Huge associations have found that when you serve everyone, you end up helping no one. Recognizing the benefits they provided were too generic, these large associations divided their organization into smaller groups with each group serving a particular member type. Essentially they have many small associations under one roof. They do this because the more similar members are, the more you can know them and the easier it is to provide exceptional value by solving their unique problems.
If you are with a small or medium-sized association and constantly feel challenged by the lack of budget and workforce, know that you may have a few advantages over the big guys.
Big often means slow, but your association can be nimble.
Big associations have silos, but you know and work with everyone.
Big means complexity, but you have the opportunity for simplicity.
Big means highly diverse members, but you might have very similar members.
Big can mean disconnected from members, but your size enables you to build great relationships.
Celebrate your association’s smallness and instead of focusing on biggering, focus on bettering.
Other posts to check out:
- Association trend watch: member experiences
- The problems we solve for association members
- What highly innovative associations know that others do not