5 Questions With Christine Shaw, President & CEO, Naylor Association Solutions
AS THE CEO OF A COMPANY EXCLUSIVELY SERVING TRADE AND PROFESSIONAL ASSOCIATIONS, WHAT ARE THE EMERGING TRENDS YOU HAVE OBSERVED IN THIS MARKET RECENTLY THAT HAVE YOU MOST EXCITED?
The digital transformation of associations is a key trend, as industry leaders recognize the need to embrace technology that enhances member engagement, streamlines operations, and delivers value and non-dues revenue. The increasing emphasis on data and analytics as well as artificial intelligence is game-changing, as associations seek to leverage data for informed decision-making and personalized experiences. Also, the focus on continuous learning and upskilling presents an exciting avenue for associations to focus on workforce development through comprehensive online learning platforms, certification programs and career centers.
YOU MENTIONED HOW ASSOCIATIONS ARE EMBRACING INNOVATIVE TECHNOLOGY AND DIGITAL PLATFORMS AT A RAPID RATE. HOW ARE THESE SOLUTIONS CHANGING THE MEMBER EXPERIENCE?
These innovative solutions are revolutionizing how associations engage with their members, delivering a range of benefits. To start, communication has become more seamless and instant, with real-time messaging, community forums, and personalized notifications keeping members informed and connected. The use of data and analytics enables associations to personalize member experiences, offering tailored content, event recommendations and learning paths. Lastly, streamlined processes such as online registration systems and self-service portals simplify administrative tasks, enhancing efficiency for both associations and members and allowing both to be more strategic and mission-focused.
WITH THE INCREASING IMPORTANCE OF DATA AND ANALYTICS, HOW CAN TRADE AND PROFESSIONAL ASSOCIATIONS UTILIZE DATA-DRIVEN INSIGHTS TO DRIVE GROWTH AND MAKE INFORMED DECISIONS?
Data-driven insights are crucial for trade and professional associations to drive growth and make informed decisions. By analyzing member data, associations can understand engagement levels and personalize communication to enhance member experiences. Data analytics can optimize event planning, identify trends and improve attendee satisfaction. Insights from data also inform effective advocacy strategies, influence policy decisions and position the association as an industry voice. Furthermore, data helps identify gaps and opportunities for new product and service development, generating additional revenue streams. Analyzing operational data enhances efficiency, streamlines processes and improves organizational effectiveness. To leverage data effectively, associations need robust data management systems, analytics tools and talent. Prioritizing data privacy and security is also essential.
BUILDING STRONG RELATIONSHIPS AND PARTNERSHIPS IS CRUCIAL. HOW DO TRADE AND PROFESSIONAL ASSOCIATIONS BETTER CONNECT WITH THEIR MEMBERS, STAKEHOLDERS AND PARTNERS?
An association’s members are its greatest strength, so finding ways to enhance connections between members, stakeholders and partners should be a top priority. Providing value-driven offerings tailored to meet members’ needs fosters trust and loyalty. Whether it’s at in-person events like conferences, trade shows or networking events, or online in community forums or on social media, associations must create opportunities for collaboration and connection. Actively seeking input and feedback from members, stakeholders and partners ensures their voices are heard and strengthens engagement.
LOOKING AHEAD, WHAT DO YOU ENVISION FOR THE FUTURE OF TRADE AND PROFESSIONAL ASSOCIATIONS?
I envision a future where associations stay relevant and adapt by embracing digital transformation, prioritizing data-driven decision-making, nurturing collaborative networks, emphasizing continuous learning and advocating for their members. Associations must fully leverage technology, offer personalized online experiences and opportunities for in-person connection, and collect and analyze data for informed decision-making. Fostering collaboration, providing continuous learning opportunities and advocating for industry interests will solidify their relevance. By embracing these strategies, trade and professional associations can thrive in a rapidly changing world, remain influential and provide value to their members.
