Association growth: where change and tradition meet.

The number of associations in the United States has grown by more than 40 percent since the 1980s. In this number, I'm counting professional societies, trade associations, and commercial (i.e., business-oriented) organizations. As fast as work and business are changing, associations are still playing traditional roles by establishing standards, providing education and professional development, and promoting their industries or professions. They're doing all this while grappling with new technologies and a changing workforce - and doing so with a finesse that positions them for growth into the next century.

Changing associations for a changing world

The growth in associations has mirrored the changes in society, with organizations developing to represent new job types and industries, such as do-it-yourself products (the Home Improvement Research Institute, Lincolnshire, Illinois, was founded in 1981), and interactive television (the Interactive Television Association, Washington, D.C., was founded in 1992).

In addition, new twists on old industries have led to the establishment of organizations such as the American Match Council (1992) to promote the match as "an important invention and an environmentally responsible light." The explosion of home-based businesses is reflected in the establishment of several associations since the early 1980s. For example: the Home Executives National Networking Association, Bloomingdale, Illinois, founded in 1992.

Numerous new computer and telecommunication organizations are springing up and growing quickly, showing the cultural shift to a digital age. Prior to 1980, only eight professional organizations focused on computers; by 1995, more than 30 were doing so. The Commercial Internet Exchange Association, Falls Church, Virginia, founded in 1991, was established to promote the development of a public data communication network. The Smart Card Industry Association was founded in 1988 to promote the use of smart card technology and applications. Similar growth has occurred in organizations focusing on computer security, artificial intelligence, software development, and other related fields. The Internet Business Association, Reston, Virginia, and the Standard Independent Data Formats Association, Arlington Heights, Virginia, are two examples.

Sustaining core association activities

With the explosion of new associations focusing on new fields, you might think that associations' core activities would change. But even though the specific profession or trade of an association may evolve, its core activities stay the same. Based on data Gale Research, Detroit, collects about associations, it's evident that most associations focus on the development and enforcement of professional standards, through education and testing for certification, accreditation, and licensing. This historic focus remains the primary goal even of new associations in new industries.

Associations spend about $3 billion annually on educational services for their members. Educational programs are often conducted at seminars and conferences, making the association industry one of the main purchasers of services in the hospitality industry. Planning and managing conferences have a long tradition in associations, and though new technologies are changing the repertoire available to planners, conferences are still among the key educational offerings.

Setting standards

About 24 percent of associations set professional standards, and 15 percent certify that these standards are met. New standards and certification programs are being developed to address the many new jobs. The following are some associations and the certification programs they offer:

* The American Association of Airport Executives, Alexandria, Virginia, offers Accredited Airport Executive certification.

* The Fluid Power Society, Milwaukee, confers numerous certifications, including Hydraulic Technician and Pneumatic Technician.

* The National Society of Fund Raising Executives, Alexandria, Virginia, certifies fund-raising officers.

* The International Association of Healthcare Central Service Material Management, Chicago, confers the designation of Certified Registered Central Service Technician.

* The Business Market Association, Dallas; certifies Certified Business Communicators.

* The American Society for Photo-grammetry and Remote Sensing, Bethesda, Maryland, certifies photo-grammetrists.

* The National Health Club Association, Denver, certifies Professional Fitness Trainers.

* The American Society for Quality Control, Milwaukee, designates Certified Reliability Engineers.

These and other certification programs strengthen professions and the workforce.

Research and public education

Associations also conduct a great deal of research into their fields - nearly 65 percent of associations conduct research and publish statistics. Research conducted by associations helps each industry set standards and chart new courses for development.

Associations continue to use intimate knowledge of their industries to lobby government and conduct public education programs. Cotton Incorporated's "Cotton: the Fabric of Our Lives" commercials have done much to encourage consumers to consider cotton as an important product option. The National Coal Association, Washington, D.C., spends hundreds of thousands (and sometimes millions) of dollars attempting to influence the public's perception of the reported changes to the global climate, as does the American Petroleum Institute, also in Washington, D.C., to lobby against proposed taxes on fossil fuels (see Harper's Magazine, December 1995). These efforts by associations help to change the way Americans think about - and the way government regulates - industry.

Growing and changing

Large, established associations remain the most stable. Their budgets, membership, and staff sizes fluctuate little from one year to the next. In fact, more than 97 percent of the largest associations will still be around and going strong next year. Smaller, startup associations have a more difficult time gaining a toe-hold and are often defunct within a year or two.

New technology

The Internet is having a strong impact on associations. They are launching home pages on the Web, and using Web pages and e-mail for everyday communication is becoming common. Some particularly useful and well-designed sites include

* The American Psychological Association: http://www.apa.org

* The Society of Mechanical Engineers: http://sun470.sme.org/

* The Uniforum Association: http://www.uniforum.org

* Nexus - International Broadcasting Association: http://www.nexus.org/

* The Colorado Bar Association: http://www.usa.net/cobar/index.htm

These and other associations use the Internet to communicate with members, by providing newsletters, educational information, and industry data. They also use the Internet to prospect for members and to market programs and products. The Internet is a great place to list up-to-date schedules for conferences and seminars. Associations also further education of the public and the government through the Internet.

Increasing efficiency

Associations are doing more with less. An analysis of the 50 largest membership associations can be instructive: While membership has grown collectively by more than 100,000 members in the last year, budgets have not kept pace. In addition, while there are more members to serve, staff size at associations has typically decreased. Efficiency gains and technology improvements, along with a few overworked vice presidents, are keeping associations competitive.

Since 1985, the top 10 associations have grown in membership by about 36 percent - an average membership increase of more than 400,000 members per association (excluding the American Automobile Association). During the same period, staff size has remained the same. The top 10 organizations by membership size currently average 225 staff per association. They're learning to work smarter and more efficiently.

Associations continue to be a strong and constant presence in American life. Even as society changes quickly and sometimes wildly, associations provide a framework for managing that change. The tools to build membership programs - educational, informational, and promotional - may change, but the roles themselves stay the same.

Meghan A. O'Meara is a senior acquisitions editor with Gale Research, Detroit, publisher of the Encyclopedia of Associations.