Growth strategies for associations

Better serving the members, providing value, and building engagement is currently the name of the game in association management around the world. Sister associations in different regions are increasingly competing with one another to grow their share of the market, regionally and internationally.

Much like what happens in the private sector, the need to adapt products and services to an increasingly informed and demanding market implies evolutionary change, continuous improvement, and constant learning. Scarce human and financial resources require to focus on priorities and carefully manage the risks of growing programs and activities, and/or transitioning into new markets.

Generating alternative revenue streams, alongside the fee structure for the membership, is extremely challenging. This session aimed at demonstrating how leading associations have successfully introduced growth strategies and have had to adjust their business or operating models to facilitate the implementation of their expansion plans.

Participants had the opportunity to discuss various growth strategies and gain hands-on experience from speakers and delegates who have already successfully embarked on such strategies.

Our prestigeous panel was composed of Lori Andersen, CEO, International Sign Association (ISA); Hélène Nicora, Chief Representative Officer – Europe   International Trademark Association (INTA), and David Macadam,CEO, Middle East Council of Shopping Centers (MECSC) & International Council of Shopping Centers (ICSC). The panel was co-moderated by Terrance Barkan, Chief Strategist, GLOBALSTRAT and Hervé Bosquet, International Advisor, GAHP.