The Art of Membership

MSAE’s Membership Networking Group met to discuss Sheri Jacobs’ book “The Art of Membership”. We had an insightful discussion on the value of social influence and the importance of engagement.

Top Takeaways:

1. Get rid of Early Bird deals. Price for events goes up every week.  

2. The Orange Bow Tie. Recognize the engaged and committed members at events with something special.

3. Continue to check in with your members. Remind your members to update their profiles, to tell you what they need and how they want to be communicated with.

4. Remind people what they can take advantage of. Always be promoting your free resources.

A new resource we recently came across is the Association Management page on reddit. Find a variety of articles on all things associations.  

Our next meeting will take place at MSAE’s Networking Group Day on January 27. The meeting to follow will be March 10.

Meeting Promotion Ideas

MSAE's Meeting Management & Education Networking Group met to discuss meeting promotions (i.e. discounts, scholarships, BOGO, etc.).  Here are the top takeaways:

1. Host a 5K to raise money for scholarships. Sole Motion is a company that can help you coordinate the event for a fee. Make it a family event and have on a Saturday.
2. Add a line to contribute to the scholarship fund with dues renewals
3. Consider a different pricing model for a conference – one price for an organization versus individual – goal is to build relationships with others in the organization, not just the top contact – don’t offer food or either you will lose money.  Download samples here.

Membership Networking Group Recap

MSAE’s Membership Networking Group met to discuss Return on Investment, Retention and Strategies to Recruit Members. We had an insightful discussion on the art of selling memberships and looking at who your audience is.

Top Takeaways:

1. The new ABC’s of selling: Attunement, Buoyancy and Clarity.

2. Use your phone! Don’t forget the importance of personal connection – even if it is leaving a 15 second voicemail to a new member.

3. What is your biggest return on investment? Dollars? Connections? Saving time?

4. Do your research. Potential members know as much about your product and services as you do.

At our next meeting, Tuesday, May 20, we will discuss the “Member-Only” section and resources on our websites.

Communications 2-for-1: Digital Strategy & Best Reads

MSAE's Communications Networking Group had a 2-for-1 meeting where we discussed Digital Strategy and Best Reads for communication professionals. Here are some highlights from our meeting.

Part 1: Digital Strategy
What is your digital strategy? How do you create one? 

Creating a digital strategy for non-profits is a four-step process:
1. Identify & Goal Set
2. Planning & Creation
3. Implement & Execute
4. Measure & Analysis

Here is a helpful document on creating a digital strategy for non-profits -
 http://mb.cision.com/Public/3847/9287562/b2d76349a4c04c81.pdf 

Components of digital strategy are: online ads, web, social media, mobile, email, sear and a possible seven and eight are online communities and mapping. Each item will hold a different weight in your organization. Its up to you to decided what is most important.

Part 2: Best Reads for Communication Professionals
Everyone has their favorite books, magazines, feeds and newsletters they subscribe to. Here is a list of some top resources:

1. inc.com
2. prdaily.com
3. Business Insider
4. Fast Co.
5. Twin Cities Business
6. Mashable
7. Yahoo
8. Google
9. Business Journal Daily
10. Other industry resources

Books to keep in mind:

1. The World is Flat
2. The Myth of Multi-Tasking

What resources do you use?  Do tell.

Tools to Access Current Education Topics

MSAE's Meeting Management Networking Group met to discuss Tools to Access Current Education Programs.  Here are the top takeaways and tools:

• Education Evaluation Matrix - concept from Mary Byers from Race for Relevance, utilized by Aging Services of Minnesota. Download matrix. Customize each column with measurements important to your organization (use your own!) and rows with current education programs to be evaluated. When evaluating, assign the same number of 1's, 2's, 3's, 4's, 5's - mark 5's first, then 1's, 4's, 2's and 3's. Have your staff, board, members or whomever you'd like to complete the evaluation, then compile total rating. This process is great for evaluating current programs, forces you to rank programs and highlights high and low items. Then discuss how you can make 1's into 5's or decide if you keep. How can you make the 5's even better? The group really liked this evaluation but noted that it does not help to generate new education programs. Sample matrix completed. Aging Services of MN Recap with more helpful ideas to get you started.
• Net Promoter Score - another helpful tool, great for evaluating speakers or meetings. Idea is that members/customers are either promoters (9-10), passives(7-8) or detractors(1-6). NPS = % of Promoters - % of Detractors. Article to get you started.
• Thoughtfulness in evaluating education process - will increase response rate!
• Ask forward thinking questions - such as, tell us what you want in the future, rank topics, etc.

