
Throughout this month, we’ve delved into the critical role data plays in associations. One thing I’ve observed in my long career is that every nonprofit has blind spots—but a strong foundation built on data can help overcome them.
Associations generally fall into two categories: professional societies and trade associations. Professional societies unite individuals within the same profession. For example, I belong to two: the Washington Society for Association Excellence and the American Society of Association Executives, both of which serve association executives and staff. There are professional societies for almost every profession—lawyers, dental hygienists, truck drivers, landscape designers—the list is extensive.
Trade associations, on the other hand, represent businesses in specific industries, such as beverage makers, grocers, or wood furniture builders. While professional societies have individuals as members, trade association members are usually companies.
Each type of association creates a unique culture that reflects its members' work, strengths, and challenges. However, these cultures can also lead to blind spots. As the saying goes, to a hammer, everything looks like a nail. That’s why nonprofit leaders must look beyond their cultural biases to see the world as it is. Environmental scanning helps leaders do just that.
Data can provide the clarity boards need to move beyond their assumptions and develop an honest understanding of their environment. Best practices and tools make it easier to conduct comprehensive environmental scans, which lay the foundation for strong strategic plans. Regular updates and reality checks ensure plans remain relevant and adaptable.
In my recent blog posts, I’ve shared a handful of resources to help associations gather and use data effectively. I encourage you to review these tools and invest the time to ensure your organization is on the right track to fulfill its purpose. You’ll be glad you did—and I’m here to help if you need support.