Association 101                              CAE Domain 8:                       Programs, Products & Services            ...
Association                Programs, Products & Services                                       The                        ...
What do Members want from their               Membership Dollars?                Leadership Vision – Where is the world go...
How can our Association                       provide programs, products,                             and services to     ...
Idea Development and Measurement             Brainstorming             Feasibility needs assessment                  Intro...
What are some programs, services,         or products typically offered by                  associations?AENC Association ...
Categories of Traditional Programs,         Products & Services offered by Associations          •    Meetings and Events ...
Meetings & Events        Large or Small Gatherings:          Conferences          Conventions          Board & Committee  ...
What are some of the principal         functions of association meetings?AENC Association 101
Principal Functions of                         Association Meetings                Peer Interaction/Socialization         ...
Meeting Formats            Convention Industry Council APEX Standards:            http://www.conventionindustry.org/Standa...
Special Considerations & Terms in               Meeting & Event Planning             Request for Proposal (RFP)           ...
RFP & Contract Components             Association name/Venue     Auxiliary suppliers             Dates of event           ...
Special Considerations & Terms in             Meeting & Event Planning cont’d             Banquet Event Order (BEO)       ...
From Contract to Event             Agenda                             Additional suppliers:             Speakers          ...
On-Site Operations at Event                 Preparation and promotion of a meeting can take months of work,               ...
Why are some key considerations           for association communications                  and publications?AENC Associatio...
Communication & Publications                           To Inform or Educate                           Print or Digital Med...
Legal (e.g., copyright, licensing, advertising, etc.)           Issues for Meetings & Communications                Copyri...
Fundraising, Sponsorships &                         Development Programs    Fundraising &    Development Activities       ...
Why do people donate?AENC Association 101
Why People Give                People give to people, not to organizations.                They care and feel involved.   ...
Fundraising Terms & Major Activities                Annual Fund - The cornerstone of many fundraising programs, this fund ...
Fundraising Terms & Major Activities                                                                 cont’d               ...
Fundraising Issues            Charitable Solicitation License – federal & state laws                 Registration         ...
Credentialing Programs*:       Certification, Accreditation & Licensure                                            Accredi...
Considerations for    Certification & Accreditation              As a quasi-public undertaking, credentialing criteria sho...
Affinity Programs                            (aka “Non-Dues Revenue”)      The association licenses its intangible propert...
Advantages to Affinity Programs                For association and its members:                       Offers members addit...
Disadvantages of Endorsing Vendor               Products & Services            Associations granting third parties permiss...
Professional Development                              Programs & Delivery            • Incorporate Adult Learning Styles –...
Advocacy                                       Members will come together when                                       there...
Potential Anti-Trust Issues                       in Programs, Services & Products    Codes of Ethics:    Codes request or...
Best Practices            The goal of a best           Best practices research -                                          ...
Research, Plan, Implement, and…      Evaluate,                       Evaluate,                                   Evaluate,...
Questions?AENC Association 101                :30
Penney De Pas, MA, CAE                              Senior Account Executive                       FirstPoint Management R...
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Aenc association 101 programs, products and services - domain 8

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Aenc association 101 programs, products and services - domain 8

  1. 1. Association 101 CAE Domain 8: Programs, Products & Services Penney De Pas, MA, CAE Senior Account Executive FirstPoint Management ResourcesAENC Association 101 September 26 & 28, 2012
  2. 2. Association Programs, Products & Services The Tangibles of Association Work (Delivering the Benefits of Membership)AENC Association 101
  3. 3. What do Members want from their Membership Dollars? Leadership Vision – Where is the world going? How can we as a group make an impact on the world and our lives in a positive manner? What is new that I need to learn to improve my business/profession? Connection – Building social relationships and community through networks of conversations and idea-exchange. Contribution and Reward – Making a difference through giving and recognition of that difference.AENC Association 101
