Don't be a victim of "forward blindness"...

Recently, when explaining the capabilities of our Content Management System to a potential new association client, the Executive Director explained to me that much of the functionality wouldn't be needed, as their member base was mostly an older population. Does this raise any flags with you?

I politely pointed out that the lifeblood of any membership organization is recruiting new members--preferably younger members that would stick around for a long time, merrily paying their membership dues. These are exactly the users that would be expecting any organization that they joined to be taking full advantage of the latest technologies. Especially now, as the first generation that grew up with broadband is beginning to enter that coveted 18-35 demographic that keeps the nation's economy rolling along smoothly.

This is something that my Rotary club is finally starting to figure out. Many of the service organizations that your father belonged to (Elks, Kiwanis, Optimist Club, and even the legendary Masons) are suffering because they weren't making an effort to attract younger generations. Making an effort means embracing change. Remaining progressive. Looking forward, rather than back.

You don't have to be a membership organization to suffer from this form of "forward blindness". "Members" easily translates to "customers" or "clients" or "stakeholders" or whatever the language of your industry.