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Thom Singer is an executive search consultant with Stanton Chase International, a professional speaker and master of ceremonies who works with associations and companies to help them maximize the human connection side of business.

Building your network -- your connections to people -- is crucial because nearly all opportunities in life and work come from people. With the massive changes and challenges in 2020, many associations are reflecting on how those were handled and thinking maybe it's time to grow with new leadership. Association members are looking for safety, they want to know there is a light at the end of the tunnel because many industries are facing economic hardship; they're looking for change, that human connection, and if you're not providing it they will look elsewhere for it.

Connections from the past will be vastly different than connections moving forward with new technology tools, apps, software and virtual events playing a major role. During a pandemic of isolation and loneliness, associations have to be proactive in bringing people together digitally and physically — they need to take ownership of that and show their membership what they can do.

Visit https://www.marybyers.com/contact/ for links to join the conversation on our social sites.

© 2021 Mary Byers

Keith Chamberlain is Director of Membership & Experience at the Healthcare Financial Management Association who co-led a digital business model transformation with a Netflix-inspired, all-access structure.

The 3-prong project included a new business model, new technology platform and realigning staff to support the new initiative -- all of which put HFMA in a great position when the 2020 pandemic occurred in the U.S.

We're talking about the human-centered design thinking process they used to conduct a unique strategic planning process in which hundreds of members were interviewed to develop themes and priorities that led to the 3-prong transformation to deliver what those members said they needed and wanted from the association.

The new all-access membership offering includes a number of digitally delivered benefits that used to require ala carte purchases including online education, certifications, a new online community and unlimited web content.

Within one year HFMA experienced a 36% growth in new individual members and retention rates improved by 4.5%.

Visit https://www.marybyers.com/contact/ for links to join the conversation on our social sites.

© 2021 Mary Byers

JT Forbes is the executive director of the Alumni Association at Indiana University. At the start of his tenure some referred to their membership as a "leaky bucket" -- retention rates were not what they expected them to be compared to the actual alumni population.

JT took on the challenge of going out and listening to alumni, trying to understand what wasn't working so the association could improve the member experience.

Doing some empathy research and design thinking exercises led to a new way of framing membership at Indiana University's Alumni Association. The result? Members now have a shared cause of making the university stronger and helping other alumni, and now the Alumni Association can focus on proud members, building those relationships and creating journeys for them.

Listen in as Mary talks with JT about how he led this initiative and the new membership model they created.

Visit https://www.marybyers.com/contact/ for links to join the conversation on our social sites.

© 2020 Mary Byers

This week JP Moery explains why it's important to have a pulse on your organization's culture followed by three incentives you can use to help recruit new members.

Show notes: https://moerycompany.com/episode-252/

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There's is certainty in these "uncertain times" for associations and we need to act and adapt to these certainties if we want to thrive moving forward.

Show Notes: https://moerycompany.com/episode-238/