  4. 4. How can our Association provide programs, products, and services to address what the members want?AENC Association 101
  5. 5. Idea Development and Measurement Brainstorming Feasibility needs assessment Introducing New Modifying Existing  RESEARCH Discontinuing Existing Comprehensive Implementation  PLAN Plans for  IMPLEMENT Operation, Marketing, and Cost- Effectiveness  EVALUATE Periodic Evaluation – maintain, improve, discontinue Monitor revenue streamsAENC Association 101
  6. 6. What are some programs, services, or products typically offered by associations?AENC Association 101 :15
  7. 7. Categories of Traditional Programs, Products & Services offered by Associations • Meetings and Events • Communication & Publications • Fundraising, Sponsorships & Development Programs • Certification, Accreditation and Licensure • Affinity Programs • Professional Development Programs & Delivery • Advocacy • Best Practices • Career Placement/NetworkingAENC Association 101
  8. 8. Meetings & Events Large or Small Gatherings: Conferences Conventions Board & Committee meetings Trade shows Webinars Receptions Regional GatheringsAENC Association 101
  9. 9. What are some of the principal functions of association meetings?AENC Association 101
  10. 10. Principal Functions of Association Meetings Peer Interaction/Socialization Education Conducting Business Among Members/Vendors Recognition Conducting Association Business Important to understand and communicate the Underlying PURPOSE of the meeting. This helps dictate the selection of the FORMAT for the meeting (degree of human interaction).AENC Association 101
  11. 11. Meeting Formats Convention Industry Council APEX Standards: http://www.conventionindustry.org/StandardsPractices/APEX.aspx Formal Lectures Plenary vs. Breakout Sessions Panel Discussions Workshops/Roundtables Interactive/Hands-on Participation Simulations Poster Sessions Webinars Exhibits/Trade ShowAENC Association 101
  12. 12. Special Considerations & Terms in Meeting & Event Planning Request for Proposal (RFP) Special (tricky!) clauses  Force Majeure* – specifies meeting dates and  Indemnification requirements  Most Favored Nation  Commissions Proposal – meeting venue’s basic  Concessions response to RFP; does not address  Cutoff Date most contractual issues  Attrition (Rooms, F&B) Contracts  Cancellation  Billing Arrangements & Deposits Everything is negotiable, but  Litigation certain items are more  Outside Vendors negotiable than others  Signatures Seller’s market vs. Buyer’s  Exhibits market  Addenda Standard contract – hotel’s vs. *Event Cancellation Insurance association’s Legal reviewAENC Association 101 :30
  13. 13. RFP & Contract Components Association name/Venue Auxiliary suppliers Dates of event Food & Beverage Events Number of sleeping Financial billing/payments rooms/suites Cancellation/Attrition Room rates Commissionable? Hold Harmless/ Indemnification Complimentary rooms Americans w/Disabilities (ADA) Reservation Procedure Insurance Meeting Space Location of Adjudication Exhibits SignaturesAENC Association 101
  14. 14. Special Considerations & Terms in Meeting & Event Planning cont’d Banquet Event Order (BEO) Drayage  Acts as a contract of performance, specifies  Commercial hauling of shipments every detail of an event, each page is  Exhibitions and trade shows need to signed. contract with an official drayage firm.  Exhibit hall contracts usually include a  Created by the facility staff and sent for provision that defines financial review to the association meeting planner. consequences for early shipment to the The details of count, set-up, menu, and facility. timing are presented in the order.  The banquet event order (BEO) should be Open Space Meetings reviewed carefully within the timeframe  Effective, economical, fast, and easily- specified by the facility sales repeatable strategy for organizing department, and should also be available meetings of self-organizing groups of all and checked during the event to assure that sizes to deal with complex issues in a very short period of time. you have received everything the  Open space technology allows the group association is paying for. to create its own agenda for discussion  May be preceded by association sending around previously specified themes. The detailed Meeting Specifications in writing. end result is a plan of action to create a vision for the future.AENC Association 101
  15. 15. From Contract to Event Agenda Additional suppliers: Speakers Airlines Agreement Ground Transportation Honoraria Car Rental Travel costs & arrangements Destination Management Meeting Specifications Companies (DMC) Room setup Travel Agents/Tour Agencies Food & Beverage Off-site caterers Audio-visual Entertainers Promotion Speakers Registration Audio-Visual companies Housing Trade Show decoratorsAENC Association 101
  16. 16. On-Site Operations at Event Preparation and promotion of a meeting can take months of work, but on-site operations are the most visible. Good on-site work cannot make up for poor planning, but poor on- site performance can undermine months of good planning. Early Arrival Advance Shipment of materials Pre-Con meeting with venue staff Facility tour Emergency (fire, medical, other ) Procedures Responsible, accountable, business-like, calm Sufficient and trained support staff Transportation Guest/Spouse Programs Pre- & Post-Conference EventsAENC Association 101
