We are fast approaching six months since the UK government placed the country in a lockdown to slow the spread of coronavirus. With that announcement came immediate uncertainty and detriment to UK businesses, with no sector, barring outdoor pursuits and sanitising products, untouched. The membership sector has had to evolve and rethink many aspects of the membership offering, placing greater emphasis on value, output and future-proofing for the long-term good of their respective industry.
Back-to-basics
The COVID-19 pandemic has forced membership providers and associations to closely evaluate not only their membership offering, but the people behind their business and individual members. Furthermore, the hiatus in regular trading for many industries has provided a unique opportunity to upskill, audit and improve many aspects of their business in preparation for trading to resume. The input from membership organisations in facilitating these changes and improvements has been paramount. From digital marketing and social media training through to governance changes and financial support, it could be argued that the importance of the membership sector has never been so great.
Connecting virtually
With events on hold, seminars cancelled, and conferences postponed, the membership sector has thoroughly embraced the need to continue to provide training and networking online. With a total shift over to virtual conferencing and digital networking, it could be argued that members now have more opportunity and access to their peers, membership body and training resources than before. The continuing push to ensure member retention by providing optimum value means that across the sector there has been a notable increase in online training and networking resources, which continue to create meaningful partnerships and growth at the convenience of its members.
Member proposition value
In a bid to retain members, whilst also meeting the challenging confinements of budgetary margins, membership organisations have had to streamline their offering to focus on the core resources and benefits that will help their members through current challenges whilst keeping membership fees affordable and justifiable. With businesses across the majority of sectors trimming back on outgoings, membership value carries a new, insurmountable importance, placing responsibility on associations to provide added value that makes membership to their organisation an unquestionable expense.
Revisiting core values
With membership organisations restructuring their offering to meet the new normal, comes added opportunity to revisit and refer back to core values and mission statements in a bid to rebuild and reinforce the membership offering. In the face of adversity, the collaboration and comradery of the sector is a poignant reminder of the power of membership, with each association or organisation defined by a clear vision and goal within its respective sector. As we enter this new period of repair, rebuild and growth, the pandemic has required the sector to refocus on the factors at the heart of its existence. The pandemic has instilled a new-found respect and recognition of the importance of the membership sector, both to the providers and the members, in helping the UK to rebuild. As we embark on a recovery phase during the next six months, membership organisations must continue to work with their core values at their heart and their members at the forefront.
CJ Association Management is an established, specialist association management company providing support services tailored for the membership sector.
Leave A Comment