Creating a Smart Sunsetting Strategy
Focus on programs that move the association forward
While associations worked quickly to meet new member needs during the pandemic, their expectations have evolved over the last three years. But have association programs and products changed along with them?
"The world changes around us all the time," said Ankur Ponda, MBA, senior consultant at McKinley Advisors. "COVID taught us that we need to be agile and nimble and adapt to the market and what our members are telling us. Our portfolio needs to evolve with those changes."
As part of her process, Jennifer Blenkle, senior director, strategic initiatives, at the American Physiological Society (APS), conducts a postmortem with her team for each project to review what worked, what did not, and what they can to differently.
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