Most People Don’t…But You Do!

Dual-screen of Bart Berkey and Elizabeth Engel recording the Most People Don't...But You Do! podcast

I was honored to join Bart Berkey on the Most People Don’t…But You Do! podcast recently.

Our conversation centered around the importance of asking tough questions and, even more so, how to deliver tough answers in a way that is direct yet empathetic, which makes it easier for people to embrace change.

Bart and I discussed challenges and strategies within the association industry, including membership management, revenue generation, and non-traditional fundraising methods, with an emphasis on practical solutions, critical thinking, and asking tough questions to drive meaningful change.

We concluded the session with a focus on the essential role of associations in society and the continuous need to adapt and innovate in response to evolving environments.

Download the episode at:

Associations Evolve: 2025 & Beyond

Associations Evolve 2025: Answers for Associations text over a grid of author headshots

The latest edition of Associations Evolve just dropped.

I’m honored to be included with 39 of my very smart association peers in this FREE annual publication, packed with advice designed to help associations worldwide get ready for what’s next in an environment of ever-accelerating change.

Inside, you’ll find:

  • Strategies for embracing AI without losing the human touch
  • Fresh takes on membership models that engage and inspire
  • Real stories of resilience and innovation from associations worldwide
  • Practical tools to help you adapt and thrive

Plus my piece, Innovate the Lean Way, introducing the key concepts in lean startup methodology and explaining why I think it’s an ideal approach for associations to take to evaluating new ideas for non-dues revenue programs, products, and services.

Whether you’re planning for the future, navigating technological shifts, or rethinking member engagement, this journal has been designed to spark ideas and provide practical guidance.

Download your copy at: https://bit.ly/AEJ2025.

The Circular Economy

Ellen MacArthur Foundation circular economy illustration

What is the circular economy? Why does it matter to associations?

Per the U.S. Environmental Protection Agency:

“A circular economy reduces material use, redesigns materials, products, and services to be less resource intensive, and recaptures ‘waste’ as a resource to manufacture new materials and products.”

This is in contrast to our more customary linear economy, “in which resources are mined, made into products, and then become waste.”

The Ellen MacArthur Foundation has created a useful graphic to illustrate how this works, which is the image for this post (to see a larger version, visit: https://www.ellenmacarthurfoundation.org/circular-economy-diagram​).

This graphic breaks all human activities down into two cycles: a biological cycle and a technical cycle. In the circular economy, all activities derive from and return to renewable sources throughout their entire lifecycle.

Once a material enters the cycle, the main question becomes: How do we eliminate waste?

The biological side is easy to understand, as we’re already familiar with natural restoration processes. As long as we do not take too much at any one time, or pollute natural resources beyond their ability to recover, any natural resources humans use can be fed back into the system in order to regenerate nature’s own stock. If you compost food or yard waste at home, you’ve already seen this process in action.

On the technical side, users and manufacturers share responsibility for eliminating waste.

The first level tasks users with sharing resources. In practice, that looks like Zipcar, public transportation, borrowing tools from a neighbor rather than buying, or checking out books and other resources from your local library.

The second level involves both users and manufacturers in maintaining or prolonging use. Manufacturers are tasked with developing durable, affordable, easy-to-repair products, and users are tasked with taking the trouble to repair those products when they break rather than just throwing them out. Even now, many municipalities offer free hands-on repair clinics, where people can bring in broken items and learn from experts how to fix them, with the necessary tools provided.

On the third level, reusing and redistributing can happen in a one-to-one user way, for instance, via Buy Nothing groups and neighborhood-based “curb-cycling,” or at a larger scale via thrifting and second-hand shops or even at the level of the original manufacturer taking used products back and reselling them. If you’ve ever bought a used car, you’ve participated in this process.

The fourth and fifth levels depend on manufacturers to refurbish products, break them down into their component parts for use in remanufacturing, or recycle base materials into something new.

In all cases, the goal is to minimize anything that drops entirely out of the system, e.g., “systematic leakage and negative externalities,” and to learn to live with less.

Questions for associations:

  • What resources might your association be able to share with another organization? Office space or equipment? Exhibiting materials?
  • If you sell or give away any physical objects, can you ensure that they’re durable and well-made, able to be used, repaired, and re-used over the long term?
  • Can you make it a policy to select vendors for durable goods your association purchases that have processes for refurbishing, remanufacturing, or recycling those goods when they’re at the end of their useful lifespans?

(excerpted from ​The Time Is Now: Association Resilience and Adaptation and the Anthropocene Climate Disruption​ – full text freely available at https://bit.ly/3qK5EfZ​)

Big Footprints: How Associations Are Becoming More Sustainable

Engaging in the Next podcast logo

In the latest episode of the “Engaging in the Next” podcast, I had the opportunity to chat with Colby Horton and Frank Humada about why it’s crucial for associations to take action on climate change and sustainability.

