Is it crazy that I am a little apprehensive about things getting back to “normal?” Of course, I long for the economy to rebound, for New York City to be the vibrant exciting city that we love, and for those who have been displaced from work to enjoy full employment. We will never recover the loss of so many lives and or mitigate the impact on families and loved ones, but as vaccine delivery opens to all in New York, it is inevitable that we are moving toward opening the city and state. It is exciting and frightening at the same time. There is a sense of optimism and enthusiasm in the air, but it is tempered with uncertainty.  What does the future look like for our city, our industries, and our associations? Will our associations come back to full pre-COVID strength? Might they even be stronger and more relevant than before? Will hybrid events work? If we plan an in-person event, will people come?  As a leader of a regional association based in New York City, I am occupied by these and similar questions. I know I am not alone. 

My initial fears, from the early days of lock-down, have dissipated, but I have felt a low-level apprehension for the past year. As association leaders and staff, we all face uncertain futures. Depending on the industries we represent, our members have and will continue to face challenges of their own. In many cases, they will turn to their association for guidance. 

Our associations have been forced to ideate, innovate, expand our offerings, and provide value to members and sponsors in new and creative ways. Like many associations, the Security Traders Association of New York, has relied on an annual conference for the bulk of our funding. Despite the countless hours we put in to provide superior educational content for our community, our members seem to value networking above all else. Keeping members engaged while being unable to provide the face-to-face connections that they crave, has been a challenge.

Although none of the solutions adequately address the desire for human contact, we have been able to provide new virtual events, personalized help for members, and an increased emphasis on advocacy. The association is better for it.

As our association has been forced to evolve, so too has the leadership, staff and board. We have forged stronger relationships with our association’s partners and sponsors. People who I may have been hesitant to call before the pandemic, are now picking up the phone and calling me. Sponsors have turned into friends. With virtual events, we have been able to reach people across the country and internationally, who would have previously been unable to engage with us. I was forced to overcome camera shyness, taught myself how to create engaging videos and virtual events, stepped up our social media presence and used Zoom for advocacy, making contact with regulators and legislators more than ever.

While the pandemic has tested us, so too has it brought a few things that, quite frankly, I have been enjoying more than I care to admit. Working from home is better than expected; I love not having to commute. Our board members have been more accessible and consequently more enthusiastic about their volunteer service.

Throughout this time of institutional and personal change, one thing that has been comforting is knowing that I am not alone. Most of us in association management have been grappling with similar issues. NYSAE has been a leader in effective pivoting and has provided outstanding resources and information for staff at all levels of association management. The newly instituted Office Hours and NYSAE’s Ask the Expert have been invaluable resources for association leaders and staff. NYSAE’s robust webinar agenda has been a source of countless useful tips and actionable take-a-ways. I am not ashamed to say that I have copied several ideas from the NYSAE playbook! Again, my association is better for it.

Although I have always appreciated the value of community, the events of the last year, have highlighted just how important a community of like-minded people working in the same industry toward a common goal can be. Just about anyone can host a conference. But associations foster and strengthen communities. They are the backbone of grass roots advocacy and credentialing. For 85 years my association has had a volunteer board that cares about our association’s members, a board that listens, and one that connects members of the community. In these times, the value of association- with peers, with potential clients, possible future employers, and yes, even with competitors, is more important than ever.

As we see a light at the end of the tunnel, we can finally be optimistic. Optimistic that the things that we learned and the changes our associations have made will continue to make us stronger and better equipped to provide service to our membership. Optimistic that our members have seen and appreciated how the association community has added value in a difficult time. Optimistic that the lessons we learned will help us forge better relationships when we come together in person. While I may be apprehensive about what the “new normal” will look like, I am confident that since we have learned to adapt and be flexible, lead with intention and support our members, our associations will be stronger. And, as we adjust to a hybrid environment, NYSAE will be here to provide guidance on business strategy, inclusiveness, governance, and so much more to help us all be better association professionals and leaders.

Be well,
Kim

 

Kimberly Unger, Esq.
CEO
The Security Traders Association of New York (STANY)
NYSAE Board Member