By, Hannah Lier, Association Manager
A great benefit of associations is that they can transcend beyond local boundaries and become wide reaching enough for global engagement. I recently attended an online webinar with panelists focused on, “Looking Ahead: The Future of International Association Engagement and Impact” through American Society of Association Executives (ASAE) and below are some key details I pulled from the webinar.
1. Going global means going local.
If your association is thinking about expanding internationally, be sure you have some local contacts in the new region that understand the area and local customs.
This is especially important as it can be harder for an association to continue to grow virtually as different cultural nuances such as body language occur and are easier to understand face to face.
2. Customization and relationship building is essential.
As an international organization looking to connect with members, be sure to develop and gather globally neutral content as well as focus on key areas that require customization.
For example, it’s beneficial to have overarching body of knowledge pamphlets on board governance but then specialize it for issues that each local region is currently facing, such as how it may differ with various board members.
Be sure to research ahead of time so your association knows what the target audience cares about, what they do well, what they don't do well, and how your association can complement other associations.
This is essential when thinking about how your association can compete with or complement already existing international associations.
An association model focused on members and consumers in one country may not be ideal in another country where their focus is more advocacy- and government-centric.
3. Community is about people.
A key component of joining an association, whether it be a local or global association, is forming connections between individuals.
The association’s main priority should be the best interest of the people who regularly engage with it.
This can be done through listening to members’ needs, promoting diversity, equity, inclusion and belonging on all levels and providing a sense of control and autonomy.
Overall, taking an association from local to global requires a strong mission, vision, and members dedicated to the growth and development of the organization.
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