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.

The Customization & Segmentation of Data

MSAE's Communications Networking Group, led by Tara Loftus of Adapta Interactive came together to discuss the book "Custom Nation" by Anthony Flynn and how we can apply the principles of a custom world to the association community.  Here are top takeaways from the meeting.

Everyone.  I mean everyone is accustomed to a a customized world.  Need an example?  Here are a few:

1. Why buy a CD, when you can go on iTunes and purchase your favorite song?
2. Don't need to watch a channel for your favorite show anymore, just get it on Netflix.
3. Music. Sick of waiting for the right music on your station?  Head to Pandora.

Everything is customized.  From your experience at a restaurant like Chipotle, to your phone case and coffee you just grabbed from Caribou. We live in a world of instant gratification.

What can a custom experience lead to?

1. Free publicity
2. Customers/members paying higher prices
3. Free market research
4. More sales, especially repeat business
5. Stronger online presence
6. Customer loyalty

So how can all of this apply to associations?  Well the challenge comes as most associations don't have a product, they have a service.  Here are some ideas the Communications Networking Group came up with on how to customize your association experience:

1. Create a "build your own membership"
2. Give your members what they need, not what they ask for
3. Give your members things they didn't think about
4. Avoid too many choices, it can be overwhelming
5. Provide recommendations, favorites guides or layout a process in easy to follow steps
6. Give your members the options of picking a finished package as a starting point. Provide them with the basics and let them build it from there.

How do you get started?  Use a test group. Ask members what they want. Give presentations to a small group of your new ideas. Just go for it! Create the buzz.

Buzz worthy headlines that associations can fill in the blanks...

"It's now possible to have a completely customized ______________"
"A new website, ______________ allows members to create their very own _________ and _________"

Ask yourself... "How do you shop?" "How do you want to shop?"

What experience can you offer to your members that is custom and keeps them coming back for more?

Led by: Tara Loftus, Adapta Interactive

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.

The Future of Young Professionals Groups

MSAE's Young Professionals Networking Group met to discuss the future of young professionals groups and how MSAE can better serve young professional members. Here are the takeaways:

The big question was how do you define a young professional? Is it by age?  Experience? Age and experience? Each association and young professional group is going to be different, but defining what a "young professional" is to your organization is a good first step.

Finding out what your young professional members want from your organization is key.   Do they want social events? Educational events?  Do they want best practices or platforms to share?  Are your young professionals into giving back?  Maybe a service project is a good idea. Survey, ask, but find out.

Is it important to keep your young professionals? Absolutely.  Even more important is finding out who your young professional members are and how to keep them engaged.  Do they even want to be called a young professional? 

Does your association have a young professionals group?  What is your association doing for younger members?  Please share. 

Cold Calling

MSAE's Allied Networking Group met to discuss tips and best practices for cold calling.  Here are the top takeaways:

1. The definition of cold calling has changed throughout the years with the advancement of technology and new resources to research potential clients. The group's definition included making contact with a potential client who does not know who you are - may be a call, email or LinkedIn introduction and generally isn't cold as you've done some research on the prospect.  
2. When researching prospects, it's best to check more than one place for updated job/contact information - some people don't update their LinkedIn profile or online directory can be out of date.  
3. New resources to research potential clients include: 

• Data.com (formerly Jigsaw.com) - provides name, email and address at company
• My.InsideView.com - provides contact information from CEO to janitor
• LinkedIn - continues to be a good resource

 

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.

Association BarCamp

MSAE hosted our 3rd Annual Association BarCamp on 9/27, topics were selected that day so they were relevant to the attendee needs, here are the takeaways from each discussion:

Trade Shows

• Focus on education and the exhibitors will come (similar to Ladies Night at the bar)
• Invite exhibitor feedback - form an advisory board and/or gather exhibitors after the meeting to get their input, give them a comment card
• Add a "reverse trade show" component to facilitate further in-depth conversations between buyers and vendors

Finding Time for Follow Up

• Time management - know what time of day works best for you
• Manage your time each day to handle email traffic, come up with a plan for a time each day to respond that is scheduled (beware of others expectations)
• Schedule time each day for follow up

Future of Membership Associations

• What's the future? Adopting a retail mindset - "what do you need today?"
• Being where our members are; mobile devices, learn where they are by tracking their preferences via your website
• Associations will stay as long as they remain relevant; what is the "priceless" value you give to your members?

