These are dynamic times for associations, with changes occuring on multiple fronts. This is a run down of the top 4 changes they should be thinking about from our perspective.

1. 4
MAJOR CHANGES
Facing
Associations Today
by Mike Hillegass
Senior Solutions Consultant

2. INTRODUCTION
These are dynamic times for associations. Changes are taking
place on a host of fronts, from how associations communicate
with members and policymakers to how they recruit and retain
talent. And it’s an election year.
We have been providing critical insights to association leadership
for over two decades on the full spectrum of association
initiatives—such as increasing membership and engagement,
building public education, enhancing industry reputations, and
launching advocacy campaigns. Our point of view helps our
clients tap into both individual and societal values that inspire
target audiences into action.
Here are four important changes that association leadership must
address to stay competitive and relevant.

3. 1DEMOGRAPHIC CHANGES:
Baby boomers are retiring and Millennials are moving in. Not only are new target audiences younger
but they are increasingly international. This goes for new hires and new members too.
Implications:
• Market sizing updates
• Redefine and better understand target audiences—needs, desires, communication channel
preferences, etc.
• Test messages with each audience of interest

4. PLATFORM CHANGES:
Mobile is now mainstream. This presents new opportunities for engaging internal and external
audiences and making your association more relevant.
Implications
• Dynamic user experience of digital content
• Stakeholder journey disruptions
• Channel-specific communications strategies
2

5. 3
MEASUREMENT CHANGES:
Association success has historically been defined by policy wins and membership growth. But societal
values play an increasing role in how an association is perceived to have shared values with its
stakeholders.
Implications:
• Strategic planning
• Values-based communication strategies
• Redefining tracking metrics and ROI

6. 4POLITICAL CHANGES:
Elections bring uncertainty and often change. Associations must be in tune with how any outcome
can impact its broad stakeholder set and be prepared to act.
Implications:
• Strategic planning
• Stakeholder alignment / Advocacy mobilization
• Communications strategy

7. ABOUT THE AUTHOR: MIKE HILLEGASS
Mike is a Senior Solutions Consultant
with Heart+Mind Strategies. He boasts more than a
decade of communications strategy leadership and
consulting Michael has also led communications and
consulting programs for a broad range of non-profit and
Fortune 100 clients.
Prior to joining Heart + Mind, Michael served as Vice
President, Managing Director of Qorvis MSLGROUP
where he led federal sector business development and
expanded the government practice through high profile
government campaigns including award-winning work for
USAID and the government of Mexico.
mhillegass@heartandmindstrategies.com

8. How people
think.
What they
feel.Why they
behave a
certain way.
How to
motivate
them.
We see things others miss
www.heartandmindstrategies.com