This is a broad question for what may be an even broader audience given the wide breadth covered by associations in our economy. Still, I think one issue looms large for any association — society or trade — in the coming year, especially considering the economy facing all association sectors. That dominant issue is the value proposition for members.

I can’t think of a study that examines how associations respond to economic shifts. There are plenty of anecdotal reports, but nothing rigorous. Yet, what association veterans have observed over the years is that association tend to lag markets by 12 to 18 months. On the face of it this makes sense. Association memberships are typically paid a year in advance. Therefore, it’s typical for members who view belonging to an association as a non-critical cost to let an existing membership stand and not renew if a downturn in their market or profession persists when the next renewal period arrives. An organization’s activities may slow down within a bad year, but the membership picture may not change until renewals are due.

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The feature article in the January 2011 issue of Associations Now, ASAE’s monthly magazine, is entitled: “How much risk is right?”. It contained a few useful points, but overall it was disappointing. It would have been more useful if the author had recommended a general framework to making decisions involving risk.

What I liked about it includes learning about author and consultant David Ropeik and his book “How Risky Is It, Really?” and referencing Paul Wehking’s observation that ‘continuing the status quo might actually bring more risk to an organization than making a change, which may or may not involve doing something new.’   That was the only value for anyone with any direct management experience.

No, I’m not looking for academic coursework on the subject from Associations Now, but it would be helpful to lift their aim a bit higher and make their articles more than thinly veiled ‘infomercials by vendor members’. Suggesting even one framework for working through strategic decisions involving risk would have been nice. For example…

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