Membership Value Isn’t Dead, But It Has Changed
Part 1 of a series on how membership is changing across professional societies and trade associations Members haven’t stopped looking for value. They’ve simply become much more selective about where they find it. Many associations are asking the same question right now: Why is membership declining? But there may be a more important question underneath it: What has fundamentally changed about […]
Associations May Be One of the Best Antidotes to Loneliness
Depending on which survey you read, somewhere between 20% and 60% of Americans say they feel lonely. That is a staggering number. We often think of loneliness as a personal issue, but increasingly, it is becoming an organizational and societal challenge too. Employees feel disconnected. Young professionals struggle to build meaningful networks. Longtime members retire […]
Why Professional Associations Matter More than Ever in Niche Clinical Fields
by Juliet Perrachon, Senior Director, Marketing & Communications at NorthStar Last week I had the privilege of attending the annual PENS conference, where my role was to better understand who our members are and what drives them. What I discovered went far beyond one professional society. It raised a broader question that applies across healthcare […]
A Rebrand Isn’t a Design Project. It’s an Organizational Decision.
Every association reaches a moment where its brand no longer matches where it’s going. Sometimes it’s subtle.Membership growth slows.International engagement doesn’t convert.New audiences don’t quite “see themselves” in the organization. Other times, it’s more obvious.The name feels limiting.The story feels outdated.The brand reflects who you were – not who you’re becoming. And that’s when the […]
Cutting Through the Noise: How Associations Support Members in a Changing World
Three Ways Associations Build Trust and Confidence Amid Uncertainty There’s no doubt about it — the world is changing, and it’s changing fast. Technology is evolving at lightning speed, from artificial intelligence to innovations that reshape how we work. Industries are laying off employees by the thousands, economic conditions shift with little warning, and political uncertainty seems […]