Tips for organizations in their struggle through Covid

The last 12 months have been tough for just about everyone due to a variety of reasons. Loved ones have passed away. Remote education for a full year has been more than our kids, and parents, can handle. Restaurants have shuttered due to government restrictions. Businesses large and small are in trouble, especially if they rely on brick and mortar operations. However, one sector whose struggles have not been widely reported is the one with nonprofit organizations, associations, trade groups and societies.

In March, a study of over 300,000 nonprofits across the country was conducted by the Center for Disaster Philanthropy. Some 38% of those studied acknowledged that they are in danger of closing with a continued, prolonged crisis as a result of the pandemic.

Many nonprofits, larger ones in particular, have kept up with fundraising because of their established prowess and with funding assistance from federal and state governments. They should be commended for surviving the storm.

However, there are thousands upon thousands of small and mid-sized associations and trade organizations with budgets between $50,000 and $500,000 that have not fared as well. These smaller associations provide critical services, but they don’t have full-time staff and, consequently, cannot access Covid funding or public resources available to the larger wellknown groups.

These smaller-sized organizations depend on annual trade shows, annual meetings and conventions or in-person, continuing education seminars for their funding.

Since March of 2020 when the pandemic began, no organization has been able to hold these events. Now, they are in the midst of a big financial crisis and fighting to survive.

As small trade groups, associations and societies meet to discuss their future, here are three things they can do to start turning things around in 2021:

1. Don’t be afraid to hold your events virtually and charge the same amount you would if they were in person. You may need help with organizing and executing, and it may cost you money. But don’t let technological challenges get in the way of your necessary association business.

2. Stay in constant communication with your members and ask them what they want to see most from your organization. Send out a survey or a poll through Google Forms, which is free. The most important thing you can do is stay in touch with your members. Be transparent and tell them that the leadership stands ready to help.

3. Change is in the air. It’s true, most people don’t like change. However, the pandemic has caused organizations of every size to adjust the way they operate. Assemble your leaders and hold a strategic planning meeting to brainstorm on changes you can make to do things better and more efficiently. As importantly, think hard about new opportunities that the pandemic has provided.

Whatever challenge associations and trade groups are facing, it is important to know that you don’t need to try to hold on for several more months until we can get back to “normal.” Adapt and change is the key to the pandemic and the future. Change may not be fun, but it may just be the right time to make it.

Mike Dennehy is a partner in Dennehy & Bouley in Concord, which offers strategic guidance and administration for associations of every size.