Associations have to know their markets. They need to be very aware about their competitors and what they are doing. Today organizations can create virtual associations and have continual access to their members. Alumni associations are becoming quite successful at doing this. But more importantly, there has to be a change in the mind set of the organization.
Top leadership has to be willing to change, because change occurs both from top down and bottom up.
Without this change the association can't grow, that's why it needs a change agent, someone who will come in and bring about the necessary changes to ensure its survival. However, corporate entities see value in associations as channels in order to access their constituencies. Associations can serve as very effective marketing channels. They can play an important role in circulating and collecting information. Another important aspect of associations are the networking opportunities, people still like interacting with others face to face.