Acronym

So on my flight to Chicago for ASAE & The Center's annual meeting, I'm reading the new publication The Decision to Join (yes, I am just that dorky) as it will be featured in several ways at the meeting. Here are my observations:

- I'm a big believer in engagement being the most important measure (maybe the only really meaningful measure) for associations. Chapter 4, which is summarized in a preview Associations Now article from August is as important a chapter as any in the book.

- I'm not a believer in how the book summarizes the findings in Generations and the Future of Association Participation, the research of Arthur C. Brooks, Ph.D., and The William E. Smith Institute for Association Research. The generational research is interesting, but I'm not sold on the conclusion that as Gens X & Y get older, they will join continue to join associations. I think the nature of jobs, careers, networking, joining, dues, and volunteering are all changing rapidly, and more than ever, the same-old, same-old is a sure path to quick obsolescence.

- There's a general info table in the Appendix (Exhibit B.5) that I like and think would have done well to be included in the main report. It asks respondents to select the top challenges that affect their profession and then rate how well associations do them. Some results:

-- Inadequate recognition of of the value of the profession to the larger society was selected by the most respondents, and they rated associations only a 3.16 on average on a 5-point scale.

-- Linked to this, on "lack of public awareness of the field," respondents were on the not-so-good side, with the average rating for associations addressing this a 2.81.

-- The things associations are doing well include "keeping up with new information in the field" (3.87), and "keeping pace with technology" (3.68).

- One very interesting finding was the results to the question "Do you think there will be a greater or lesser need for associations five years from now?" Half of respondents who had never been a member of any association said the need would be greater, compared to 38 percent and 37 percent respectively from current members and former members.