Back to unite
Associations face various challenges: increasing legislation and regulations require flexibility from both the associations and their members, the revenue model is under pressure due to market consolidation, among other things, and there is an increasing focus on realizing social impact. Challenges that cause a lot of attention to go to the technical and operational matters and less to the core task of unite.
We believe that, especially in these times, there is a great role for associations to be the connecting force in society, by going back to uniting, by involving the outside world and by looking together for the future of the association.
In recent years, we have had the opportunity to assist several associations at home and abroad in finding their next level on strategy and leadership. Because besides the fact that the strategic direction of the association must match the current zeitgeist, this also requires something different in terms of mindset, behavior and leadership of the organization.
Step by step in search of the next level
From the outside in: embracing social developments
It begins with a outside-in-perspective: as an association understanding and living through what is happening in society. Not only on the basis of facts and research, but precisely by experiencing, entering into dialogue and actively seeking the connection. What is going on in society, with members and with the end customer/consumer? Experiencing this yourself creates another level of insight that goes beyond logic. Insights that are about urgency and needs for the broader community. Which we can then translate into new value creation in terms of services and products.
Association versus Uniting: back to uniting
Associations need to redefine themselves: from an instrumental organization to a vibrant community. In this, we can draw inspiration from the three forms of friendship of Aristotle: the usefulness, the pleasure and the good.
- The Utility: Practical benefits of membership, such as networking opportunities and purchasing advantages
- The Pleasure: Organize fun and relaxing activities to strengthen bonds between members
- The Good: The most enduring form of friendship is the one based on shared values and the impact you want to make together
Integrating these elements creates a close-knit community in which members feel connected.
Building a lived course together
Finally, it is essential to shape the future of the association together with members, partners, and other stakeholders. Inspiration and challenge by others lead to a widely supported and inspiring direction.
BOVAG did successful coursework with Fresh Forward in 2013 and in 2023. Both times this resulted in an inspiring, lived-through and directional course. BOVAG experienced both trajectories as successful because of Fresh Forward's unique approach, which not only shows the changes in society and business, but above all lets them experience them. This ensures a lived course, which is widely supported by our entire organization due to the chosen approach.
Peter Niesink, Director of Bovag
Conclusion: Bringing Back the Human Dimension
Associations can get oxygen by focusing on the human touch. We do this by creating a outside-in-perspective, build communities and shape the future of the association together. This not only brings life to the association, but also creates a positive, connecting force in society. It is time to get back to what really matters: uniting people and making impact together.
By Miriam Teoh-Wijers, Hilversum July 10, 2024