  17. 17. Why are some key considerations for association communications and publications?AENC Association 101
  18. 18. Communication & Publications To Inform or Educate Print or Digital Media Communication Mix In-House or Out-Sourced Order Fulfillment Methods Journal/Magazine Newsletter Whitepaper/Research results Website Directory/Buyers Guide Annual report Press release Study guide Press kit Pamphlet Book/DVD/CD Audio-Video Conference Social MediaAENC Association 101 :45
  19. 19. Legal (e.g., copyright, licensing, advertising, etc.) Issues for Meetings & Communications Copyright/Intellectual Property Rights Music Licensing (BMI/ASCAP) Royalties & Commissions Advertising - UBIT Vendor Endorsement Mailing List Rental Americans with Disabilities Act (ADA) Member vs. Non-Member Pricing Confidentiality/PrivacyAENC Association 101
  20. 20. Fundraising, Sponsorships & Development Programs Fundraising & Development Activities • Special Events Sponsorships (e.g., golf, running, • Specific Events charitable activities) • Web • Silent Auctions Advertisements • Donations with • Directory Ads Renewals • Year-long • Direct Mail Sponsorships Appeal • Named • Telemarketing Sponsorships • Foundation • Scholarships • GrantsAENC Association 101
  21. 21. Why do people donate?AENC Association 101
  22. 22. Why People Give People give to people, not to organizations. They care and feel involved. They want to express their personal values, ideals, and goals. They have a deep gratitude for life, benefits, and services received or for personal achievements. They may have personal or family pride. They want the opportunity to join an organization’s success. They want a provision for tributes and memory. People very seldom give only for tax reasons.AENC Association 101
  23. 23. Fundraising Terms & Major Activities Annual Fund - The cornerstone of many fundraising programs, this fund generates money for ongoing support and seeks to enroll new donors, renew donations, and upgrade the level of donation. Contributions typically support current programs through unrestricted gifts. Capital Campaign - Raises funds aimed at constructing or renovating a building, or for purchasing equipment. This appeal is a time-limited campaign and encourages gifts in the form of multi-year pledges, sometimes over five or six years. Foundation - Many 501(c)(6) associations have 501(c)(3) foundations as subsidiaries in order to fulfill a special educational or charitable need. Donors to a 501(c)(3) make tax-deductible contributions, whereas contributions to a 501(c)(6) can only qualify as a business expense. A bonus to 501(c)(3)s is to take advantage of tax and postal-rate benefits for that classification. Grant Writing - A skill needed for successful fundraising through application to other foundations, government agencies, or other funding organizations. The grant writer prepares a professional proposal that must persuade the granting foundation to give the money to your organization. The proposal includes what you want to do, why this program is needed, how you will do it, how much it will cost, and how much money you want from the foundation. Proposals of this type compete for available moneys from foundations and government agencies.AENC Association 101
  24. 24. Fundraising Terms & Major Activities cont’d LAI Principles - The LAI principle usually proves helpful when researching and identifying true donor prospects. Linkage is any contact, bridge, or access through a peer to a potential donor, i.e., who do your Board members know? Ability is an assessment of whether the potential donor has the ability or sufficient holdings to make a contribution. Interest assesses the potential donor’s interest in the organization’s cause, mission, or accomplishments. Planning Giving - Planned giving refers to the solicitation of gifts from current asset holdings or a person’s estate. The gift can be cash or assets, such as stock, property, or insurance bequests. The donor makes the bequest as a trust, contract, or gift. Endowment – The principal is invested for the long-term while the interest is used to support a specific cause or program and may be restricted or unrestricted. The campaign is more slowly paced than an intensive, short- term capital campaign. Special Events - Fund-raising events that connect donors to the institution, but integrate fun and social capital into the mix.AENC Association 101 :00
  25. 25. Fundraising Issues Charitable Solicitation License – federal & state laws Registration Solicitation methods Disclosure requirements Documentation obligations Tax deductibility Annual reporting Own Staff vs. Outside Consultant vs. Professional Solicitor Verification of Donations/Amount of DeductibilityAENC Association 101
  26. 26. Credentialing Programs*: Certification, Accreditation & Licensure Accreditation: usually refers to a process of standards setting and compliance measurement for systems, organizations, or institutions. Certification: usually implies the measurement of competency for individuals. Certification and accreditation programs are also referred to as credentialling activities. Licensure*: programs administered by government agencies. (*Therefore, it is technically NOT an association activity.) *As a premier vehicle for defining Excellence, Quality, and Acceptable Performance in a field or industry, credentialing can be a large revenue source for an association, but it does require a long-termAENC Association 101 commitment and a large commitment of resources.
