Future-Proof Your Association by Adopting an Agile Mindset

Amid rapidly accelerating member expectations, associations face countless challenges to remain relevant and responsive. Each year, Forj takes on research to better understand these challenges so that we can provide you with actionable intelligence to tackle them. 

This year’s survey uncovered a common theme: embracing change, innovation, and agility is the only way to thrive. Associations that adopt an Agile Mindset will not only stay competitive but also lead the way in shaping the future of member engagement and learning.

The Changing Landscape of Member Engagement

The 2024 State of Association Member Experience Report revealed that members expect more personalized, flexible, and tech-savvy experiences. Traditional engagement methods and static learning models no longer meet the needs of modern professionals. 

Members are looking for associations that can adapt quickly, offer innovative solutions, and respond to their evolving preferences. The organizations that can keep pace will succeed, while those that remain stagnant risk losing their most valuable assets—their members.

This evolving landscape calls for associations to adopt an Agile Mindset that enables them to be proactive, innovative, and responsive to member needs. 

What Is an Agile Mindset?

At its core, an agile mindset isn’t just about implementing new tools or processes—it’s about creating a culture of continuous improvement, open-mindedness, and adaptability. Associations that embrace agility are better equipped to navigate the complexities of the modern landscape of community-driven learning. 

The good news is that adopting an Agile Mindset doesn’t require a radical overhaul of your culture. Many associations have already taken steps to enhance their agility, whether experimenting with new technologies or seeking member feedback more deliberately. These steps lay a solid foundation, and a continued focus on agility will help associations further amplify their impact.

Here’s how an Agile Mindset can help you transform your organization:

Adaptability and Flexibility

Be quick to adjust strategies, processes, and offerings based on member feedback, advances in technology, and unexpected challenges.

In an agile organization, change isn’t seen as a threat—it’s embraced as an opportunity. Agility requires associations to be quick and nimble, capable of adjusting strategies, processes, and offerings based on member feedback, advances in technology, and unexpected challenges. This adaptability ensures your organization remains relevant and able to meet members where they are.

Luckily, this is a skill you may have already honed. The pandemic introduced a sudden shift in how members could engage, requiring a pivot from in-person events to virtual conferences. This swing required associations to adapt quickly, offering hybrid solutions that catered to all needs and preferences.

Member-centricity

Flex a single-minded focus on member expectations and preferences and help them meet their goals through personalized and relevant solutions.

Agile associations put their members at the heart of everything they do. This member-centric approach means understanding and anticipating their needs, preferences, and goals. By maintaining a laser focus on delivering tailored solutions, associations can drive higher engagement, deeper loyalty, and greater non-dues revenue.

Consider how you can use your data from member interactions. This data can offer insights to help you develop personalized learning paths, event recommendations, or exclusive content that aligns with individual members’ professional goals.

Innovation

Embrace new ideas, methodologies, and technologies to enhance member engagement, learning experiences, and your organization’s overall value proposition.

An agile mindset fosters a culture of innovation where new ideas are welcomed and explored. Associations willing to embrace these changes with an open mind are better positioned to deliver more and better experiences to their members, which will evolve their value proposition and enhance member satisfaction.

While many associations have approached emerging technologies like AI with trepidation, the landscape is full of opportunity. Envision elevating the member experience by adopting cutting-edge technology like AI-driven learning. Offering something fresh and exciting will help your association remain ahead of the curve.

Experimentation

Encourage a culture where experimentation and calculated risk-taking are valued, allowing you to learn from both successes and failures.

Agility thrives on experimentation. Rather than fearing failure, agile organizations encourage a culture where testing and tweaking new approaches is celebrated. You can learn from both successes and failures, finding ways to iterate, improve, and continuously evolve with member needs.

Many associations have already started experimenting with different formats for delivering learning and other content—think micro-learning, live webinars, and your community platform. Use your data on member behavior to assess which formats drive the most engagement and generate the best learning outcomes.

Data-driven Collaboration

Enhance teamwork by openly sharing data to inform decisions, track progress, and adjust strategies in real time. 

Collaboration is essential in an agile organization, and it’s powered by data. By openly sharing insights across departments (even traditionally siloed ones), you can make more informed decisions, track progress, and pivot when needed. This transparency ensures that actions are based on evidence and member insights across the entire organization.

Consider how you’re tracking member engagement today. Can your data analytics help you identify patterns, such as which resources are most accessed or which events generate the most interest? Those insights can empower you to make adjustments to better serve members.

Download the 2024 State of MX Report

As associations strive to remain competitive in today’s environment, adopting an agile mindset isn’t just a choice—it’s a necessity. The 2024 State of Association Member Experience Report offers actionable insights from over 1,000 members of professional associations, revealing data on member expectations, member satisfaction benchmarks, and insights to advance your MX journey. Get your free copy of the report to learn more.