I participated in a seminar this week led by Harrison Coerver, one of the authors of The Race for
Relevance which I highly recommend for every association board member. Among the many red
flags raised, Mr. Coerver noted that in the next 5-10 years, 80-90 percent of all deliverables will be
technology based. He encourages associations to begin collecting cell phone numbers in addition to
emails because the day is coming when text messaging will become the preferred communications
mechanism. He also encouraged association leaders to evaluate their technology budgets, noting that
other industries spend 8-15 percent of their project budgets on technology while associations lag behind at an average 4 percent.
Associations need to begin thinking today about ways their members and prospective members will
want to receive information in the coming decade. What existing products or new products will need to be modified or developed to meet the demand from the next generation of association member?
Relevance which I highly recommend for every association board member. Among the many red
flags raised, Mr. Coerver noted that in the next 5-10 years, 80-90 percent of all deliverables will be
technology based. He encourages associations to begin collecting cell phone numbers in addition to
emails because the day is coming when text messaging will become the preferred communications
mechanism. He also encouraged association leaders to evaluate their technology budgets, noting that
other industries spend 8-15 percent of their project budgets on technology while associations lag behind at an average 4 percent.
Associations need to begin thinking today about ways their members and prospective members will
want to receive information in the coming decade. What existing products or new products will need to be modified or developed to meet the demand from the next generation of association member?
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