Associations Grapple with Staff Skills and Embrace Intentional Learning for a Resilient Future

Association executives are increasingly concerned about the knowledge and skills of their staff, as revealed by the 2023 Membership Performance Benchmark Survey. The top challenges identified include engaging members, improving the member journey, recruiting and retaining members, and enhancing staff knowledge and skills. Recognizing the rapidly evolving landscape, associations understand the need to address skills gaps and cannot rely on outdated skill sets to navigate current challenges.

According to an article by WBT Systems, one key concern is the insufficient support for professional development, with complaints from association staff about inadequate time and funding. The article highlights the importance of intentional learning in what the author terms “The Turbulent Twenties” (T20s), emphasizing the need for continuous learning to adapt to a dynamically changing world.

Association consultant Jeff De Cagna stresses the importance of foresight as a critical component of intentional learning. He argues that association decision-makers must prioritize learning throughout the decade, acknowledging that, unfortunately, it often remains a low-priority activity. Foresight involves understanding, anticipating, and preparing for a range of plausible futures, requiring a team effort with diverse contributors inside and outside associations.

To instill intentional learning, association leaders should implement strategies like minimizing distractions, questioning orthodox beliefs, and reconnecting with intrinsic human motivation. These strategies aim to elevate learning from a peripheral activity to a central focus, fostering a mindset open to adaptation.

The article also emphasizes the external dimension of intentional learning, suggesting that associations must incorporate it into their business models. This involves making stakeholders smarter, supporting them in navigating uncertainty and preparing them to make informed decisions. The author encourages associations to explore questions related to stakeholder value creation and to convince industry professionals and employers of the necessity for continuous learning.

Intentional learning is important for both internal staff development and external stakeholder value creation. It advocates for a proactive approach to learning, acknowledging the uncertainties of the future and preparing association leaders and stakeholders to face them confidently through continuous, intentional learning.