It is perhaps not surprising that the two have come together and there is now much interest in benchmarking trade associations. This paper briefly discusses the merits of benchmarking between trade associations, then looks at some of the practical issues, discusses in detail why the subject has recently become important and finally describes the benchmarking exercises that have taken place. For many trade associations strategic planning has been an unfamiliar concept. They have been able to operate in a stable environment in which they have needed to give little thought to major strategic issues. This is now changing as a result of a combination of factors.
Many associations now face a rapidly changing environment.
Best practice is for an association to have a medium term strategic plan, typically running over a three to five year period, and annual operating plans. What a strategic plan needs to cover depends on the association. Major items are likely to include structural changes such as mergers, governance, policy priorities and use of the Internet. This paper briefly overviews the planning process in trade associations. It begins by analysing the changing environment that has necessitated a more proactive approach to planning.