Good luck with the process, let us know how it goes!

Networking Group Day

60 members joined MSAE for our first-ever Networking Group Day on 1/31. It was a great way to kick off 2013, showcase and participate in MSAE's six networking groups, connect with members and share ideas. Here are the top takeaways from each Networking Group discussion:

Allied Networking Group

Marketing Sales Techniques

• “Cold calling” / prospecting – utilize resources like LinkedIn, Google search and Facebook; rethinking preferred method – email; send subtle follow up.
• Concessions – comp stay “secret shopper” evaluations with video testimonials; making sure both parties are benefitting.
• Building the relationship / creating the experience.

Creative Approaches to Close the Sale

• My competition doesn’t have “me” – the relationship is the close.
• The authentic close – engaged and aware of their needs. Listen.
• Simple gestures go a long way and sometimes inexpensive gestures go further and mean more to the clients.

Communications Networking Group

Google Apps & the Cloud

• Utilize Google Alerts to have specific web content delivered to you via email on the regular basis you specify.
• Use the "trick" of searching a specific website right from Google's homepage by typing into the search bar: "search term" site:[website domain]. Example: "communications" site:msae.com
• Consider the potential issue of "Who owns the data?" when it comes to cloud applications.

2013 Communication Trends

• The idea that we are no longer in the "information age" - we are in the "attention age" - you must communicate to get people's attention and then keep it!
• Websites are the primary source of communication today and "responsive web design" is a trend to watch - part of the evolving conversation of what it means to "go mobile."
• Infographics are a new communications tactic that you can use to deliver information in a visually interesting, easily digestible way. Reconsider "stock" print collateral like membership brochures, annual reports and holiday cards to see if infographics could be employed to better deliver this content.

Financial & Accounting Networking Group

Budgets & Project Allocation

• Consider line item for reserve line item.
• Project allocation – consistency and look at big picture time allocation from software.
• Need detail to produce good reports and good association management software to provide accurate information.

Controls & Fraud

• Separation of duties, multiple people review purchases and statements.
• Credit card controls protect from unauthorized access.
• Financial audit is not fraud investigation. 

Meeting Management & Education Networking Group

Special Events

• Serve meal without dessert and auction off desserts.
• Incorporate community/charity outreach projects within events.
• Hold an event at a high-end car dealership.

Great Meeting Ideas

• Social Media Bar to train and increase social media presence.
• Ignite sessions – igniteshow.com.
• Experience – people want an experience at meetings/committee meetings.

Membership Networking Group

Increasing Dues and Revenue Streams

• Affinity programs / partnerships.
• Establish ROI – professionally and personally for members.
• Proprietary packaging brings in money.

Member Engagement

• To create an experience for everyone to take away.
• Engagement is about feelings; if you can create positive feelings in all events, communications, etc., you’ll be creating engaging experiences.
• Take join OFF your website; you’re not joining, you’re connecting.
• Have fun!

Young Professionals Networking Group

Generations in the Workplace

• Using a “mentor” to go to about advice / approaches with different generations can help in challenging situations.
• Important to find right communication styles between generations – will help working relationships.
• Build mutual respect is key.

Managing Relationships

• “It’s not who you know, it’s who knows you.”
• Follow up after initial contact with something light to maintain your relationship with the planner.
• Find a mentor.

For more information on MSAE's Networking Groups, visit www.msae.com.

Professional Development and Certifications

MSAE's Young Professionals Networking Group met to discuss the various certifications one can receive in the association and hospitality industry as well as where to get professional development courses, credits and classes.

• CAE (Certified Association Executive)
• Consists of 100 multiple choice questions based on 9 domains.  Each domain is content from different areas of association management and weighed based on importance. 
• Exam is given twice a year (May & December).
• Fees associated with application, study materials and re-certification.
• CMP (Certified Meeting Planner)
• Consists of 250 multiple choice questions based on a series of course content.  Content based on the meetings, convention and exhibitions industry. 
• This exam is given five times a year and has different windows to apply by.  
• Fees are association with application, study materials and re-certification.
• Professional Development
• MSAE offers a variety of education and courses to help earn credits towards either one of these certifications.
• You may get credits for online or in-person education.

Tips:

1. It helps to get buy-in from your company to help you along in this process. Whether it be in fees or flexible time to study.

