Association executives have observed that technology may not only be replacing certain aspects of their organizations but also affecting the value they provide to members. On top of this, as business and connections are increasingly being made online, they need to face the reality that the structure of an association may need to change in order to integrate technology into the landscape of professional development and networking.

One structure to consider, which may be more conducive to associations with constricted budgets and with members located around the world, is moving from a regional chapter model to a community model that uses online networks or communities of practice.

The first step toward making a change is accepting that your membership needs may be changing. Technology doesn't mean that your association is no longer relevant; it just changes the way you and your members interact with one another.

Technology doesn't mean that your association is no longer relevant; it just changes the way you and your members interact with one another.

For example, creating a robust online community platform where members can join whichever groups they are most interested in (think sectors from within your industry) may actually increase the scope of your reach.

While you might find some resistance from long-time members, who may say that the interaction and bonds they formed in person is what made their association membership valuable, the fact is that many people are only able to meet in person once per year, or even less, due to budget limitations. This is particularly true for the more junior professionals who are your future association champions.

While these communities should not replace meetings and other face-to-face opportunities that your association offers, here are the members you may better serve if you move to an online community model:

The remote member. This model will provide a way for those located in less-populated areas, or areas where your industry may just be starting to grow, to be introduced to the association sector to keep the industry viable.

The niche-interest member. Within each industry are a number of subsectors that may only make up a small portion of your members but that are important nonetheless. Providing a community outside of their regions will likely generate more interest in your association's membership, and providing an online platform will introduce the possibility for these individuals to make connections that they likely would never have had an opportunity to make in person.

The generation-Y or generation-Z member. It goes without saying that the tech-savvy, digital-obsessed, 140-character attention span members (this is a generalization, but true of many of us!) will enjoy having access to an online community where they can get credible information, connect with more seasoned professionals, and cut down on their research time through LinkedIn or other social media platforms. Gen Z is the first demographic to have never known life without the internet, so connecting online will be seen as a given.

The super-engaged member. These are the members that are looking to get engaged outside of in-person meetings. They are looking for ways to post on forums and blogs, share resources, and so forth.

The cross-sectional member. These days, many people can relate to downsizing or merging departments and seeing their roles expand. Creating a number of different communities based on roles and interest, rather than regional location, and allowing members to join multiple groups will allow them to get more "bang for their buck."

The short-on-time member. In the same vein, with constantly changing workloads, personal commitments, and career changes, many people cannot commit to multiday conferences. An online community allows these individuals to fit in some engagement at their own convenience.

The broke member. Constricted budgets may not allow for a member to attend an in-person meeting, though they may be able to afford an e-membership that's less expensive and still allows for some engagement.

Technology is affecting the value that associations can provide, whether you plan for it or not. Considering whether your association's model would be more conducive to creating networks and communities of practice, while also investing in a robust platform to allow for your association to be the hub for these conversations and attract different groups of members, is one way your association can future ready itself.