Nearly every association has goals for growth, but many do not have the necessary infrastructure to support it. Without the right leadership, staffing, operational processes, and strategic framework, growth is difficult to achieve and even harder to sustain.
Regardless of how growth is defined, the underlying requirements are the same. Associations positioned for long-term success have a strong foundation in place to support new opportunities, navigate change, and sustain progress over time.
So, how do you know if your association is actually prepared to grow? The following are key indicators that your association should take a step back and re-evaluate its current infrastructure before executing lofty growth plans.
5 signs your association probably isn’t ready for growth.
1. Leadership is focused on day-to-day operations rather than strategic direction.
Your association leadership should be dedicating at least 20-30% of their time on association strategy. Are your executive staff and board of directors bogged down by the details and daily operations of keeping your association afloat rather than the big picture thinking and strategy development that moves your association forward?
2. Staff and volunteers are stretched thin with more work than capacity.
Consider where your association staff and volunteers spend their time. Are they stretched thin in the minutiae? Are they already wearing too many hats and one more would tip the whole operation over?
3. Key functions (membership, marketing, events) lack the expertise needed to grow.
Association staff is often required to manage responsibilities across multiple disciplines, including areas outside their primary expertise. Do your growth goals require more specialized expertise than you currently have on your team?
4. Membership growth, retention, or engagement is stagnant or declining.
Is your association keeping a pulse on what your members really want from you? Are you remaining competitive in an increasingly competitive landscape? If your association isn’t listening and adapting, there’s a very real risk that you’re falling behind.
5. You’re feeling pressure to adapt as your industry and member expectations evolve.
Does your association have the operational flexibility and culture necessary to meet the pace of change? Many associations want to position their organization as a premier partner and expert source. Achieving this goal mandates that the association stay abreast of emergent changes, evolve quickly, and jump at the opportunity for advantageous change.
It’s time for a check-up.
If you find yourself relating to the above, you’re not alone. Membership-based organizations led by volunteer board of directors face unique hurdles to accomplishing their growth goals.
Impact Association Management's free 5-question guide ensures you can effectively evaluate your association’s current structure, strategy, and overall capacity to grow, adapt, and stay competitive in your industry. It provides the core questions necessary to help you audit your current state and project into the future. You’ll also find helpful suggestions for how to find the answers to those questions so you and your board can move forward with confidence. Download your free guide!