2. The knowledge you learn from obtaining a certification can be directly transferred to your job and in turn help out your organization.

3. You have to make the commitment to taking an exam.  Once you make the commitment put 100% into in.

Health Insurance and Benefits

At the October Financial & Accounting Networking Group meeting, we discussed health insurance and benefits.  Some of the items covered were HSA's, self-insured portion, Obamacare, public/private exchanges, small business health insurance credit, tax provisions for 2014 and more.  Here are the top takeaways:

• Be more aware of what you are offering (programs, etc.) and look at it annually.  Individuals being insured need to be aware of plan - communicate costs to association with your employees.
• There are a wide variety of options out there - not one size fits all, you will pay if not aware. 
• Stay on top of new changes to the law.  

New Technology for Meetings

New technologies and opportunities to engage members are all around us - from apps, social media, mobile technology, webinars, e-marketing and more.  The Meeting Management & Education Council talked about what's working in their associations and ideas for the future at the November 7 meeting.  Here are the top takeaways:

• With the increase in members utilizing smartphones and technology at meetings and events, it is up to the speaker/presenter to set the expectation for using mobile devices during each session.  
• Twitter is a good resource at large conferences and events to get out information quickly and promote exhibitor drawings and prizes - consider using a big screen outside the exhibitor entrance to engage attendees.
• Is your website mobile friendly?  Mobile websites need to be coded to be mobile friendly (.mobi sites).  Don't have a mobile website?  Consider a responsive website design that adapts to fit the viewing device.  Example: http://elliotjaystocks.com/ - view this website on full screen, then drag to make smaller (you should see that the copy changes to fit the screen).  

MSAE members are creating conference apps (some providers include Amaratech-MSAE, Quickmobile-MNLA, in-house-Aging Services of MN) and seeing a change to offer more mobile options (print is still important though).  MSAE hosted trivia at the most recent Fall Conference and it was well received - http://cosgrovepresents.com/.

Association BarCamp

Over 50 members came out for MSAE's Association BarCamp on 9/14 - topics were selected that day, here are takeaways from each discussion:

Next Generation Retention and Recruitment

• Don't use structured English in communication. Don't use "join" - instead use "engage" or "participate." Be fast, quick, to-the-point. If you don't, you will lose their attention.
• They need to feel their contribution/opinion is valued.
• Identify groups by mindset rather than age.

Online Learning

• Offer a subscription service for purchasing online learning.
• 3 Association / Group Resources - ASTD, Digital Learning Forum, PACT.
• Online is great but continue with face-to-face.
• Ways to build online self-directed resources - software to use: Articulate.

Effective Communication in the Workplace

• Intentionally establish your communication culture (e.g. it's okay to be blunt).
• Stop emailing - go down the hall and talk to someone.
• Pay attention to your speaking tone. People read your written messages in the voice in which you speak to them.

New Membership Dues Structures

• Let members choose how they want to pay (monthly, quarterly, annually - but commit to entire year).
• Give option for members to pay for membership, events, education - "all inclusive" and give them a monthly fee. "Save time, save money."
• Don't ask them to "join," ask them to "engage" or "participate."

The Modern Meeting

• Read the book: "Read this before our next meeting" by Al Pittampalli.
• Instead of a meeting, have a work session.
• No more meetings to give information, write a memo instead. Only meet to provide dissent or coordinate effort.

More vs. Less

• Narrowing your message - keep it simple and target your segments - "FOCUS."
• "Vote with your dollars" to learn member needs - have members use fake money to put against programs - allocate their dues.
• Learn needs - focus - execute - and stay on plan.

Cold Calling - Get exposure for your association or company

• Try a sales system like Sandler.
• Cold calling isn't dead, it's different. Includes email, social media and calling.
• Find a unique connection to warm-up the initial conversation.

Apps for Associations

• Don't force members to login to access an event app. Maybe use an event code onsite to access?
• Sponsorship opportunity to cover cost of app development.
• Most useful apps for associations seem to be related to events. Hard to see value-add of an app just for membership.

Brand Management

• A logo is important and truly can communicate a lot about you. Fonts can show a definite feel. How will it look in print and online?
• Use an online logo creation crowdsource to get your new logo - LogoDesignGuru.com or DesignCrowd.com are examples.
• You need to know who your organization is before you adopt a new logo. And not just who you are, but also who you want to become, and who you are to outsiders?

