During 2020 and 2021, maritime-related trade associations were forced to adapt to a global pandemic and supply chain challenges that severely curtailed revenue sources from fundraising functions. Some associations rely on industry gatherings as their principal source of funding.
In addition, while certain players in the maritime business realized historic profits, others suffered and struggled to make ends meet. This caused many trade association members to question the value proposition of belonging to an organization and how supporting that association makes sense in today’s altered world. The COVID-19 pandemic forced trade associations to demonstrate the value they bring to their members and find ways to monetize that value.
The Institute of International Container Lessors (IICL) provides an essential education and testing function for container inspectors on a global scale. While this revenue has been impacted by the pandemic, IICL found ways to be flexible with our registrants and allow them to take the exams when test centers reopen.
This forced us to evaluate our processes, mine existing data for opportunities, and learn more about our customers. The data revealed that most container inspectors IICL certifies are located in China, yet we didn’t offer our certification exams in Mandarin. At the end of 2021, we began offering our two most critical exams in Mandarin. Going forward, IICL will automate the reporting of critical data and reminders to repeat customers for renewing certifications.
Providing critical services and timely industry information to keep members informed is key to staying relevant and garnering support. In 2022, IICL will explore the sale of digital documents, develop more online training opportunities, and redesign and improve our website and online store.