While association chapter models often play a key role in the member experience, they can be resource-intensive and challenging to manage. Chapter models often remain static because “we’ve always operated this way.”
Right now, associations are looking to enhance value through new digital channels and respond to the growing need for connection stemming from a year of not seeing colleagues, friends, mentors and peers in-person. Chapters represent a strong asset, but associations may be asking fundamental questions like:
Consider the following steps to help guide your chapter model.
Before you begin a full assessment of your chapter model, gain clarity around the role your chapters play today:
Your chapters likely serve many of these roles to varying degrees.
After identifying current chapter roles, you want to understand how those roles will help advance or hinder your overall mission and strategy. This knowledge influences the types of models and relationships you may want to explore.
For example, it might be common in one model for chapters to deliver networking, meetings, chapter-developed education and communications. However, the quality and quantity of these resources could vary widely between chapters—even when those chapters fall within the same network.
As a result, associations are increasingly exploring more flexible options to accommodate chapters with different strengths and weaknesses within their structures. This allows the network to leverage the strengths of one chapter while ensuring greater consistency and fostering innovation across the local member experience. By understanding and carefully assessing the options, you can ensure mission and strategy alignment across the network.
There is no one-size-fits-all model for how a national organization and its chapters should operate. Rather, a range of association chapter models exists with varying levels of independence and control. Each has its own advantages and disadvantages.
Again, many associations are exploring greater flexibility within their structures to leverage unique markets and chapter strengths. Some examples include:
Which structure is the best fit for your organization? The answer: the one that delivers the greatest value to your members. To evaluate the potential options, ask questions like:
Whether your chapter model needs minor refinement or an overhaul, employ a data-driven approach to ensure success. Evaluate the association’s current state to gain a solid understanding of membership and financial performance across the entire organization.
Next, capture the perspectives of all key stakeholders. Conduct quantitative (survey) and qualitative (focus groups or interviews) research to capture perspectives from the board of directors to “rank and file” members.
As you move forward, engage a task force that represents a diversity of geographies and viewpoints. Use the task force to pressure-test ideas and socialize potential changes.
Chapters and national organizations realize success when they are aligned but distinct. A common mission and brand ties them together but distinct programming sets the local, state and national organizations apart.
Remember that associations deliver a more consistent and quality member experience when they clearly articulate the roles, responsibilities and expectations of each entity—including the national office. Chapters often lack the administrative manpower and resources to accomplish certain tasks alone. The national office plays a critical role in monitoring the member experience across locations and providing support.
McKinley Advisors brings extensive research and consulting expertise to help associations optimize their chapter models. Interested in learning more about the range of chapter engagement models that exist, and best practices for governing them? Download our Chapter Models Checklist or contact us.