Using Member Data for Planning

• Developing the right questions.
• Be consistent with questions and measures.
• How do you develop a system to track member activity?
• Incentivise!

Maximizing Trade Shows

• Interaction - Increase traffic? Tying your booth message into why you are presenting? Tie message to product.
• Money - price paid for booth does not equate to greater traffic.
• Failure - research why your message is not working. Revise your approach.

Email / Constant Contact

• Be as succinct as possible. Make emails "scanner-friendly." Shorten story titles and end with "..."
• Measure the effect your email is having. Are they truly reading? Are they finding it truly valuable?
• Experiment with different messages for different segments.

See photos from Association BarCamp online at Flickr. Download Free Tools handout.

New & Innovative Marketing Ideas for Meetings

At MSAE's September 12th Meeting Management Education Council, the group discussed new and innovative marketing ideas for meetings/conference.  Here are the top takeaways:

• Instead of printing handouts, direct attendees to handouts via QR codes.  
• Consider a conference app - launch 3-4 weeks in advance of conference, do your research, find ways to save money (sponsors) and remember the iPhone app approval process can take up to 6-8 weeks.
• Use video!  Film clips of members (testimonials) and consider getting a backdrop, lights, red carpet, photographer, etc. - one member created a paparazzi wall and it was really popular with members!  Also consider showcasing members (promote them).  Just try it - all you need is a camera and some creativity.  Click here to see some of MSAE's videos on YouTube.
• Print is not dead - try new paper textures, etc.  

The group will meet next on November 7 to discuss Creating a Conference App, Incorporating Social Meda and More!.  To register, visit www.msae.com/calendar.  

Why We Love Google

MSAE's Communications Networking Group discussed the inspiring capabilities of Google products that can help promote your business or association.

Highlights included:


1. Google Apps for Business

• Includes: Google Docs, Calendar, Mail, Video and Groups
• When is it a good idea? When your whole organization wants to be on board with Google features
  
• Provides more storage - acts as office server
  
• Guarantees 99.9% running time
  
• Phone and email support from Google
• Cost is $5/user per month

2. Google+

• The main difference between Google+ and Facebook is...Facebook has friends and Google has circles that you group your friends in
• Great tool for interoffice team building or sharing
• Hasn't picked up much interest since the first big push

3. Google Places

• Free product to help promote your organization
• Add pictures, descriptions, and details of your organization

Other Resources:

1. Google
2. Article: The Difference Between Google Products
3. Book: The World is Flat
   

New Trends in Trade Shows/Exhibits/Expo and Sponsorships/UBIT

At our recent Meeting Management Education Council meeting, the group had a lively discussion on sponsorships & UBIT (Unrelated Business Income Tax) and new trends for trade shows. Here are some of the takeaways:

Sponsorship

• First and Foremost - always consult your legal and tax personnel for more details and advice. The information provided below was taken from our meeting and is not meant to be used as tax or legal advice.
  
• Some of the big changes with UBIT relate to ads - the words marketing, advertising, ads, advertisements make the sponsorship dollars taxable, need to acknowledge sponsors instead of advertise for them - use words like sponsorship recognition, alternated recognition (instead of rotating ad), etc. in your sponsorship programs
• Sponsorship Q&A Article from Moore, Costello & Hart
• Create more opportunities for sponsors - conference and association apps are popular right now, some of our members have paid $6,000 and up to have a professional app created, free app builders are available too, like ibuildapp.com and guidebook.com.
  

New Trade Show Trends

• Open format with exhibitors around the perimeter; food, big sponsors and sessions in the middle
  
• Provide a session for exhibitors to train them how to make most of experience (benefit if register early, at event or prior add-on)
• Beer & Wine Tour to check out all areas of the trade show floor (have drawings, tastings, etc.)
  

Form 990 & Internal Control

MSAE's Financial & Accounting Networking Group met today to discuss Form 990 and learn from each other's experiences. Below are the top takeaways from the meeting:

1. Changes to Form 990 for 2011
   
2. Visit GuideStar online to view Form 990's - it's all online and easily accessible.
   
3. If board member recommends friend/family member for service, probably in best interest to avoid due to conflict of interest policy.
4. "It's okay to be on the leading edge, not the bleeding edge"

The group will meet again on May 10 at The Harrington Company to discuss budgeting and UBIT, visit MSAE's Calendar of Events to register.

