient service to members without raising dues—daunting task to achieve. With our world moving at such a rapid pace, it’s not difficult to see why some people think associations are downright archaic.

I don’t think we face extinction anytime soon. We do, however, have to deal with the changing times. Gone are the days that someone joined an association because it was there to join or it was the right thing to do. Marketing and retention efforts are in full swing with all associations trying to recruit new members and keep those they already have. With good reason, individuals and companies want to know what they will get by joining. Can they find the same benefits somewhere else for less money? In some cases, yes. But what they won’t find is the original concept behind all associations: Getting together for one common goal.

Leaner, faster, better

Associations are trimming their staffs and trying to work with leaner budgets. The age of technology is providing some assistance by allowing associations to provide bulletins, newsletters, etc. via e-mail or broadcast fax. The member gets the news sooner and the association saves money.

Associations have jumped into the web site frenzy with zeal. Association information can be posted on the website 24 hours a day. However, websites are a work in progress, as all associations struggle with trying to determine what information they need to provide.

Can websites provide another source of income for associations? If you build it, will they come? Not necessarily. If your site doesn’t have what they need, they won’t! Where is Kevin Costner when you need him?

If people think we are dinosaurs, then they probably think our conventions are out of date, as well. All play and no work, right? Not true. Our association spends a great deal of time determining the topics that will be of most use to the members and then finding the right speaker to present the topic. Fifteen to 20 years ago, you could just select a speaker and have them present just about anything and it would be fine. More and more members have to justify the cost to attend the convention, forcing all associations to have to work very hard to “sell” their convention to the attendees.

Building membership

We continue to be successful with attendance numbers, but I know that it’s not a guarantee from one convention to the next that our numbers will remain solid. Content, content, content! “What can I bring back from this convention?” is the question you have to answer each and every event. Time is short, people have too many commitments and they stare at the cost and wonder. One thing that has worked for us is that many of our members are combining our summer convention with their vacation, by adding it on to the front or back end. It’s a good answer for both of us. It gets the member to our convention, but allows them time off from work and time with their families.

All associations will be offering their programs and/or conventions in some form or fashion on the Internet somewhere down the road to benefit those members who cannot attend. However, I don’t believe that technology will ever completely replace conventions. Getting together to exchange ideas or to market your company is very important and is better done on a one-on-one, face-to-face basis. Not on a computer.

Communicating quickly with association members is a plus, but I continue to want to communicate with members by phone or at our conventions. This personal touch is important and is key to keeping members wanting to come back. You can’t get that personal touch via e-mail.

Associations will remain, as long we continue to serve our membership. We provide a very vital service and are here to stay. I cannot say it enough—getting people together for a common goal is a worthwhile endeavor, and one I hope to continue doing for a long time to come. These dinosaurs will prevail!

Jean Patterson, executive director of the Texas Surplus Lines Association, has been with the association for 19 years. She began her career with TSLA in 1981 as an administrative aide, later advancing to Executive Administrator until her promotion to Executive Director in 1997.