Collaborating with Other Associations

• Before entering into any collaborative effort, having all parties sign off on a "memo of understanding" that outlines expectations, responsibilities and a time life of milestones
• "Adapt or Die" in terms of staying relevant; collaboration may be necessary to stay relevant
• Communication transparency is key; politics may not be avoidable - know this

Webinars

• Hire a "good" company - reliable, trustworthy, reputable
• Be aware of sales tax issue - new MN legislation regarding "digital products"
• Be cautious of "webinar fatigue" - the word 'webinar' = boring; title your webinars "web conference" instead

Sponsorships

• Engage the sponsors - customize for them
• Unique locations - think outside the box (Extreme Sandbox, Drive a Tank, car dealership, WhirlyBall, Horse & Hunt Club, etc.)
• Sell every space - window clings, foot prints, escalator runners, etc.

Future of Meetings

• Face-to-face meetings vs. webinars - face-to-face meetings are back, format is even changing
• Meetings are more creative, interactive; focus on group participation over speaker, lecture format
• Content of the meeting is key as you need to grab members attention to get them there; getting feedback afterward is key

Apps for Meeting Planners

• Evernote
• Super Planner
• Giant Timer
• Corbin Ball & Jim Spellos' website - tech for meeting/trade show industry

Social Media

• Have a strategy and specific goals
• Find out what target audience is following and tailor content towards it
• Timing - before workday, before lunch, at end of work? Tuesday - Thursday?

Event Marketing

• Use catchy language in subject lines
• Provide incentives for those that respond
• Use creative videos or animated videos in marketing and emails

Online Communities

• Member generated content - discussing together, don't be afraid to ask members to post
• Utilizing as a research tool to prospect new members
• Boost brand value and integrity by strong presence

See photos from Association BarCamp online at Flickr.

MSAE Marketing & Sales Symposium Roundtable Conversation Takeaways

As part of MSAE's Marketing & Sales Symposium last week, members had "Conversations with Your Peers" - here are the top takeaways from the discussions (technology, membership, branding, mobile, contracts, conflict and more!):

Integrated Marketing: Social, Print, Web, Video

• Consistency
• Simplify messages
• Find time to lay out all types of communications you produce and analyze them for consistency, content, etc.

Responsive Web Design: What is it? Why does it matter to your organization?

• Design with responsive in mind
• Design form mobile first - then build to bigger devices
• Think about the three most important things a user would want to see on your homepage

Brand Management

• Consistency is key
• Defining standards
• Use style sheets

Member Replenishment

• Putting members on committees, board - give them a voice
• Photos - communicating "fun aspect" - ID them
• Cross pollination across associations

Contract Negotiations

• Cancellation by hotel clause in contracts
• Mutual respect between meeting planner and hotel
• Spell everything out in the contract, not vague

 Workplace Conflicts - Strategies for Handling Workplace Tensions

• Think through the first words that will come out of your mouth before you start the tense conversation - start with a positive intention, such as, "I want you to be successful here."
• Find the balance between silence and violence.
• Just because you feel comfortable enough to say something to someone, doesn't mean you should.

Tablets in the Workplace

• There's an app for anything
• Microsoft Office can be accessed on your tablet
• iBooks are coming!

Mobile Technology Decisions

• Make sure your devices are compatible with what you do
• Look at the company making your device to ensure they will be around

So What? How to Communicate Member Benefits - Part I

• Can you deliver what you're saying?
• Customized communications - your member will listen
• Benefits is generic - value is the full package, brings more meaning

So What? How to Communicate Member Benefits - Part II

• Segmentation
• Know how your members want to be communicated with
• Meet your member where they are

For handouts from the day, click here.  Hope to see you at next year's Marketing & Sales Symposium!

Event Marketing: What Works, What Doesn't and Ideas for the Future

MSAE's Communications Networking Group met to discuss event marketing ideas - what works, what doesn't and ideas for the future.

How we can get our audiences to act immediately? How do you deal with over saturation? How do you make your event branding memorable? Do you how incorporate video?  Marketing is key in getting event attendance.

