Associations in all industries are struggling for survival. The trends of disengagement that plague our businesses are only further exacerbated among our volunteer ranks. Requirements for time, travel and even attention (how many members are reading your newsletters?) are no longer viewed as invaluable investments but unnecessary interruptions. The guardians of fellowship, mentoring and encouragement are giving way to generations unbounded by walls, uninhibited by rules and intolerant of exclusion. Face time has been replaced by fast time, and rules of order to orders of chaos.
Associations must speak the language of meaningful over monetary where transparency is tantamount and skunkworks projects are the standard. These are the areas where only associations can abide. Business can and should have a higher purpose, but associations are the one place where "higher" is the purpose. Associations must strive to be a place free of internal politics and positional policies, where the diversity of membership provides a uniquely enriching experience because each member is both customer and supplier. Transactions are not measured in money exchanged but in quality enriched. Associations must do more than educate and inform, they must create experiences that inspire and transform.
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