Although COVID-19 is still here and does not appear to be going away quite yet, it is important to focus on recovering and building up your association again in 2021. You might have to look at your strategic plan and shift gears a bit but it is important to continue to remain flexible as you strategize about the upcoming year. As of now, there are still so many unknowns. Will events be back? Are members tired of Zoom? How will a vaccine impact our daily lives? Are members able and willing to continue paying membership? These are all questions to consider when brainstorming strategies for 2021.
Our team member, Jill Miller, attended Wild Apricot’s webinar titled, “After the Crisis.” They focused on the idea that strategy is not sacred. It can and should be changing as the world around us does. The most important piece of your association's strategy is the destination. If you have to take an unexpected detour, that is fine! Keep your eyes on the goal. If the goal is growing membership, do not change that just because members are unable to attend an in-person event. Find new ways to reach your goal and don’t be afraid to think tank this with members outside of the immediate circle. You might find creative ideas from other members, other associations, or online resources like blogs or webinars.
In order to maintain members and instill the idea of recruitment and referrals in the upcoming year, you must get them engaged. Keeping members engaged will you help you to reach almost any other goal you have within your organization. In order to do this, continue to interact with them on social media. Respond as soon as possible to comments, both good and bad. It is also important to give members your full attention. Wild Apricot compared this to treating every contact from members like they are calling you on the phone. Lastly, seek out new volunteers. Because personal lives have changed this past year, there might be new openings for volunteers. Someone who once commuted an hour a day to the office, might now have an hour to commit to content development.
Finding fresh new volunteers, can also allow your organization to do more than it once could. 2020 has reinforced the importance of communication. This often feels like an overwhelming task for the President, but adding new volunteers can alleviate some of that strain. Have your AMC or volunteers reaching out to new members, checking in on those that might not have attended any virtual events, and more! Delegation is important as your organization continues to grow.
Although we have accepted this as our new normal, things will continuously be changing and evolving. We may take 5 steps forward and then 3 steps back and that is okay. Plan out your upcoming year and learn to let go in some ways. This can be frustrating for a leader who might only have one year in this position but it is what’s best for the association.