If you run a strong national association with a far-reaching online presence, domestic market saturation, or interest in membership from individuals in other nations, you might be thinking about going global. International expansion can extend your reach, unlocking new audiences of potential members and revenue streams.
However, global expansion can also bring about complex, new challenges your association has never faced before. Expanding internationally is typically a five- to 10-year investment requiring in-depth research, strategizing, and internal coordination.
In this guide, we’ll explore six considerations you’ll need to keep in mind as you plan for a smooth and sustainable international transition.
1. Conduct a global readiness assessment.
Before moving ahead with researching international markets or complex tax regulations, you should first conduct a detailed global readiness assessment to determine whether your organization is truly in the right place for this step.
This means asking questions like:
- How are things going domestically? Is our membership shrinking, growing, or plateauing? What have we done to address any flat or negative trends in membership?
- Are we seeing recurring inquiries, registrations, or interest in our offerings from international prospects, even without targeting them directly?
- Are we receiving a significant amount of international web traffic or engagement with our digital channels?
- Do we have the operational flexibility and bandwidth to take on this project?
- Do we have adequate buy-in from our board and leadership team to make expansion a strategic priority?
- Are any partners or peer organizations abroad looking to collaborate or co-host events?
- Would our offerings stand out on an international stage?
If the assessment is favorable at this point, it can be helpful to conduct a risk assessment. Take a preliminary look at potential legal, regulatory, or financial challenges, and with an expert if needed. Identifying major roadblocks early on can help you better prepare for going global if your association is ready for it, or decide to pause on expansion if not.
2. Understand local regulations and compliance.
Going global means entering new and unfamiliar regulatory environments where seemingly simple activities can spiral into complex webs of red tape. For example, say you’re holding a fundraiser and want to be able to accept international donations. You’ll need to take some extra steps here, like submitting any required tax forms or receipts to their government or confirming that the donor is not affected by sanctions from the United States Office of Foreign Assets Control (OFAC).
Here are some important areas to research for any country you plan to expand into:
- Regulations for membership groups: Research membership laws, data protection rules, and nonprofit or association-specific requirements.
- Example: A U.S.-based association with members in Germany must comply with the European Union’s General Data Protection Regulation (GDPR).
- International tax and financial compliance: Dig deeper into foreign tax compliance and reporting requirements, foreign account disclosures, and anti-money laundering (AML) laws.
- Example: U.S.-based nonprofit organizations with international branches must self-certify under the Foreign Account Tax Compliance Act (FATCA), or they may be subject to hefty fines.
- Impacts on internal governance: Consider how global compliance affects your existing governance structure, bylaws, and reporting responsibilities.
- Example: You may need to expand your board to include seats for international board members.
Engaging international legal or compliance consultants can be helpful to avoid costly missteps, as they’ll be most qualified to navigate these regulations. Additionally, consider working with a management consultant firm that specializes in global strategy and growth.
3. Tailor membership models.
In addition to understanding regulatory differences, you’ll need to research what members value across countries. Based on local preferences, job markets, and economic conditions, you may need to adapt your:
- Membership structures. Accommodate diverse cultural, economic, and organizational contexts within your membership structure. For example, you might offer tiered memberships based on demographics (e.g., students, employees, retirees) or a set of digital-first offerings.
- Benefits and programming. Tailor benefits based on what the target audience finds most valuable, whether that’s earning certifications, attending events, or networking. For instance, a membership directory that all members can access regardless of geographical location makes forming new relationships simple.
- Pricing. Promote global participation and collaboration by offering fair pricing that aligns with foreign members’ local economic conditions. This may mean lowering rates based on factors like average income levels and purchasing power, or securing better deals for international members with support from corporate sponsorships or gifts.
If you’re able to collaborate with international partners or launch small pilot programs, remember to gather detailed feedback from participants. Ask them to rate your offerings and indicate how likely they are to renew their membership or refer potential new members to understand what they value.
4. Optimize your tech stack for global growth.
Your association management technology—i.e., the systems that keep your organization running day-to-day—must be equipped to handle international operations.
Specifically, you’ll need a robust association management system (AMS) with multi-currency, multi-language, and localization features. Protech’s guide to membership management software outlines must-have features, including:
- A member database to store and manage member information. Ensure it can accommodate international address formats, multiple currencies for dues, etc.
- Member profiles listing basic pieces of information (e.g., name, occupation/employer, specialities) that can be displayed in your directory. Consider cultural differences when crafting the fields for these profiles.
- Member directories, or a list of your current members that their peers can explore. Confirm directories align with relevant data privacy standards.
- Marketing tools that make it simple to reach and engage members, no matter where they’re located.
- Event registration and management capabilities allowing you to plan and execute events. Virtual and hybrid event functionality is essential for engaging members globally.
- Data analysis and reporting features that provide insights into your member data and allow you to sort information by country or region.
If you’re not already using one, strongly consider a scalable, cloud-based solution for easier access and security across locations and time zones.
5. Simplify payments.
Managing international payments can be a pain point if your systems aren’t built for it. As you audit and optimize your tech stack for global-scale operations, pay special attention to your financial management tools and features. Look for an association management platform that offers an integrated payment processing platform so you can give all members convenient, secure experiences.
Use this quick checklist to evaluate solutions, confirming that they offer:
- Multi-currency acceptance
- Diverse payment options (e.g., digital wallets, mobile payments, global bank account transfers)
- Localized payment gateways
- Cross-border compliance (i.e., adhering to domestic and international standards and regulations)
- Stringent security measures and fraud prevention
- Transparent reporting
These features ensure that managing recurring payments, refunds, and dues collection is seamless for all members and staff.
6. Build a globally aware team.
While going global is a largely technical, policy-focused move, don’t neglect the value of internal alignment around cultural awareness and appreciation. Think of this as the capstone to cultivating thriving international communities, held in place by all of your technological and compliance efforts.
Train your staff on important cultural norms, time zone considerations, communication preferences in international regions, and language basics (if applicable). Additionally, appointing a regional ambassador or international advisory group can help you better understand the culture, bridge gaps, and avoid potential missteps. Be sure to promote inclusive practices across all of your promotional messages and member engagement opportunities to welcome your new members.
Expanding internationally can be a rewarding next step and worthy investment for associations, but it needs to be done with careful consideration and lots of preparation. Additionally, build a plan that allows you to maintain excellent member experiences and balance local relevance with global ambition.