The top takeaways were:

• Send a marketing email on Saturday.  Who would have thought.  But think about it...we all check our phones at home even if we say we are not going to.  If your audience checks their email and sees an email from you they will see it then and when they get to their inbox on Monday.
• Use graphics, graphics and more graphics.  People digest graphics better than text.  Think Pinterest.  More graphics, less words. Don't give all information of an event in an email, send them to your website for details.
• Ask yourself what emails you read and why.  What subject lines get you to open an email?  When creating email marketing campaigns, ask yourself if you would open it.  You'd be surprised that your subject line might change. 
• Tip: Subject lines should be 5-7 words.  Don't use thank you in the subject.
•  Lists get response.  Are you more apt to read an email that says, "5 reasons to...Top 10 ways to...5 ways to...." Most readers like at a glance information.  Clear, concise and to the point. 
• Hand written notes, a lost art.  Aren't hand written notes the best?  Your audience will appreciate the time and effort you put into a hand written note and remember it.  Use them on past participates, in-active members, prospects or people you would like to reach out to in a special way.

What do you do to get your members to act to your marketing?  What are you doing in your organization that is creating buzz around your events?  Do tell.

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.

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.

How to Use Google Tools for Member Engagement

With Google you can search, send documents, email, have a business account, find places and many others.  Did you know all of these tools can help engage your members?  MSAE's Membership Networking Group met to discuss how Google can help your membership efforts, here are some top takeaways:

1. You need to direct your messages to one single person.  Each message should be unique to that members needs.
2. When you use social media tools, 60% of the time you should be tweeting, posting, talking about or sharing news about your members.
3. All members are different, its up to you to decide which tools will help create enthusiasm within your membership.
4. Ask yourself, is there a better way I should be communicating with my members?

Helpful Resources:

www.google.com
jackrabbit.com

MSAE's Membership Networking Group will meet on November 14 to discuss member surveys.  Join us - www.msae.com/calendar.

Using Social Media to Attract and Retain Members

Takeaways from the Membership Networking Group on June 15:

Social Media is a must to keep your members informed. You want to be where your members are!

1. What should you put on each form of media? Here are a few suggestions:

• Facebook: Social, Events -- link back to your website. Keep accessible to all (not just members) so others not in your association get information on your upcoming events -- use to create buzz about your association/membership.

• LinkedIn: Connect with members only. If non member wants to join, send prospect information. Professional, create chat conversations on association topics, current news events (need to monitor member connections with dues renewals).


• Twitter: Learn from others, promote your association and events, recruit new members. Schedule tweets by using hootsuite.com

• Blog: Represent your organization's events, post comments on current events, recap meetings, etc... ; control your PR and manage posts.

2. Which social media is better to use? You should be on all of them. Utilize social media monitoring tools to help you monitor success, listen, learn and engage your members -- like Hootsuite, TweetDeck, or Tweetizen. Set a specific time each day to monitor/respond to comments.

3. Social Media Policy: Every organization that has numerous people posting items on their social media sights should have a social media policy that all employees sign off on. If you don't currently have a policy check out socialmediagovernance.com

4. Put your social media links on all marketing materials.

5. Don't represent your company on your personal sites -- keep business discussions on the organizational site.

6. QRcode -- Use on marketing materials so members can scan and visit your website/event page. Tag under your QRcode "Visit us at (your web address) or Scan" so all can access the information.

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.

MSAE Speakers Showcase

Yesterday MSAE hosted it's 6th annual speakers showcase.  It was a great day.  I personally had the opportunity to sit in on 13 unique and different presentations.  What an efficient way to get new ideas, hear prospective presenters for future sessions, and network and learn from other colleagues who are dealing with similar issues and concerns.  I was impressed with the high quality of presentations and knowledge. From ethics to leadership, change and trends.  This was a day well-spent! Another MSAE member benefit.

Affinity Programs

Affinity Programs: Do They Really Work?

The Membership Networking Group discussed the pros and cons of offering Affinity Programs for your members at their meeting in November 2010. Following are a few takeaways from that meeting.

1. Ask members what they want or need. Make sure the program is of value to your members.
2. Do research on the company and it's reputation -- problems with the company become your problem. Are their materials updated so they "look" inviting?
3. Protect your members -- insure the company knows what they can and can not do in communicating and working with your members.
4. Savings for the time invested. -- Ease of use. If you have to spend too much time managing or monitoring the program is it really worth while?
5. Get the company representative involved in promoting and managing the program for your members --they want the business and are the best at explaining their programs.
6. Can the company provide you with results so you can see if the program is worthwhile?
7. Are you offering your members a better deal than they would be able to get on their own?
8. Members only benefits -- if a non member is still using a service, use that to get them to renew. "I see you like the XYZ company, to continue to use at the member rate, you can renew today!"

MSAE will be launching a new Affinity Program for our members with AAA in January 2011.

Check out the Affinity Programs offered to members of MSAE by clicking here.