Trade or professional groups and philanthropies share a common challenge, which is the increasing competition for their supporters' time and money. Non-profits are all chasing the same donor dollars and trying to keep their cause top of contributors' minds. Similarly, industry associations are striving to keep their members interested and active in order to continue the influx of annual dues. Today, it is getting harder for people to focus their attention and find time to get (and stay) involved.

Compounding this problem for trade and professional associations in particular is the Internet, which is challenging their longstanding position as the sole purveyor of industry-related information. Members can now find a lot of what they need through an online Google search, thus diminishing these groups' value. For this reason, associations need to find ways to enhance member services and regain their role as the critical hub for their masses. They're asking:

• How do associations stay relevant in light of encroaching competition for member attention?
• What can be done to add depth to member services to justify the cost of belonging, especially on a limited association budget?