A New Era of Challenges for In-Person Meetings

It’s a New Era of Challenges for In-Person Meetings

Ever since 2022, as the fears of catching the virus that kept the world in hiatus for two years seemed to wane, the association landscape seems to be in constant flux, grappling with the balance between in-person gatherings and virtual engagement.

In a post-pandemic lockdown time, associations face stronger expectations from members to provide greater accessibility to in-person conferences and education.

The Struggle

During the early days of the COVID-19 Pandemic, many association leaders were in a race to solve an immediate challenge: how to have an annual meeting when people could no longer meet in-person.

Evergreen conversations about the association business model were grim as association professionals wondered if the industry would weather the storm.

Missing In-Person Conferences? This Tweet Won Twitter This Weekend

For those of us involved in association technology who had advocated over the years for newer ways to use evolving tech to reach more people – and to bring members together using this tech within a community – this was a fascinating time.

We witnessed more experimentation being done with virtual meetings and everything from synchronous and asynchronous board meeting activities to interactive expo halls.

Successes?

There were a few.

Challenges?

…no one likes to talk about that much…

But one thing is for sure – EVERY association wanted its members to have a way to meet even if they couldn’t meet in person.

Communications departments buzzed about the new silver linings of living in uncertainty.

Those hidden gifts?

• They could now reach more members than ever before!
• Those new members were either financially, physically, or for so many other reasons unable to attend in person, but could finally attend virtually!
• Think of the impact on DEIA! Also reaching new legions of leaders who could not afford an in-person experience!

It appeared to be a massive step in the right direction for people focused on using tech to provide more accessible meetings and opportunities within the association realm.

But, as soon as it seemed safer to meet in person, many associations seemed to drop a lot of the technology that made all of that feel-good progress.

And their members have noticed.

Response to In-Person Meeting and Annual Digital+

ASAE’s 2023 Annual Meeting and subsequent Annual Digital+ offering provided an intriguing case study in this kind of contemporary association industry. The decision for ASAE to not offer a hybrid or virtual component to the annual conference sparked some negative reactions from the community, including some posted statements saying as much from members in the Association Chat community.

One person wrote: “Failing to provide equitable access to those who cannot travel… we see who is “welcome” at in-person events, and by default, who is not.”

Another member of the group posted: “I believe the approach ASAE is taking, along with their high registration fees, makes their conference seem very ‘elite’. Maybe that is the goal. However, I believe it limits the learning opportunities to associations with small budgets.”

The introduction of Annual Digital+ also prompted mixed emotions, with some expressing disappointment at a dirth of missing content from the conference, while others were excited but noted the complexities of producing digital/hybrid access: “I’d love to hear solutions to this if anyone has any.”

“I’d love to hear solutions to this if anyone has any.”

A Critical Examination: Learning from the Pandemic and Moving Forward

A deeper analysis of ASAE Annual Digital+ shows the importance of aligning offerings with what was learned during the pandemic. Key findings from MCI’s Association Engagement Study highlight the need for Choice, Customization, and Omni-Channel engagement.

This has led to critiques and calls for change. As one active member of the association community stated in their own public post on social media about the matter.

“I say this because I love you, ASAE: this is a pre-2020 tactic that actively excludes a portion of your membership. You gotta do better if you want to help us all get to Destination 2026.”

Bridging the Divide and Looking Ahead

ASAE’s Annual Meeting and Annual Digital+ offering – and the ensuing conversation about it – underline the challenges all associations face today.

The desire to return to human connection through in-person meetings must be balanced with the lessons of inclusivity and engagement learned during the pandemic era.

We know we have the technology, but there seems to be a lack of effective strategy.

Or else, there is a lower prioritization for access. 

Whichever it is, whatever the case may be, the dialogue surrounding these events emphasizes the importance of a multi-faceted approach that considers associations’ diverse needs and budgets.

Whether through strategic alignment or community collaboration, associations can shape a future where all members find value and connection, regardless of format or financial constraints.

 

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