4 trends you should look out for as you head into a year of growth and success.
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Hello and welcome to JP Moery’s Association Hustle Podcast. Founder of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.
Here are four or five items that I expect to be trends as you head into a year of growth and success.
Member dues escalation and implementing cost of living increases will be more prevalent in 22.
From all the client activity that I’m seeing right now, membership dues escalation and implementing cost of living will continue to become the norm. Another part of that is that associations are looking at new and adjacent membership groups or demographics they may not have served before. Once that starts to happen, we have more influence, more grassroots networks, and more capacity to reach folks that our benefits and services can serve. Eventually, they’ll want to attend meetings and events.
Continued growth of micro-credentialing from associations.
You’re going to see these little areas of emphasis, expertise, small training classes, little micro-credentialing, and certifications. I think it’s going to become the norm for not only this being offered by associations, but by all sorts of educational groups.
Increasing surge volunteerism.
One of the things that we’re starting to see from our younger demographics is they necessarily don’t want to stay around for 20 years to be on our committee. They want to get involved in something that they’re passionate or interested in, and then they want to move on. This is specifically going to be designed to connect younger members with our organization.
We will continue to see soft event participation from a live event perspective.
Some organizations will see a surge in activity and high attendance rates, but I think we’ll see soft attendance by large. Probably off maybe 10% of our previous 2019 levels. Membership development is an ongoing process, and that will be one of the themes of this year.
There’s one thing that we know, membership segments, membership development, recruitment, retention, and engagement is going to become much more ingrained in association DNA.
Those are some of the items I look forward to seeing in 2022. I look forward to being with you on the journey. Talk soon.
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