This document discusses global trends impacting associations. It outlines who ASAE is as an organization and provides statistics on the size and scope of associations in the United States. Key trends discussed include demographic shifts towards multiple generations and a growing Hispanic population, the blurring of sectors as non-profits engage in for-profit activities, pressure on volunteerism from economic factors, the rise of networks to organize and enable associations, and advances in technology especially regarding mobile access and content from various sources. The convergence of these trends presents challenges but also opportunities for associations to thrive and create value in new ways.

1. Global Trends in
Association Management
John H. Graham IV, FASAE, CAE
President & Chief Executive Officer
ASAE
Washington, DC

2. Agenda
• Who We Are
• Association Market in the United States
• Trends Impacting Associations
• Q&A

3. Who We Are

4. Who We Are
ASAE: The Center for Association Leadership
Founded in 1920
Based in Washington, DC, with representative
offices in South Korea and China
21,000 members
10,000 organizations
United States and 50 countries

5. What We Provide
LEARNING KNOWLEDGE
COMMUNITY ADVOCACY

6. Association Market in the U.S.

7. In the United States …
1 in 3

8. In the United States …
… Associations represent virtually every
profession and industry sector.

9. Size & Scope of U.S. Associations
• There are roughly 92,000 trade and
professional associations in the U.S.
• There are nearly 1.3 million
charities, foundations, and similar
organizations.
• Other types of tax-exempt entities in the U.S.
include social welfare organizations, labor
unions, colleges and
universities, churches, veterans’ groups, and
more.

10. Trends Impacting Associations

11. Trends Impacting Associations *
Demographic
Shifts
Sector Blurring
Volunteerism
Technology
Advances
Networks
Organize/
Enable
*Adapted from Convergence: How five trends will reshape the social sector,
The James Irvine Foundation and La Piana Consulting, November 2009

12. Demographic Shifts
1%
3%
18%
30%
39%
6%
0% 10% 20% 30% 40% 50%
Under 25
25-34
35-44
45-54
55-64
65 or older Typical age
distribution
of a
professional
society
…today
McKinley Marketing
Member Research

13. Demographic Shifts
Multiple generations working side-by-
side
Learn to share leadership across
generations and cultures.
Growth in the Hispanic population is
huge. By 2050, 1 in 3 Americans will be
Hispanic. Now 1 in 7.

14. Technology Advances Us
Associations have been quick to adopt
social media
 Now need to improve ability to effectively
choose among the channels
 No single organization-wide identity
Mobile is it

15. Technology Advances Us
Mobile Impacts Multiple Aspects of Our
Work
 Web, tablet, and smart phone platforms
 Advertising is different on each platform
 Content distribution is different on each
platform

16. Prediction…

17. Prediction…

18. Evolution of Mobile Access

19. Technology Advances Us
Content now from three different sources
 Association
 Members
 Outside sources
The trick is to aggregate content from all
three sources, package it, and deliver it in a
format the end user wants.

20. Networks Organize/Enable Us
Applying the new ways of networking to
the traditional model.
 Allows for deeper, more meaningful collaboration
 Opens and encourages a global and diverse community of
thought and practice.
Associations may no longer be
“institutions.”
 Less focused on the organization as a central unit
 Find ways to have impact across networks and programs.
 Forge new and/or collaborative partnerships.

21. Volunteerism Under Pressure
Economic & time pressures make Virtual
Volunteering and Micro Volunteering more
attractive.
Challenged to align volunteer opportunities
with an increasingly diverse pool of
volunteers.
Engage in meaningful work.

22. Sectors are Blurring
More for-profit organizations see
the value of “doing well by doing
good”
More not-for-profit engaged in for
profit activities
Challenge to associations is to
thrive in a blended economy

23. When Five Trends Converge
Demographic
shifts
Sector blurring
Volunteerism
Networks for
organizing
Technology
advances

24. It is the convergence of trends in
motion and the accelerated
speed of change that can distract
us from creating and delivering
on real value.

25. Questions and Comments

26. Speaker Contact Information:
John H. Graham IV, FASAE, CAE
President & CEO
ASAE
Phone: +1-202-626-2741
E-mail: jgraham@asaecenter.org