Membership bodies and societal changes top tips from agnes jumah
Key societal changes affecting professional bodies Agnes Jumah
“Mobile devices will outnumber people in 2013.” Alison Dodd, Commercial Director, The Cloud1. Technology and the internet• The continued growth in online activity in every area of life e.g. research; service/price comparison; everyday transactions such as banking.• The move towards the increased use of mobile devices and a decline in desktop PCs.• Personalisation, geo-targeting and connected interactivity such as near field communication (NFC) to become the norm. 1 Agnes Jumah
“Given the sort of [ageing population] data given to us in evidence, its pretty clear we have major social change coming…” Lord Filkin, Chair of House of Lords Committee on Public Service & Demographic Change2. Ageing population and changes in attitude to age• From ‘Baby Boomers’ to ‘Digital Natives’: the generational differences of your members will be extreme.• The needs and engagement preferences of different generations will vary widely.• Segmenting members solely by age will become wholly inaccurate. 2 Agnes Jumah
“…buzzwords such as accountability, responsibility, transparency, and cost-effectiveness are receiving increasing attention and significance.” Gloria Shontz, The New Age of Accountability3. The growing need for accountability, transparency and best practise.• Libor rate rigging, horse meat; phone hacking; Enron, etc., high profile scandals and their subsequent inquiries are more frequent.• The general public is more conscious of best practise and calls for greater transparency and accountability of practitioners in most sectors.• Professional, membership and representative bodies will be increasingly required to set standards, defend good members or strike off poorly performing members in a fair and open process. 3 Agnes Jumah
“Membership has lost its meaning amid an audience that no longer wants or needs to be a member…” Sarah Sladek, The End of Membership As We Know It4. Views of membership• With changes in technology, information traditionally owned by membership organisations is available free online.• Generation Y sees networking beyond the boundaries of membership – and doesn’t want to pay for the privilege.• The ‘membership badge’ has lost some of its status amongst younger generations – unless membership is compulsory or there is a significant benefit. 4 Agnes Jumah
What does all this mean for professional bodies? Here are some top tips.• Staying on top of technology at a level above what your members expect. E.g. responsive website design; personalised communications; social media interaction.• Fully understanding who is in membership, and intelligently segmenting your member base. E.g. data cleaning processes; on-going member research; efficient/effective CRM system.• Maintaining a high profile and championing the accountability and standards of your members. E.g. having a solid policy position; proactive PR activity; robust and transparent conduct procedures.• Proving membership value and providing your members with something unique. E.g. strong leadership on issues that matter to your members; on-going sector research and ensuring your offering is joined-up for a seamless membership experience. 5 Agnes Jumah
Interested in more? Then please: Email me: firstname.lastname@example.org Follow me on Twitter: @AgnesJumah1Connect with me on LinkedIn: uk.linkedin.com/in/agnesjumah/
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