It’s day 64 of sheltering in place for me. During this time, I’ve talked to many association professionals, presented several webinars to help develop solid go-forward strategies, and collected a variety of resources (which is available here). As a result of this activity, here’s what I’m suggesting right now:
- Recognize we are in this for the long haul. Speaker Ryan Estis says, “The response window for a crisis is typically measured in months, while recovery is measured in years.” I haven’t seen or heard anything that leads me to believe we are in for a quick recovery.
- Make the best decisions you can and move on. I know you are facing agonizing decisions. I know you are taking your time making them. Collect the data you need. Consult your team and listen carefully to what they recommend. Sleep on it. Decide. And then move on. Second-guessing serves no purpose. Remember, you’re making the best decisions you can with the information you have.
- Accept that your contingency plans may need contingency plans. Is it safe to plan a fall meeting? What about a 2021 meeting? Will we have a second wave in the fall or winter? Who knows? (The chart here might be helpful as you answer these questions.) The associations I see planning future meetings are asking for virtual options to be built into the plan.
- Don’t place your hope in a vaccine. A Harvard-trained epidemiologist was on one of the calls I participated in recently. She reminded us that we don’t have a vaccine for some illnesses (like the common cold or HIV). Later, I heard that no vaccine exists for any of the corona viruses. If a vaccine happens, it’s months away. Plan as if we won’t have one—but pray we will.
- Remain focused on helping your members through the pandemic. Members are seeing how you are scrambling to provide them with information, training, guidance and resources. This builds trust and loyalty. (I’ve heard from several organizations that have actually gotten new members because of how they are serving their market by creating value.)
- Prepare now for your “next normal.” We’ve heard a lot about the new normal: this is what happens to you. Your next normal is what you choose as a result.
- Embrace the knowledge that uncertainty leads to acceleration. The pace of change has quickened almost overnight. Use this time to lean into the trends and realities that enable you to move to your preferred future.
- Admit decision fatigue is real. Take care of yourself as you are taking care of others. Get outside. Walk. Nap. My best ideas during this time haven’t happened when I’ve been sitting at my desk. They’ve happened when I’ve been away from it—where I can see that there is still beauty and joy and hope in the world. It’s these things that make it possible to keep driving forward. (Click here for a decision-making framework that might be helpful to you and your team.)
Three words have kept me going during this time. I hope you will find them to be encouraging as well: We will prevail.