Since March 2020, businesses have been closing, pivoting, or returning to a new normal. MEA Energy Association (MEA), a trade association serving natural gas and electric utilities across the United States, is no exception. When in-person trainings and conferences halted, calls for social justice rose to the forefront, the presidential election hung in the balance, and screen fatigue set in, MEA leaders recognized the need to assess and adapt to best serve their members. The challenges were both tactical and strategic. How would MEA provide technical education virtually? How would MEA help connect members virtually? How would MEA provide value now and in the future to an industry that is both necessary and changing? And, ultimately, how would a trade association fare during this time of economic, public health, and existential crises?
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