Three major trends -- content marketing, cause marketing and social media -- are converging to impacta Associations and Nonprofits. This paper quickly outlines what DrakeCo -- an accredited association managment company -- is seeing.
Why People Join <ul><li>Mailboxers : judge the association almost entirely by what they get in the mail. Likely to ask “Is the material I get in the mail worth the dues?" </li></ul><ul><li>Relevant Participants : judge the association by meetings; attend meetings for both information-gathering and networking purposes. </li></ul><ul><li>Cognoscenti : join and stay because they are seeking specialized information that they cannot get anywhere else. Ensure these individuals get up-to-date and accurate information. </li></ul><ul><li>Status-Conscious : join for the status an association provides. This might include its reputation, awards programs, publisher or speaking opportunities or other recognition programs. </li></ul><ul><li>Shapers : join and stay primarily to have the opportunity to shape association policy. </li></ul><ul><li>Altruistics : generally motivated by the values of the association; must be motivated by the message. </li></ul><ul><li>Comparison shoppers : shop between associations that can meet the same or similar needs. </li></ul><ul><li>Doubters : need to be continually convinced why they should belong. </li></ul><ul><li>Not-relevants : will leave if the organization becomes irrelevant to their needs. </li></ul>
Groundswell <ul><li>A social trend in which people use technologies to get things they need from each other rather than from traditional institutions such as corporations or associations. </li></ul>
Converging Trends Impacting Associations Content Marketing Cause Marketing Social Media
Content Marketing What: Sharing content Old: Controlled, Members Only New: Open to all (w/exceptions) Why? Be filter for members Be thought leader Because if you don’t someone else will Examples: marketingprofs.com raintoday.com DrakeCo Clients: CLA – Weekly Tips DCHA – R
Cause Marketing What: NonProfit & For Profit Old: Philanthropy New: Marketing for Purpose & Passion Why: Engagement, awareness, funds Examples: Trees for Troops MO KidsFirst
Social Media What: Community, relations Old: Word of mouth, networking, gossiping New: Web-based tools w/o gatekeeper Why: Community building Examples: Facebook Fan Pages LinkedIn Groups YouTube Flickr Twitter