Top Ten 2010 Trends for Associations

Yesterday afternoon, I released my Top Ten 2010 Trends for Associations to an outstanding webinar audience of association community leaders participating from sites across North America.  Now I’m delighted to share them with P.I. Blog readers, and I hope you’ll share your feedback in the comments below!

Keep in mind that these trends are not offered as predictions of what will happen in 2010, but as informed estimates of emerging issues that are likely to shape the business environment for associations this year.

•Content Conflict?For the last few years, the conflicting interests of association content consumers, creators, publishers and financial supporters have played out both online and offline. Continued changes in technology and expectations will intensify these conflicts going forward.

•Curate to Innovate?One of the most significant innovation opportunities for associations is content curation that helps their stakeholders make sense, make meaning and make better decisions around their personal and professional challenges.

•Intelligent Data?Over the last few years, more associations have embraced the notion of “data-driven strategy.” But introducing more undifferentiated data and information into strategy-making processes does not necessarily create better strategic decisions.

•Location Local?The growing importance of location-aware technologies, combined with an increased interest in so-called “hyper-local” content, creates an opportunity for associations to renew the purpose and meaning of their presence in local communities.

•Micro-Contributors?To make voluntary engagement attractive to busy stakeholders with limited discretionary time, associations need low commitment yet high purpose opportunities to contribute to organizational success.

•Mobile Everything?The continued explosive growth in mobile technologies will continue to accelerate in the year ahead, challenging associations to rethink every aspect of how they relate to stakeholders, create and deliver value and perform work.

•Mobile Professional Culture and Practice?The introduction of new smartphones, as well as other mobile and highly portable computing devices, will put in the hands of highly capable professionals many powerful new tools that will change the way they do their work.

•Power of Design?Design is no longer just about marketing materials, publications or web presence. Design thinking makes it possible for associations to envision new options for value creation instead of merely choosing from those that already exist.

•Privacy-Intimacy Tension?To deliver “deep support” and other forms of “thick value,” associations need greater intimacy with their stakeholders. Unfortunately, in a time when personal information is highly vulnerable, these same stakeholders have never been more protective of their privacy.

•Social Future?As associations continue to grapple with the effective application of social technologies, the broader implications, challenges and opportunities of a more social world continue to unfold before our eyes.

Please download a PDF version of these ten trends to share and discuss with others in your organization.  The PDF also includes my forecasts for each of the ten trends.

IMPORTANT NOTE:  If you’re interested an expanded and more detailed version of these trends, you can reserve your copy the P.I. 2010 Trends Briefing Memo will be available in early February for an affordable investment of just $299.  As a special bonus, all January reservations also will receive the audio and slides PDF from yesterday’s webinar.  For one small investment, you will receive a valuable package of resources to help your association succeed in 2010!

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Jeff De Cagna

Jeff De Cagna is chief strategist and founder of Principled Innovation LLC, and a contrarian thinker on strategy, business models, governing and the future of associations.

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