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While corporations often dominate headlines, associations quietly contribute to public discourse and problem-solving. There is no good reason why the Association Community should be so quiet. Associations can elevate the conversation and demonstrate value as we experience significant societal challenges.
According to the Pew Research Center (study September 2019), the significant problems facing the country are:
Affordability of Health Care,
Drug Addiction,
College Affordability,
Federal Budget Deficit,
Climate change,
Economic Inequity,
Racism,
Illegal Immigration,
Terrorism,
Sexism, and
Job Opportunities.
Pew continues by discussing age differences in viewing issues, the political or ideological divide, and race and ethnicity perspectives. Over the years, the problems have rearranged themselves, but the list remains remarkably consistent.
Numerous associations tackle complex issues, providing distinct viewpoints and practical solutions. These associations act as central hubs where experts, practitioners, and engaged citizens come together. They play an essential role in advancing society, fostering meaningful discussions, and promoting effective solutions through active engagement, advocacy, and collaboration.
Despite their pivotal role, associations often operate in the background. Why?
The Association Challenge
Risk Aversion: Associations tend to err on caution, fearing controversy or backlash. However, calculated risks can pave the way for meaningful change.
Media Visibility: Mainstream media often overlooks association efforts, favoring corporate and political narratives. This lack of visibility perpetuates associations’ invisibility.
Strategies for Elevating the Discussion
Advocacy and Expertise: Associations must actively champion evidence-based policies, leveraging their specialized knowledge to influence decision-makers and public opinion.
Collaboration and Strategic Alliances: Forming strategic partnerships with businesses, nonprofits, and government agencies amplifies the impact of collective efforts. Collaborating with corporations on shared challenges aligns with corporate social responsibility initiatives and association goals.
Media Engagement: Associations should proactively engage with the media, disseminating research findings, success stories, and expert insights to raise their profile. Do not merely send a news release. Make personal one-on-one media relationships. We live in an age of digital and electronic media norms. Work it!
Public Education: Hosting workshops, webinars, and public forums helps educate citizens about critical issues, fostering engagement with diverse audiences.
Innovation and Risk-Taking: Embracing and piloting new approaches showcases associations’ commitment to progress.
Measuring Impact: Transparently reporting social impact metrics beyond financial indicators demonstrates associations’ contributions to positive change.
Joint Advocacy Campaigns: Collaborative advocacy efforts amplify voices and increase the likelihood of policy impact, driving meaningful change on a larger scale.
Associations cannot permit their risk aversion and old-style traditions to avoid many controversies in our disruptive times. If they fail to step up to the issues in the public sphere, they will look back years later to see their relevance greatly diminished.
Let me know what you think.