Engage or die: The fate of nonprofits and associations
Could trade associations, trade unions and other membership organizations be going the way of the newspaper — a dying model struggling to keep pace with its customers/members? Several signs indicate the old model of membership no longer works. Those working in professions or on behalf of causes no longer join associations out of obligation or a need to belong. But that doesn't mean they aren't interested in their field or cause. They are constantly seeking information and networks in multiple places. Today and in the future, associations must have a value proposition that recruits and retains members with the latest news and information and a customized set of benefits.
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