john graham - the added value of associations in a fast changing and connected world
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Global Trends in Association Management
John H. Graham IV, FASAE, CAEPresident & Chief Executive Officer
ASAEWashington, DC
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Agenda
• Who We Are • Association Market in the United
States• Trends Impacting Associations• Q&A
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Who We Are
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Who We Are
ASAE: The Center for Association Leadership
Founded in 1920
Based in Washington, DC, with representative offices in South Korea and China
21,000 members
10,000 organizations
United States and 50 countries
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What We ProvideLEARNING KNOWLEDGE
COMMUNITY ADVOCACY
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Association Market in the U.S.
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In the United States …
1 in 3
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In the United States …
… Associations represent virtually every profession and industry sector.
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Size & Scope of U.S. Associations
• There are roughly 92,000 trade and professional associations in the U.S.
• There are nearly 1.3 million charities, foundations, and similar organizations.
• Other types of tax-exempt entities in the U.S. include social welfare organizations, labor unions, colleges and universities, churches, veterans’ groups, and more.
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Trends Impacting Associations
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Trends Impacting Associations *
Demographic Shifts
Sector Blurring
Volunteerism
Technology
Advances
Networks Organize/ Enable
*Adapted from Convergence: How five trends will reshape the social sector,
The James Irvine Foundation and La Piana Consulting, November 2009
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Demographic Shifts
Under 25
25-34
35-44
45-54
55-64
65 or older
0% 10% 20% 30% 40% 50%
1%
3%
18%
30%
39%
6%Typical age distribution
of a professiona
l society
…todayMcKinley Marketing Member
Research
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Demographic Shifts
Multiple generations working side-by-side Learn to share leadership across
generations and cultures.
Growth in the Hispanic population is huge. By 2050, 1 in 3 Americans will be Hispanic. Now 1 in 7.
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Technology Advances Us
Associations have been quick to adopt social media Now need to improve ability to
effectively choose among the channels
No single organization-wide identity
Mobile is it
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Technology Advances Us
Mobile Impacts Multiple Aspects of Our Work
Web, tablet, and smart phone platforms
Advertising is different on each platform
Content distribution is different on each platform
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Prediction…
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Prediction…
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Evolution of Mobile Access
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Technology Advances Us
Content now from three different sources Association Members Outside sources
The trick is to aggregate content from all three sources, package it, and deliver it in a format the end user wants.
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Networks Organize/Enable Us
Applying the new ways of networking to the traditional model. Allows for deeper, more meaningful collaboration Opens and encourages a global and diverse community
of thought and practice.
Associations may no longer be “institutions.” Less focused on the organization as a central unit Find ways to have impact across networks and
programs. Forge new and/or collaborative partnerships.
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Volunteerism Under Pressure
Economic & time pressures make Virtual Volunteering and Micro Volunteering more attractive.
Challenged to align volunteer opportunities with an increasingly diverse pool of volunteers.
Engage in meaningful work.
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Sectors are Blurring
More for-profit organizations see the value of “doing well by doing good”
More not-for-profit engaged in for profit activities
Challenge to associations is to thrive in a blended economy
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When Five Trends Converge
OUCH!
Demographic shifts
Sector blurring
Volunteerism
Networks for organizing
Technology
advances
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It is the convergence of trends in motion and the accelerated speed of change that can distract us from creating and delivering on real value.
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Questions and Comments
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Speaker Contact Information:
John H. Graham IV, FASAE, CAE
President & CEOASAE
Phone: +1-202-626-2741E-mail: