by Amy Farmer, EdD, CAE, KCSAE Treasurer
In the world of associations, we're facing a challenge that feels like trying to pick up a 7-10 split. Membership engagement and volunteerism are down, leaving many of us wondering if we've thrown our last frame. I recently watched the Netflix documentary Join or Die about the work of social scientist Robert Putnum and his book “Bowling Alone”. I thought it would be interesting to roll through some comparisons and see if we can avoid a gutter ball in our efforts to revitalize our communities.
The Lonely Lanes of Civic Engagement
Putnam's "Bowling Alone" thesis, published in 2000, argued that American social capital had been declining since the 1950s. He used the metaphor of declining bowling league participation to illustrate reduced community involvement. Fast forward to 2025 and associations are still struggling with similar issues. We're seeing a decline in traditional forms of member engagement, much like the empty bowling alleys Putnam described.
Picking Up the Spare: Modern Challenges
While Putnam pointed to factors like increased TV viewing and suburban sprawl to explain the decline in social interaction, today's associations face a new set of pins to knock down:
- Digital Distraction: The rise of social media and webinars has created a virtual bowling alley that competes for our members' attention.
- Time Crunch: Many of today’s households are juggling multiple jobs and responsibilities, and finding time for association involvement can feel like trying to bowl a perfect game on your lunch break.
- Changing Expectations: Members now expect personalized, on-demand experiences, like expecting a bowling alley to provide everyone with their own individual bowling lane.
Aiming for a Strike: Strategies for the Future
To avoid splitting our membership, we need to adapt our approach. Here are some ways associations can score big in 2025:
- Personalize the Lane: Use data analytics and AI to create tailored experiences for members. Just as a pro bowler adjusts their throw based on lane conditions, we must customize our offerings to individual member needs.
- Virtual Bowling Nights: Embrace hybrid models that combine in-person and virtual engagement opportunities. This allows members to "bowl" with us from anywhere, at any time.
- Polish the Pins: Focus on building trust through transparency and member involvement in decision-making. Share both strikes and gutters balls openly with your membership.
- Diverse Bowling Styles: Implement robust diversity, equity, and inclusion initiatives. Recognize that different members may approach engagement in unique ways, just like bowlers have their own techniques.
- High-Tech Scorekeeping: Leverage technology to automate communication, analyze member behavior, and create real-time engagement opportunities.
The Comeback Frame
Not all hope is lost. The 2025 Association Outlook Report shows positive expectations for membership growth. Associations are implementing innovative plans to increase value including:
- Enhanced online learning platforms
- Improved virtual networking opportunities
- Greater use of data analytics for personalized experiences
These efforts are like adding a new ball to your bowling arsenal – they give you more options to knock down engagement barriers.
Avoiding the Gutters
As we aim for a perfect game in member engagement, we must be cautious of oversimplification. Putnam's work has been criticized for overlooking the complexities of race, gender, and socio-economic dynamics. Similarly, associations must recognize the diverse needs of their members and avoid one-size-fits-all solutions.
The Final Frame
The parallels between the documentary Join or Die and the current state of associations are easy to see. We're facing a decline in traditional engagement, but we're not out of the game. By embracing new technologies, personalizing our approach, and fostering inclusive communities, we can start racking up points on the engagement scoreboard.
Remember, every great bowler knows that it's not just about the first throw – it's about how you pick up the spares. Let's keep our eyes on the pins, adjust our aim, and work together to create a future where our associations are the place where everyone wants to spend their Friday nights.
As we roll into 2025 and beyond, let's commit to turning our associations into vibrant, engaging communities that would make even the most dedicated bowler proud. It's time to lace up our bowling shoes and show that when it comes to building social capital, associations are ready to bowl a perfect 300.
*bowling theme spread throughout with the help perplexity.ai