The rules of engagement have changed: Are professional nonprofit associations a viable model in a multigenerational workforce?
Professional associating has changed as nonprofit organizations face struggles of sustainability and significance within a shifting workforce. In 2022, 47% of associations reported a decline in total membership. Recruitment results have been trying at best, with membership retention an even tougher sell for many leading professional associations. In some industries, conference and event attendance have not fully recovered from pandemic-level lows. The rules of engagement have changed, but with a modern multigenerational workforce in place, how can nonprofit leaders ensure the viability of the organizations they serve into the future?
There was a time when you didn't miss the conference. As a professional, it was the proverbial "right thing to do:" joining your professional organization and perhaps assuming a leadership role on the board of directors. It added relevance and trusted authority in one's chosen field. Multi-day conferences were an opportunity to spend time with professional friends from across the miles in the hotel lobby bar. But things have changed. We have much to unpack in the way many professional associations still choose to assemble.
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