TRENDS Blog

Insights and quick tips for association and nonprofit professionals.

Wake up to Digital Transformation

Digital Transformation is the term given to the convergence of multiple, parallel technological changes taking place. These changes are impacting the consumer and industrial space and are having a growing impact on virtually every aspect of our lives. The myriad of devices, data, systems, hardware and computing power that are working seamlessly together to enable a fairly remarkable (but now common) feat is a result of Digital Transformation. A recent Gartner research report forecasts that up to 20 billion devices will be connected by 2020. You are probably already familiar with the terms that enable and empower Digital Transformation. Big data, Internet of Things (IoT), Artificial Intelligence (AI), Digitization, Automation, Augmented Reality, Machine Learning, Blockchain, Robotics, Cybersecurity are but a few of the terms that represent elements of this moment. Digital Transformation is the strategic integration and implementation of these capabilities and resources in a deliberate manner to create breakthrough experiences for members and customers.

How and why is Digital Transformation important to Associations?
Digital Transformation is already underway. As consumers, we are immersed in the broadening influence of digital in our lives. If you drive a car, use a smartphone, and/or wear a device to count steps, your engagement and expectations relative to the digital environment are growing. Our members and customers have an innate and growing expectation to have their experience and engagement continuously improve.

In the Association space, digital transformation is also underway. If you are tweaking your AMS to more seamlessly interact across delivery channels, dabbling with digital marketing, enhancing your website, launching a new online course, or taking on virtually anything new you are in the digital frontier. Looking at these and other activities in a strategic, intentional, holistic, and integrated fashion to change and/or improve results is Digital Transformation. That’s the good news.The bad news is that moving to digital organically is simply not enough. While you will be making incremental improvements to traditional products, services, and processes, you may actually be falling behind and missing larger trends that could represent a more significant threat.

Associations by definition are susceptible to disruption and Digital Transformation can be an existential threat. The root of this audacious statement is that as membership and trade organizations, associations often trail the industries they serve. Members and the volunteer leadership comprised of members react to and follow shifts taking place in their industries. The challenge can be exacerbated by the natural risk aversion to long-term investment, slow decision-making, and the inherently political nature of Societies.

Haven’t we been here before?
Yes, associations have endured existential threats of the past. In the early days of the Internet, Verticalnet was characterized as the association killer. Verticalnet was a new platform to create, connect, and support communities of like-minded individuals. What happened? Associations’ immutable strengths prevailed and Verticalnet died.

The immutable strengths of associations include enduring, lasting, and trusted bond with members built on brand and value. These same strengths have helped associations to sustain their positions in the age of ubiquitous new media. We cultivate relationships and engage with members, customers, and key stakeholders. While many organizations have a presence on LinkedIn (often with more members than their membership roster), LinkedIn has not replaced the association itself.

Today we’re at a pivot point. We know that millennials are not always joiners. We have watched whole industries collapse before our eyes. The association model is ripe for disruption. As leaders, we must embrace and understand Digital Transformation. Embracing Digital Transformation requires a strong sense of urgency, leadership outlook, culture, and workforce to put the very powerful new capabilities to work for your organization.

In future articles, we will focus on Digital Transformation Readiness and share a new assessment model with the focus specifically on urgency, culture, leadership & governance and workforce.


Ellen Moore is Principal at Ellen Moore Development and Past Chief Education Officer, American Academy of Orthopaedic Surgeons, AAOS.

Tom Loughlin is a Senior Executive Consultant.

Both Ellen and Tom serve on the Working Group for the Digital Transformation Readiness Assessment (sm) (DTRA) research project.

Hear more about a Digital Transformation Readiness Assessment (SM) (DTRA) at digitalNow May 7-9 in Austin Texas. The DTRA (sm) includes 9 characteristics, or approaches, associations are using to impact Digital Readiness Transformation in their organizations. digitalNow is quickly approaching. Register today and get $100 off by using the code TRENDS!

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