Board Orientation Best Practices

MSAE's Financial & Accounting Networking Group recently met to discuss board orientation best practices, from a fiduciary perspective. Here are the top takeaways from the meeting:

1. Include a confidentiality section as part of your board orientation and policies.
2. Post minutes, board packets and policies online - it will save you time and money!
   
3. You must have D&O insurance and make sure check what it covers - limits, etc.

The group will be meeting again in 2012 - stay tuned for meeting dates.

Tips from CEOS

Panel discussion at MSAE featured three experienced CEOs who shared tips and techniques: Derek Hazeltine, PLUS, Mary Detloff, MN Society of Professional Engineers, and Paul Hanscom, Ewald Consulting:

Listen more. Learn something new or meet someone new everyday. Get your CAE. Tackle challenges head on. Foster teamwork. Empower others. Delegate. Serve on a board to experience being a volunteer. Encourage employees to grow. Focus on solutions.

Marketing Strategy & Evaluation of Programs

Here are a few good questions to consider asking in your next education survey (these questions help measure the experience, not just the quality of the programming):

• How did you feel after the conference?
• What made you come?
• What did we miss?
• What keeps you up at night?
• Everyone in the industry is talking about...?
• Your top priority this year is...?
• This will be a great conference if...? (include on the registration form)

Other ideas to consider for your next survey:

• Offering an incentive or prize is a good way to encourage attendees to complete surveys; several of our members give away free tickets to the conference next year, others have a budget for survey prizes (iPads, etc.).
  
• PollEverywhere.com - survey text option and inexpensive, can also email and tweet responses.
• Send out a "Didn't Attend the Conference Survey" to find out why members aren't attending.

Marketing Ideas

• Turn features into benefits - take your marketing collateral and highlight all features in blue, benefits with yellow - how much is highlighted in yellow? Turn these features into benefits (sometimes asking the question, so what? helps).
  
• Customize when at all possible.
• When in doubt, less is more.
• Have a social media policy. MEA Forum Rules & Social Media Guidelines MEA Conference Policy
  

Program Design, Development & Implementation

Takeaways from the Meeting Management Education Council meeting on June 22:

• When planning education, the group gets input and ideas from: committees, call for proposals, evaluations, surveys, focus groups and listserv groups.
• RFP’s for speakers – suggest potential topics (and why they are important to your group), include background on the audience (challenges, etc), ask when the speaker last spoke and for how many people, have a preconference call, expect them to customize the presentation for your group. Sample Call for Presentations
  
• Consider hosting a BarCamp for your association
  • Definition of BarCamp: a) an ad-hoc gathering born from the desire for people to share and learn in an open environment. b) an intense event with discussions, demos and interaction from participants who are the main actors of the event.
  • Quick notes about BarCamps – they are free, the attendees pick the topics so it’s “just in time education,” planners need to let go of the planning.
  • For more information on BarCamps, visit barcamp.org or attend the MSAE BarCamp in September!
  

Meeting Policies

Top Takeaways from the Feb. 24 Meeting Management Networking Group meeting:

• Charging Non-Members More for Events, Can't Exceed the Cost of Membership - “Non-members may be charged more than members are charged for services to take into account that nonmembers pay no dues. Nonmember charges should be reasonably related to the extent to which dues income or other resources support or subsidize the services being sought (it has never been made clear whether a nonprofit can include in its calculation the value of volunteer time and expertise in calculating fair supplemental charge for nonmember access to competitively valuable membership services.) Nonmember charges for services should not be set so high as to deliberately compel joining the organization. This, it could be argued, might violate the principle of availability of competitively valuable membership services to nonmembers.” - Jacobs, Jerald. Association Law Handbook: A Practical Guide for Associations, Societies, and Charities, 4th Edition. Washington, DC: ASAE, 2007.
• If you don't already, have a weather policy
• Check all locations for policies and make sure they are consistent

To see member cancellation/registration and weather policies, click here (you'll need to sign in on MSAE's website to view the policies).

TED, Trends and Non-Members

Top takeaways from the Feb. 23 Senior Staff Networking Group meeting:

• TED.com - Ideas Worth Spreading - Share your association's videos and best practices on Ted, it's great for you and your members!
• 11 Trends for 2011 - Video and social media are a must, if you aren't doing it - someone else is. Check out the other trends to watch this year (from the MSAE Speakers Showcase on 2.17.11).
• Send a blank newsletter to non-members (or past members) who should be members - will show them what they're missing.