Our conversation addressed  the importance of measuring and actively reducing carbon footprints, urging associations to move beyond relying on carbon offsets. We discussed examples of innovative practices within the association space and encouraged organizations to set small, attainable goals while leveraging their collective power to advocate for impactful environmental policy changes.

(We also got into being a foodie, heated sports rivalries – GO BIRDS! – and jazz.)

Check it out at:

The whitepaper we discussed is freely available at https://associationclimateactioncoalition.com/.

Also, the Association Climate Action Coalition has a free online community (thanks to the generous support of the team at Breezio) where association execs can gather to share resources and good practices, ask questions, and get advice for developing resilience and learning how to adapt to climate change at https://ac3.breezio.com/.

Power With versus Power Over

Graph of "Power Over" (finite, blame, shame, fear) versus "Power With" (infinite, connection, respect, equity and equality) leadership

There are (at least) two ways of thinking about power in interpersonal relationships: Power Over and Power With (sometimes recast as “Power To”).

What’s the difference?

Power OVER is about scarcity, rules, procedures, compliance, competition, rewards and threats, hoarding information, assigning blame, fear and skepticism, exclusion, silos, and control.

Power WITH is about abundance, principles, mission, commitment, creativity, focusing on what’s going right, sharing, being open, trust and confidence, inclusion, working together, questioning, inspiring and clarity.

As I’m sure you recognize, traditional hierarchical organizations rely on Power Over. And I suspect that’s where most of our associations fall. But they don’t have to.

In fact, forward-looking organizations need 21st century leaders.

What are 21st century leadership skills?

  • Communication
  • Emotional intelligence
  • Transparency
  • Authenticity
  • Influence (as opposed to authority)
  • Creative
  • Innovative
  • Inspiring
  • Bias towards action
  • About the “we,” not the “me”

Which of the above two power models seems like a better match for the realities of *today’s* work place? Looking at the lists above, where would you rather work?

How do we get from here to there? It comes down to each and every one of us honestly assessing ourselves and, each day, choosing to walk the talk of power with rather than power over. You’re not going to completely transform your organizational culture over night. But you can lead, even from the middle, by example. Not everyone will get it. Not everyone will come with you. But we have to start transforming the culture of work somewhere.

What type of leader are you? What type of leader do you want to be?

Image source: Sylver Consulting 

The “Family Friendly” Trap

three professional Black women around a table in an office

In my nearly 30 years in the association industry, I’ve repeatedly watched talented friends of both genders (but more often women) get stuck in their careers because a workplace is “family friendly.” The current organization offers good benefits or a flexible work schedule, so even though these talented and dedicated association professionals need to move on in order to advance in their careers, they can’t manage to leave.

What if the new place won’t cover their kids’ health care at a reasonable price? What if they lose the schedule flexibility that allows them to manage child care changes without huge hassles with management?

The fact that they’re stuck for years in jobs with no possibility of further advancement becomes the price of having a life that works. And that sucks.

It’s a form of mommy-tracking, but it’s even more subtle and hard to address than the old fashioned, blatant, now illegal  version –  “get pregnant – get fired” – because it’s, at least on the surface, a voluntary choice.

Thing is, those handcuffs may be relatively comfortable, but they’re still handcuffs.

“Family friendly” policies like flexible schedules and good health care and reasonable leave policies have been PROVEN to increase retention (and we all know how expensive and time-consuming staff turnover is), improve the ability to recruit the best candidates, increase productivity, and decrease absenteeism. The #1 reason people leave jobs is bad management. Treating your staff as less than equally valuable to senior management is pretty much the definition of bad management.

So what’s holding us back?

Photo by Christina @ wocintechchat.com on Unsplash

Dream Big

"Dream Big" all in capitals, white letters on a black background

In 2011, an Ignite presentation inspired me to write:

Everything in our environment is whispering: “Protect your ass. Guard your turf. Trust no one. Rock no boats. Prepare for the worst.”

In other words: “Think small.”

At the time, I called out the economy, social media, generational change, climate change, changing models of volunteerism (and willingness and ability to volunteer), and the shift from information scarcity to information abundance as the forces that were pushing association execs to think small.

I also pointed out:

Sure – think small, and watch your organization die.

Your association has no inherent right to exist. And if you respond to the forces that are challenging us in 2024 – some of the same exact things I called out 13 years ago, plus political polarization, loss of trust in institutions and expertise, and, oh, climate change CLIMATE CHANGE CLIMATE CHANGE – with “duck & cover,” maybe your association SHOULD die.

Here’s the thing, also from that original post:

But if you do believe that your organization brings something useful and good to some group of people, now is exactly the time to think big, take chances, rock the boat, make change, and see where it can take you.

It’s easy to be afraid now – a lot of shit is going down. But if we can get past the fear and be courageous and willing to take risks, we have HUGE opportunities to do better by our members, our professions/industries, our audiences, and maybe even the world.

Joe Gerstandt, one of my favorite thinkers and writers and general all-around good egg, frequently asks: “Do you approach life from fear or from love?”