  27. 27. Considerations for Certification & Accreditation As a quasi-public undertaking, credentialing criteria should be established only after reasonable notice and opportunity to participate is afforded to all who may be affected (e.g., Grandfathering) and must not restrict or boycott competitors. It does not guarantee or ensure competence. 1. Participation should be voluntary and open to nonmembers. 2. All candidates should be treated equally. 3. Associations should not promote credentialed individuals by name or disparage the non-credentialed. 4. Should not be used to blackball or limit competitors. 5. Denial of credentials should be made by written notice, giving reasons for denial; opportunity for an appeal in writing or at a hearing should be offered, to be decided by a body other than the one that made the initial decision. 6. Decisions on applications should be made by an objective body not composed exclusively of credentialed individuals who might stand to gainAENC Association 101 financially from a decision affecting competitors.
  28. 28. Affinity Programs (aka “Non-Dues Revenue”) The association licenses its intangible property (e.g., name, logo, members lists) to the vendor company in return for receiving royalty payments. Most Common Types of Affinity Programs: • Group Insurance Coverage – particularly for specific industry or hard-to-insure • Group Purchase Discounts for items such as office supplies • Credit Card Issuance – licensing of Association logo • Product Endorsement by Association of vendor product • Job Board managed by vendorAENC Association 101
  29. 29. Advantages to Affinity Programs For association and its members: Offers members additional services with little investment of association money or staff resources Reinforces loyalty between association and members Provides group discounted services Keeps dues lower For vendor: Greater sales efficiency – captive market Enhanced credibility and recognition Increased customer loyaltyAENC Association 101
  30. 30. Disadvantages of Endorsing Vendor Products & Services Associations granting third parties permission to use their names and logos in connection with various programs and activities expose themselves to liability in product and tax issues. Legal concerns arise when such use is perceived as giving official advice or providing a formal endorsement of a product or service related to the field or industry the association represents. Consider: The market power of your endorsement. It may be considered as anticompetitive. Tort liability. An endorsement may give the impression that the association is an expert on the product being endorsed, exposing the association to negligence claims. The tax implications. Revenue generated may be considered UBIT. Product endorsements: the associations endorsement may be regarded as vouching for the products safety, efficacy, or propriety. Liability risk: potential for misuse of intellectual property.AENC Association 101 :15
  31. 31. Professional Development Programs & Delivery • Incorporate Adult Learning Styles – peer-learning, solution-focused • Address Codes of Conduct, Conflicts of Interest, Self-Regulation, and Anti-Trust • Professional Development Education cuts across multiple areas: • Meetings and Events • Certification and Accreditation • Communication and Publications • Issues of Privacy and Confidentiality • Standardization • Best Practices • Testing • Classification, Definitions • Design or Performance Standards- Interchangeability • Statistical Reporting – salary/cost surveysAENC Association 101
  32. 32. Advocacy Members will come together when there is a mutual crisis to address. Lobbying – State & Federal • Building relationships with legislators and staff Grassroots Advocacy • Knowing and • Inform presenting the issues • Educate • Being succinct and • Make it easy to act clear while remaining • Who knows whom? flexible • Not just in crisis but • Knowledge of continually lobbying laws at state • Behind the scenes and and federal levels. in front of the pack • Behind the scenes and in front of the pack Union negotiation &AENC Association 101 representation
  33. 33. Potential Anti-Trust Issues in Programs, Services & Products Codes of Ethics: Codes request or require members to adhere to minimum standards of practices and policies. Codes must: • Not address issues or decisions that relate to competition, pricing, or market relationships. • Have procedural safeguards designed to ensure that no disciplinary action is taken without affording the affected party the right to due process. • Identify penalties in the Code of Ethics. • Allow for expulsion only for the most severe ethical violations. Statistical Reporting: To avoid anti-trust violations in statistical reporting programs: • Survey instruments must be in written form and prepared by an independent contractor. • Participation must be voluntary and open to all industry members. • Information should be based on data at least three months old when published. • All data should be presented in aggregate form and only in categories where there are more than five responses.AENC Association 101
  34. 34. Best Practices The goal of a best Best practices research - a statistical study that identifies key practices or practices study in sharing conditions that information is to raise make the difference between average perform- ance and high impact performance within an performance and industry, profession, or field of business. otherwise increase Steps in best practices research: progress and innovation. Gather performance data Identify high performers Awards programs are Identify practices used by the high performers that often designed to reward set them apart from average performers. Published Study could allow practitioners to best practices. compare their own performances with the benchmarked performances to determine their own status. Provides comprehensive education program thatAENC Association 101 teaches the best practices identified.
  35. 35. Research, Plan, Implement, and… Evaluate, Evaluate, Evaluate, EvaluateAENC Association 101
  36. 36. Questions?AENC Association 101 :30
  37. 37. Penney De Pas, MA, CAE Senior Account Executive FirstPoint Management Resources, Inc. (919) 787-5181, ext. 1221 pdepas@firstpointresources.comAENC Association 101

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