Predictions of decline have haunted associations for years. However, the exciting truth is that there are associations experiencing remarkable associations growth, proving their relevance in this rapidly changing landscape. As the world evolves, particularly in the digital age, associations are finding ways to thrive by adopting innovative strategies. The future belongs to associations that focus on a data-first approach, empowering their members to become co-creators of value. This article will explore how associations, like The Life Sciences Trainers and Educators Network (LTEN), have leveraged these strategies to achieve significant growth and engagement, providing a roadmap for others to follow.
Harnessing Data for Associations Growth
The membership association sector is undergoing a transformation. A recent benchmarking report from Marketing General Incorporated revealed that only 45% of associations grew their membership over the past year, and a mere 11% felt their value proposition was compelling. This stagnation can be attributed to the overwhelming flood of information available online, encompassing learning resources, networking opportunities, and various tools. Yet, certain associations have managed to adapt successfully, showcasing clear value propositions that attract potential members.
Take LTEN, for example. Under the leadership of Lauren Harbert and Laura Last, LTEN has witnessed impressive growth, with membership increasing by 15% annually. Additionally, attendance and engagement in their virtual programs skyrocketed by an astounding 406%. Not to mention, their publication, LTEN Focus magazine, has doubled its readership, reaching over 12,000 subscribers. These remarkable achievements are the result of strategic adaptations made in response to the changes brought about by the COVID-19 pandemic.
Reinventing Membership Models for Success
An essential driving force behind LTEN’s success has been the revitalization of its membership model. Traditionally, many associations operated on an individual membership basis. However, LTEN recognized that organizations were often more aware of the value of membership than individual trainers and educators. Consequently, they began offering corporate membership packages that allowed broader access and tiered pricing options.
This shift not only doubled LTEN’s total membership but also streamlined the signup process, making it easier for those within organizations to join. As noted by Last, organizations with fragmented roles related to learning can now have multiple members join without cumbersome approval processes, reducing friction and enhancing participation.
Yet, growth in membership alone does not equate to meaningful engagement. LTEN emphasizes that genuine participation is what truly matters. By leveraging data-driven insights, they are better equipped to enhance member experiences and foster deeper connections within their community.
Creating a Sustainable Member-Led Community
LTEN also demonstrates that the relevance of an association isn’t solely dependent on its staff but primarily relies on the active participation of its community members. Over the last two years, they have significantly expanded their board, advisory council, and member committees, striving to enhance engagement. According to Harbert, bringing in new perspectives and ideas has resulted in heightened enthusiasm and outreach across these groups.
To further boost engagement, LTEN has prioritized in-person networking opportunities, which have surged in demand as many members yearn for face-to-face interactions. These connections established during live events translate into greater recognition and collaboration during virtual events, strengthening community bonds.
Innovating for the Future: Certification in Life Sciences
Looking ahead, LTEN is not resting on its past achievements. One of its foremost ambitions for 2026 includes the development of specialized learning and training certifications pertaining to life sciences. As Last pointed out, differentiating their members as specialists in this field will not only enhance career prospects but also reinforce the value that LTEN offers to the broader industry.
Certification will give learners the credibility they need to stand out, and this new initiative aligns with LTEN’s commitment to continually evolve and provide value to its members.
Key Strategies for Associations Growth
LTEN’s impressive success can be distilled into three critical pillars of their strategy:
- Measure Value Effectively: Shift focus from vanity metrics like membership totals to meaningful metrics such as participation rates and member engagement levels. Implementing a comprehensive association management system can aid in this effort.
- Rethink Membership Structures: Consider corporate or enterprise membership models that simplify the onboarding process and allow greater inclusivity for members within organizations.
- Foster a Member-Led Culture: Refresh governance structures to represent diverse voices and ideas. Encourage members to take ownership of their association, thereby driving engagement and, ultimately, growth.
By adopting these strategies, associations can carve out a niche that not only competes with but also distinguishes their value from the plethora of offerings available online.
In conclusion, as demonstrated by LTEN, associations have immense potential to achieve robust associations growth through innovative strategies and a commitment to member empowerment. As they adapt to changing landscapes and embrace data-driven decision-making, the future of associations can be bright and impactful.
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