I know what answer I try to have every day. What about you? 

Photo by Randy Tarampi on Unsplash

Associations, Apprenticeships, and the “Toolbelt Generation”

leather tool belt with hammer, blue plier handles, adjustable wrench

Recently, I’ve noticed renewed attention to the role of non-collegiate post-secondary training in helping people find lucrative, productive, fulfilling work.

  • The Washington Post has reported on the need for “millions” of apprentices in careers that don’t require four-year degrees and has called for the federal government to take action, which is a very good idea and which would have significant returns on a modest investment.
  • NPR has reported on a trend in GenZ choosing trade schools over college, “skilled trades make a comeback,” and identified them as the “Toolbelt Generation.”
  • As his first executive order after taking office, Pennsylvania Governor Josh Shapiro eliminated the unnecessary four-year degree requirement for 92% of state jobs in the commonwealth.

Alternative training and career paths are, after several decades of an almost exclusive focus on sending young people to four-year college, having a renaissance.

You know who else has a major role to play in alternative career paths and credentialing?

Associations!

In 2016, Shelly Alcorn and I released a whitepaper, The Association Role in the New Education Paradigm, that predicted this trend, identifying a significant and growing gap between education and employment driven by several factors:

  • Massive disruption in higher education
  • Ballooning student loan debt (at the time, Americans held over $1.23 trillion dollars in student debt – it’s now up to $1.75 trillion)
  • Decreasing public funding for education, at both the K-12 and post-secondary levels
  • Significant disagreement about what a college education is supposed to accomplish, the value of a four-year degree, and whether or not college is properly preparing young people for the workforce

At the time,  one-third of employers reported struggling to find qualified workers. That situation has also gotten worse in the interim, with 75% of organizations world-wide now reporting that they’re struggling to find skilled workers.

Shelly and I believe that associations enjoy major advantages that make us uniquely suited to addressing these challenges:

  • Direct connection to and relationship with employers in our relative sectors
  • Experience with certification and credentialing, supplements or even alternatives to four-year degrees that are gaining popularity and respect
  • Speed and flexibility, at least in comparison to hidebound higher education
  • “Halo” effect of our nonprofit status in the marketplace versus the many shady for-profit providers
  • Experience with non-traditional students and educational settings

Want to learn more about how your association can help solve this critical societal problem while also earning non-dues revenue, doing well while doing good? Download your free copy at https://bit.ly/29CIquL.

Photo by jesse orrico on Unsplash

What Do You Believe In?

The phrase "Passion Led Us Here" on a sidewalk with two people standing by it (you see their shoes)

I’m pretty much just re-upping this post, because it’s a good one.

Back in 2011, Bisnow published an article that included this quote:

When you ask most people about their jobs, they tell you what they do and how they do it, but not why. “Why you do what you do is what makes people lean in closer,” Mary [van de Wiel] says. For example, Duarte, a company which creates presentations for many high-profile speakers, describes itself on its website by saying, “We love whiteboards, sweet design, vegan cookies, bacon cheeseburgers, the afternoon regroup, and the 4 am idea. We believe in the power of a great story to move an audience and the power of an audience to change the world.” It does not say Duarte is the leading PowerPoint design firm in the world. Mary says: “You get a sense of who these people are, and you say, ‘Yes, I want to work with them.'”

In our 2015 whitepaper Leading Engagement from the Outside-In, one of the keys to engagement Anna Caraveli and I identified was Organize Around Shared Purpose.

Sadly, far too many association mission statements are something along the lines of:

The Widget Association, a nonprofit membership association founded in 1954, is the leading voice for the widget industry. We represent and advocate for 9,000 widget professionals worldwide. We advance the profession through education, networking, and advocacy.

That is BOOOOOO-RING.

Contrast that to one of our case studies, the Society of Hospital Medicine: Revolutionize Patient Care.

Short. Succinct. Inspiring.

(They’ve complicated it somewhat since then, I would argue NOT for the better.)

As I originally wrote in 2011:

What is your association’s mission statement? Does it truly reflect what you believe in? Would it make anyone excited about joining your cause? If not, what can you do to change it to more truly reflect what’s great about your organization?

I believe those questions are even more pressing, more important now, 13 years later.

Photo by Ian Schneider on Unsplash

Pay It Forward

white ceramic mug full of coffee on a wood surface that reads "What Good Shall I Do This Day?"

One of the most important lessons I’ve learned in my 27 years in association management is:

When somebody hits you up with a request for a favor in a professional context, ALWAYS try to help them out, or connect them to someone who can.

Call it good karma, or ninja-level networking, or spreading the love, or paying it forward, or whatever, but people remember that you tried to help them and that you know people.

Someday, you’ll need help, and if you’re known as a person who tries to connect people with solutions to their problems, you won’t even have to call in chips – people will line up to help you.

Photo by Nathan Lemon on Unsplash