Organization has to come from somewhere
Organization is not my strong suit. I'm not terrible at it, but I have to force myself to work at it because it doesn't come naturally to me. So that probably colors my viewpoint on the value of organization; I know it has to happen to get things done, but I sure wouldn't call it easy.
This week Tom Morrison argues on his blog that membership is still the strongest model for associations and points to the value of organization. One of the three keys to success, he writes, is "you must provide services and products that your members can't provide themselves effectively." And he tells a story of a fellow attendee at a Florida SAE event:
… an executive right next to me [said] "he didn't need FSAE to be able to pull together people and have a meeting like this.Â Members don't need an association for that anymore as much," he claimed.Â […]Â I immediately piped in and stated that, "You paid $50 to be at this 2-day event with 35 of the best minds in association management and you're telling me that for the $50 you paid to be at this amazing event, you could pull together this crowd for 2-days? Who's going to do your day job?"
This brought to mind an op-ed from The Washington Post (more than six weeks ago) by David S. Meyer titled "Americans are angry. Why aren't they protesting?" A couple points stuck out to me, the first about the transfer of emotion into action:
There is plenty of anger in America today […] Where are the people taking to the streets? The closest thing to a strong social movement in the United States in recent years has been the tea party, and it demands that government do less. Lately, we hear about the tea party largely from members of Congress and candidates for office, who have drowned out and replaced the activists at the grass roots. This is largely because although movements carry anger, anger doesn't make a movement — organizers do.
He later pointed out that even Rosa Parks had organizational support:
Rosa Parks wasn't just a tired seamstress in 1955, when she refused to move to the back of a bus in Montgomery, Ala. She was a longtime organizer who served as chapter secretary of the local NAACP, which organized a bus boycott and a lawsuit in response to her action. […] Without such organizational support, individual actions might be dramatic and heroic, but effective movement politics is a test of endurance. Organization gives individual efforts meaning and staying power.
This is not the first time I've said this here, but I'll say it again: It takes a vast amount of organization to channel the energy of a large group of people into collective action. And despite all the advances in tech-enabled self-organization, I still only see these types of movements knocking off the low-hanging fruit of those organizing bodies (e.g., associations).
So count me in agreement with Tom on that first key to success being effective organizing that a market can't provide itself effectively on its own. I don't know if that means membership is the model that must support that organizing function, but the means for that organizing to occur have to come from somewhere.
Below the logo on the cover of every issue of Associations Now is a tagline: "Ideas Into Action." I've always liked it because I think it embodies what associations do in just three words. But as any association executive who has come out of a board or volunteer meeting with a brand new initiative to implement knows, getting from idea to action is never, ever as easy as it sounds.
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