How to Build a Global Presence

Understanding the Essence of Global Expansion for Associations

When it comes to taking associations global, it’s common to be met with a sense of uncertainty. The economic landscape may seem unclear, the market untested, and the investment required significant. However, venturing into international waters is akin to any other innovative endeavor—an opportunity for growth and evolution. Rather than focusing solely on membership plans, the key to successful internationalization lies in understanding how individuals from diverse backgrounds seek a sense of belonging within a community.

In a recent Associations Now Deep Dives article titled “Crossing Borders,” experts emphasized the importance of fostering a culture of belonging over simply increasing membership numbers. Jakub Konysz, MBA, IOM, CAE, founder and CEO of Global Navigators, highlighted the enduring appeal of affiliation, stating, “Belonging to a group is still a very popular value for people around the world. While there are exceptions like China, the desire to be part of something larger remains universal.”

Caitlyn Pollihan, CEO and Executive Director of the International Society of Arboriculture (ISA), echoed this sentiment, emphasizing the importance of community and connection in their global expansion efforts. ISA’s approach involves tailoring messages while maintaining consistent offerings to cater to diverse preferences across different regions. Whether it’s about belonging to a larger community or accessing resources, ISA’s strategy revolves around meeting the needs of its international audience.

With 18 percent of its members now residing outside the United States, ISA’s global reach continues to grow. By engaging with local organizations and understanding their professional culture and needs, ISA establishes meaningful connections that transcend geographical boundaries. Proactive engagement with international stakeholders and participation in global conferences further solidifies ISA’s presence on a global scale.

While building a global presence may involve travel and strategic planning, it’s essential to grasp the bigger picture of the international ecosystem. By attending international meetings, collaborating with sister societies, and actively participating in global dialogues, associations can gain valuable insights into the dynamics and challenges of operating on a global stage.

Ultimately, building a global presence is not just about expanding membership—it’s about creating a sense of belonging, fostering connections, and sharing knowledge on a global scale. By understanding the diverse needs and preferences of individuals worldwide, associations can truly make a meaningful impact beyond borders.