SmithBucklin, an association management company, released its annual Circuit publication highlighting 20 key trends it has identified for associations and event professionals to watch and accommodate in 2018.
The bulk of the magazine features in-depth information about each of the company’s 20 association trends, issues and developments, which touch on the topics of loyalty, education, content, membership, advocacy and attendee experience. The publication also shares information about SmithBucklin and its client organizations.
“One of the unique aspects of the work we do as a company is our ability to observe—and then share and discuss within our walls—the topics, strategies and opportunities that are common across organizations that serve different industries and professions,” said SmithBucklin President & CEO Matt Sanderson. “This allows us to stay current, and also creates value for our colleagues and the client organizations we serve.
“But our intention in creating Circuit is to synthesize our learnings from both inside and outside the association world with the hope that associations can use this information to grow and evolve," Sanderson added. "We hope this industry resource will contribute to the success of associations everywhere.”
Following is an overview of SmithBucklin’s 20 association trends and topics for 2018:
1. The Never-Ending Pursuit of Loyalty: Associations will continue to look for ways to build strong relationships with members in 2018. New association initiatives that will improve membership retention include valuing actions more than words and capturing and acting on feedback, according to SmithBucklin.
2. The What Versus the Why: In the realm of education, “learning” is better than “training.” Training is more focused on a skillset and learning is more of a process that is ongoing and involves critical thinking.
3. Tailoring Non-Dues Revenue: Non-dues revenue will continue to be top-of-mind for associations in 2018. Tradeshow floor education, sponsored content and research grants are new avenues to explore.
4. Millennials – Not So Different After All: Millennials represent the majority of the workforce and the association industry is no different. It’s time to debunk the Millennial myths and also talk about Gen Z.
5. Trusted Stewards During Times of Change: During times of uncertainty such as the rapid growth of an industry, associations play a vital role in helping stakeholders successfully navigate change. 2017 will perhaps go down in history as “the year of uncertainty and change” and 2018 will likely follow suit.
6. Be Prepared for the Unexpected: The issue of emergency preparation and management is unfortunately on everyone’s mind following all that occurred in 2017. Associations need to be ready to do everything they can to help prevent natural and manmade emergencies from detrimentally affecting their events.
7. Content You Can Count On: Associations have an abundance of content and expertise at their fingertips and continuous, self-sustaining content can be utilized to advance your overall mission and create authority.
8. Collaboratech: For associations, collaboration is key to everything from managing a successful event to keeping volunteers engaged. Collaboration technology can help an association become more effective.
9. Mission Impact: 2018 is the year to ask: How will we make our organization better? The answer can help ensure both relevance and the achievement of the association’s mission, SmithBucklin notes.
10. PDA: Public Displays From Associations: An association is uniquely positioned to be an advocate for the industry or profession it serves. Increasingly this component has become even more of a priority.
11. Balancing Data With Experience and Intuition: Associations have a wealth of data at their fingertips. While collecting data was a large initiative for many in 2017, it’s now time to explore how to most efficiently use it.
12. Association as Alma Mater: Associations offer unique education that cannot be experienced anywhere else. It’s time that associations embrace their role as a primary educator of the workforce.
13. Experiences Off the Beaten Path: Association event planners are always on the lookout for the next innovative idea. SmithBucklin suggests the path to success is by following the examples of others.
14. The Power of Fact-Based Advocacy: Fact-based arguments are now more essential than ever for associations looking to stand out in a sea of passionate arguments. SmithBucklin suggests a few simple rules that associations can follow in 2018 in their arguments: be incisive, tell the truth and be kind.
15. Return on Event Savings: Saving money or staying within budget will continue to be important for association planners in 2018. Overall, anything new should provide a valuable return.
16. The Ultimate Idea Incubators: Associations can be truly remarkable places to incubate creative new ideas about the industries, professions and areas of knowledge they serve, according to SmithBucklin.
17. Don’t Guess, Assess: Completing a thorough needs assessment can ensure an association’s education program is relevant and useful, while also providing far-reaching benefits.
18. Membership Fundamentals: Most association executives and board members can attest that recruiting and retaining members is a perennial priority for associations. This will hold true in 2018.
19. “Are You a Member?” An Association Thank-You Note: Associations can truly make a difference in the world and 2018 will no doubt be a banner year for associations to pave the way forward.
20. An Often-Overlooked Best Place to Work: Nonprofit organizations deserve recognition as some of the best places to work. Associations can look within and to others for ways to make work rewarding.
“These thought pieces may reinforce or challenge opinions already held, or they may provide new insights,” Sanderson said in reference to its 20 for 2018 list. “Either way, we hope that this forward-focused content will help encourage thinking, discussion and action that will matter to associations.”
SmithBucklin offers Circuit, now in its 15th year of publication, in a sharable, digital version at www.smithbucklin.com/circuit2018. Or request a printed copy by emailing circuit@smithbucklin.com
