Rejuvenating Associations: A Path to a Vibrant Future for Local Chapters

The foundation of many associations is its local chapters or local units.  Today they face a significant challenge: declining participation and volunteerism. However, associations can, and most likely should, reinvent their local chapters to better serve their members and stay relevant.

The traditional role of local chapters has shifted. Previously, chapters were crucial for disseminating information. With the advent of technology, roles need to be redefined.

Associations can ensure that their chapters deliver value and impact across the network without over-taxing limited resources from the parent organization. They can set standards for quality and provide services that support the chapters, thus helping themselves align with the overall mission and goals of the association.

Before redefining the role of the chapters, it's vital to understand their current role; and accept that role as fact.  Too many leaders view chapters as they existed in the past.  While communication of critical messages is an important function, it is not the primary purpose.  The focus now for chapters is more on fostering connections among members, providing local support and resources, and serving as a local voice for advocacy.  They're less about communication, and more about everything else. 

As chapters continue to struggle, the goal should be to leverage the strengths of the chapters while fostering innovation and consistency in the local-member experience. More flexible models can be explored to accommodate chapters with different strengths and weaknesses. These models can range from autonomous, where each chapter operates independently, to integrated, where members automatically gain chapter membership when joining the association.

To identify the model that delivers the greatest value to members, a data-driven approach should be employed. Perspectives from all stakeholders, from the board of directors to rank and file members, should be captured through quantitative and qualitative research. Approaches like this ensure that the changes to the chapter model will be accepted and implemented as smoothly as can be expected.

The success of a chapter model is realized when the parent organization and chapters are aligned yet distinct. While a common mission and brand tie them together, distinct programming sets the local, state, and national organizations apart. The parent office plays a critical role in monitoring the member experience across locations and providing support, thus ensuring a consistent and quality member experience.

Revitalizing local chapters is no small task, but with a strategic, data-driven approach, associations can transform their local chapters into vibrant, valuable parts of their organizations, ready to serve their members.

By A Nathan Mihelich, CAE

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