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 When
it comes to networking and easy access to information and
education, it’s tough to beat a membership to an IT
professional association. But despite the plethora of
benefits afforded by association memberships, these groups
constantly reassess their efforts to battle declining
membership in the face of belt-tightening and lack of time
across the industry.
“Associations have been forced to evolve to fulfill the
professional needs of members who are facing increasing
pressure, greater job breadth, and less free time than ever
before,” says Brian Reithel, president of AITP (Association
of IT Professionals). “We have changed to provide more
instant-access services that are available on a 24/7 basis
through our Web site.”
Today more than ever, time is a luxury for IT professionals,
as work hours increase to accommodate the seemingly endless
expansion of job responsibilities. This presents a unique
challenge for IT associations looking to drive home the
value of membership to nonmembers and keep current members
satisfied.
Whereas associations of ages past thrived almost exclusively
on face-to-face contact, today’s associations harness the
Web’s power to create information and networking hubs that
members can access at any time. For many associations, this
environment delivers opportunities for growth that members
have never before experienced.
“We have adapted our training offerings and even our methods
of delivery as technology and the industry have changed,”
says Dave Cullinane, president of ISSA (Information Systems
Security Association). “We are looking to expand the
capabilities of our Web site to become more of an
information security portal and provide an online forum
where members can discuss issues.”
Already, the ISSA provides Web-based training sessions in an
on-demand format. Cullinane explains that this allows busy
security professionals to get the training they need at
their desktops at a time that’s convenient for them.
Reithel echoes this approach. “We are leveraging Web-based
professional networking technologies like bulletin boards
and expert directories in order to offer our members a full
array of network development options,” he says.
The Human Element
Yet even as the online presence of IT associations burgeons
to meet the needs of professionals who don’t have the time
or money to travel, there remains an overt offline presence.
Today’s associations continue to offer a wealth of in-person
conferences and meetings that give members access to
education and business opportunities.
“There is a certain type and amount of networking that
requires face-to-face contact,” explains Reithel. “We have
seen a resurgence of interest in the personal and
professional networks that our members form through
in-person meetings and gatherings.”
Says Cullinane: “The interaction that takes place at chapter
meetings and the opportunities that the ISSA offers to
network with peers are very significant benefits to our
members—and something that can’t be gotten via the Web.”
In addition to regional meetings, associations continue to
host seminars, trade shows, and educational conferences
tailored to meet the needs of members. While some of these
events address major industry segments, others drill down to
specific topics so members can get the most bang for their
buck and their time. The fact that these events remain a
staple of association life can be partially attributed to
flexibility because the selection of events is often wide
enough to address different needs of different members.
“If people don’t have the budget to go to a conference, they
do find that the end user groups are very valuable because
they receive a lot of information,” says Krystn Meier,
membership services manager at AFCOM (Association for
Computer Operations Management). “We gather key speakers for
them and work with them to try to gather hot topics that
they’re interested in.”
Moving Ahead
Association membership rates tend to ebb and flow along with
the industry itself, whether an association targets general
IT professionals or those with more specific interests. But
most major associations constantly assess and reassess their
offerings to mesh with the current financial and
technological climates. Because today’s technologies give us
numerous outlets for education and networking, associations
look to remain valuable and unique in these information-rich
conditions.
For example, the ISSA has created a new level of membership
called the CISO Executive Forum, which flies members into
the forum location on a Thursday to network with peers. On
Friday, the executives receive their requested training and
information in a highly interactive environment. Boom,
they’re in; boom, they’re out; and boom, they’ve got the
knowledge.
Associations are increasingly offering convenient, highly
targeted events like these that save members time and money,
those two nagging aspects forever in short supply.
“For those associations that are in tune with the evolving
professional needs of their members . . . the future looks
bright,” says Reithel. “For those that are stalled out in
the past, they will see diminishing prospects as their
members—who are hurried and harried in a variety of new
ways—depart for organizations that promise professional
relevance.”
by
Christian Perry
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Winds Of Change
Although IT professional associations continue
to rely heavily on face-to-face contact between
their members, they’re further integrating their
services with the Web to save members time and
money. Here’s a look at some of the resources
offered online today by associations.
• Event calendars and registration
• Job boards and other career tools
• Exclusive white papers, magazines,
newsletters, and other publications
• Up-to-the-minute industry news
• Discussion boards and forums
• Member contact information and other
networking tools
• Member surveys and polls
• Webcasts
• Materials for local chapter meetings
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