Adapting operations to react to the COVID-19 pandemic was a uniquely challenging adjustment for any association professional. Now, with many economists projecting a recession in the next 12 to 18 months, we’re once again called to adapt and change to face unfriendly market forces. Here are seven things you can do now to mitigate the impact of the next recession, whenever it might come. 

Build and maintain relationships. Jay Clouse, founder of Unreal Collective, points out that relationships are strengthened when leaders, staff, and volunteers are faced with challenging times. Associations are counted upon most not when market conditions are great—but when a profession or industry is faced with a unifying struggle. 

Provide virtual resources. In-person events have financial and time commitments that pose risk for your association. That’s not the position you want to be in when the future is unpredictable. Instead, associations should consider offering asynchronous, on-demand learning that members can access from their office or home. Pandemic conditions proved this to be an efficient delivery method for continuing education, and the same rules apply should there be an economic downturn.

Shift to monthly fees. We’ve all heard of how the subscription model has worked well for many businesses ranging from gyms to streaming video. Associations are seeing the trend applicable to membership dues and access to online learning with a small monthly fee. This makes the decision to join much easier than an intimidating annual membership dues amount, and it routinizes the payment, rather than building it up as an annual decision-making exercise on whether to renew. 

Encourage member referrals. Your members are peers and colleagues of the professionals your association is targeting to join your community. This makes them natural ambassadors of the organization with the right encouragement. Make sure there’s an incentive for members to spread the word about the value of belonging to the association community. Remind them of the value they get from a referral and the strengthening of the professional community by their active participation in growing it. 

Think of the organizations that your association competes with for attention, and then imagine ways you can collaborate to communicate a common message.

Keep in closer touch with members. Shifting economic tides affect companies differently in your professional community. Stay in direct communication with individual members who are leading influencers and key stakeholders in the market. Find out what they need and leverage your resources to help them with the guidance, insights, and connections they’re looking for. Members will remember and appreciate this, and they will reciprocate by supporting your association when future initiatives need it. 

Expand industry partnership. If your members and professionals in your industry are struggling, it’s likely other organizations serving this profession are feeling the pinch as well. Think of the organizations that your association competes with for attention, and then imagine ways you can collaborate to communicate a common message. Leverage the breadth of your combined audiences to expand your reach and offer broader value than ever before.

Refresh the website. As industry trends shift, people will visit your website and view it through a different lens. Make sure the way you position your association value is relevant to what members will look for to help them address their challenges. Make it easy to find the resources they’re seeking so they can engage and have a positive experience. 

As Thomas Gibson wrote, “People only change when confronted with strong leadership, crisis, or both.  Therefore, unless you are willing to be at the whim of crises, strong leadership is the only reliable change force you have.” The COVID-19 pandemic taught us that associations are resilient, adaptable, and valuable in times of uncertainty. Associations are in better decision-making and leadership positions going into a time of economic uncertainty than at the start of any other economic recession in recent history. By applying the lessons learned over the last couple of years and adjusting communication to remain current with member needs, associations can weather the future ready to emerge stronger and ready to thrive through the inevitable economic upswing that will come next.