Deriving value from professional associations

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OPINION

By Nancy Akullo

Years ago, I ran into an old friend whom I had studied with. As expected, we got to talking. We chatted about life and career, and then the subject of professional associations came up. I asked her if she was a member of her professional association. She laughed hard and said, “It isn’t something I have considered.”

I asked why.

She replied nonchalantly, “Hmmm, I really don’t see the value there.”

I tried to convince her about the learning and networking opportunities. She did not buy.

Such is the reality of the outlook towards professional associations. The apathy is telling. Even with the more established membership organisations, often the sense of disgruntlement is heavy with the question of value lingering constantly.

Whereas the question of value is valid, it is important for members to come to the realisation that professional associations and membership organisations are only as vibrant as the members’ commitment.

Expectations must be accompanied with involvement and a good understanding of the association.

First, members need to understand the mandate of the association. Most associations and membership organisations are established to unify, represent, regulate and enhance the continuing professional development of their members. How well do you know the mandate and objectives of your professional association?  Have you read the constitution? Are you conversant with the rules that govern the association? Do you understand the funding mix? Learning the association is crucial because once you understand the reasons for which the association was formed, then you are empowered to seek the right services from the association.

Second, members should be acquainted with the financial position of the association. The Annual General Meeting (AGM) is the most important meeting of an association. However, it is commonplace that often AGMs are attended by less than two-thirds of the membership. If you can only get involved in one activity of an association, it should be the AGM because it is where you get exposed to the organisation’s financial performance and position, and you also have the opportunity to participate in decision-making.

During the AGM, the annual report will reveal to you the financial health of the association, and hence the capabilities. Pay attention to the statements of financial position, financial performance, cash flows and the auditor’s report. Perhaps the association is unable to effectively deliver on its mandate because of a resource constraint due to gaps in subscriptions. Is there something you can do to improve this scenario?

Meet your membership obligations. Many professional associations are primarily funded through membership subscriptions. Therefore, by paying up your membership subscription, you contribute to growing the association’s revenue. Are you up to date with your membership subscription? Can you mobilise your colleagues and friends to join the association? Be an advocate for your association.

Get involved. Participating in the association's events and activities will help you realise the value provided through the programmes. A considerable percentage of membership value is provided through events and programmes. Prioritise seminars and workshops organised by your association, participate in awards ceremonies and engage with the association on digital platforms.

Offer yourself to serve. Leadership opportunities on boards/councils and committees present excellent opportunities to influence change and cause the difference that you aspire for. Your experience and qualifications could position you as the ideal candidate to add value to the association. Therefore, when opportunity knocks, throw your hat in the ring. Additionally, resources are often a challenge for professional associations. Are there services you can offer voluntarily or at a discounted rate? Can you influence your organisation to sponsor an event or a cause?

Seek out the opportunities available. One of the biggest benefits that professional associations offer is networking. With WhatsApp groups and other social media, you are exposed to hundreds of colleagues and you can easily connect for mutual benefit. Have you tried hard to connect with a key figure but in vain? Events offer an ideal platform to interact freely, as the ice gets broken easily. If the dignitary is on a panel, reach out to them at the end of the discussion, introduce yourself and ask for their contact information. A follow-up conversation will be much easier after this.

Be deliberate about what you seek to gain from the event. If your goal is to network, do not leave the event without at least 5 new contacts. Use events to benchmark. Learn a thing or two about organising events and apply this at your organisation. We learn from each other.

Other membership perks include discounted rates at events, continuous learning opportunities, leadership opportunities, access to information and positioning for advancement – some jobs require membership of professional associations as one of the minimum requirements. Without membership in a professional association, your access to these is limited.

Therefore, if you look closely, you will find that there is plenty of value to be derived from professional associations. Some of the value is a given, while some of it is for taking. I have learnt in life that sometimes, we have to be deliberate about what we seek to gain from various opportunities.

If you keep an open mind, you will see that there is much to gain from professional associations. But first, you need to get involved. The growth of professional associations is a team effort.

The writer is a member of the Public Relations Association of Uganda