Advancing Association Meetings by Exploring the Learning Brain
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Aaron Wolowiec, MSA, CAE, CMP, CTA delivered this presentation during the ESSAE Annual Conference & Exposition on Thursday, June 4, 2015, at the Saratoga Hilton in Saratoga Springs, NY.
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Advancing Association Meetings by Exploring the Learning Brain
- 1. Empire State Society of Association Executives Facilitated by: Aaron D. Wolowiec MSA, CAE, CMP, CTA
- 6. • Attention • Exercise • Survival • Vision • Sleep • Stress • Wiring • Memory • Sensory integration • Music • Gender • Exploration
- 19. 1. What does this mean as you’re working with speakers? 2. How might you begin implementing these ideas within your own context?
- 21. What are some of the things we did today?
- 22. What insights are beginning to emerge?
- 23. How has this conversation benefited you?
- 24. Which ideas are you most looking forward to implement?
Editor's Notes
- 9 – 10 a.m. Welcome – and thanks for deciding to spend some time with me this morning.
- 9:01-9:04 a.m. Whether you’re a planner, a CEO, a supplier or whether you fill some other role Think back to the very first conference for which you selected/hired a speaker Maybe it was for an association event, a church event, a community event or some other program altogether In my role as education director for a state trade association, I remember early in my career my priorities for hiring a speaker: Cost Availability Topic Once a contract was signed, we’d next touch base the day of the event I’d stand in the back of the room and say a little prayer that in 60 minutes our attendees would be singing my praises I now know better and am intentionally more involved in the co-creation of a presentation that’s right for my clients and their attendees But just how high should you set your expectations for speakers? Should you have different standards for professional speakers vs. industry speakers?
- 9:04-9:05 a.m. Today we have only two learning objectives: 1. Apply brain-based strategies to support your speakers; and 2. Enhance the quality and sophistication of your programming.
- 9:05-9:07 a.m. But before we move forward, let’s answer the all-too important question: What’s in it for me? First, it’s about enhancing your skills and elevating your game. Second, it’s about gaining the tools necessary to break free from the status quo and advance your department, your organization and your industry. Most importantly, it’s about creating and marketing greater member value.
- 9:07-9:08 a.m. This book serves as the foundation for our discussion. If you don’t already own it, I highly recommend picking up a copy. And, no, I don’t earn any royalties for mentioning it here today.
- 9:08-9:09 a.m. Following are Medina’s 12 brain-based principles for surviving and thriving at work, home and school. During our brief time together, we’ll cover a third of these topics. I’ve adapted them for our discussion on advancing association meetings. It’s important to remember that these guidelines are rooted in actual brain science. This isn’t merely one author’s opinion.
- 9:09-9:11 a.m. Before we jump into the first brain rule, a fun fact: People usually forget ___ percent of what they learn within 30 days. Take a look at the options I’ve provided and then turn to your neighbor to share your guess.
- 9:11-9:13 a.m. Medina claims that people usually forget 90 percent of what they learn within 30 days. How many people selected the correct response? Without key insights and takeaways, professional development investments are wasted. However, as more organizations offer continuing education both to support their strategic missions and to deliver business results, the threshold to meet or exceed the increasingly sophisticated expectations of attendees is changing. Learning is now characterized by not only the acquisition of knowledge or skills, but by the retention and application of knowledge or skills in the work setting. By the way, your association scores extra points when it clearly describes the business measures that will change or improve as a result of an education program or if a specific return on investment can be attributed to its implementation. If you understand how the brain learns and functions, you can greatly improve the retention and application of new information. Ultimately, this drives attendee value and influences member loyalty.
- 9:13-9:14 a.m. The first brain rule we’ll discuss is: attention.
- 9:14-9:18 a.m. We don’t pay attention to boring things. Audiences tend to check out after only 10 minutes of content. To regain their attention, invite speakers to tell personal narratives based on their experiences or to create events rich in emotion. Other ideas include: Write learning objectives into participant materials. Use humor to engage and activate learners. Answer the question, “What’s in it for me?”
- 9:18-9:19 a.m. The second brain rule we’ll discuss is: exercise.
- 9:19-9:23 a.m. Move to improve your thinking skills. Develop opportunities throughout the program to get participants out of their seats and moving throughout the room or venue (e.g., breaks, meal functions). Additionally, ask speakers to consider flipcharts, manipulatives, networking and roleplaying as excuses to get people on their feet. Other ideas include: Wisdom while you walk (leveraging pre-function/outdoor spaces) Small group assignment and activities Magic wall – have participants discuss/post their own responses
- 9:23-9:24 a.m. The third brain rule we’ll discuss is: survival.
- 9:24-9:28 a.m. The brain is designed to solve problems. Encourage speakers to build and implement practice exercises that challenge learners. It’s recommended that practice time comprise between 35 and 50 percent of education sessions. Practice time includes practice activities, facilitator feedback and both pre- and post-assessments. Other ideas include: Ask learners to elaborate on what has already been presented. Share a case study that illuminates key concepts. Encourage learners to reflect on new information.
- 9:28-9:29 a.m. The fourth brain rule we’ll discuss is: vision.
- 9:29-9:33 a.m. Vision trumps all other senses. The power of visual tools such as PowerPoint, Prezi, videos, handouts and job aids should not be underestimated. It’s said that if participants hear a piece of information, three days later they’re likely to remember 10 percent of it. Add a picture and they’re likely to remember 65 percent. Other ideas include: Fewer words More pictures Stimulate more of the senses at the same time
- 9:33-9:35 a.m. While there’s still a lot we don’t know, implementing these simple techniques when combined with quality meeting management can enhance the intentionality of an association’s professional development offerings. Associations must work hand-in-hand with speakers and other subject matter experts well in advance to share with them clear expectations. Determine when and what you’ll introduce to instructors leading up to the learning program, the information to be covered during instructor orientation and how instructors will be supported both individually and as a cohort as they apply these new techniques. We’ll have an opportunity to explore this in greater detail in just a few minutes.
- 9:35-9:37 a.m. But first, let’s recap the four brain rules we discussed this morning: 1. We don’t pay attention to boring things. 2. Move to improve your thinking skills. 3. The brain is designed to solve problems. 4. Vision trumps all other senses.
- 9:37-9:47 a.m. Split the room into four groups (count off by four) Ask people to move to their corresponding flipchart: We don’t pay attention to boring things. Move to improve your thinking skills. The brain is designed to solve problems. Vision trumps all other senses. On the flipchart, groups should answer each of these two questions: What does this mean as you’re working with speakers? How might you begin implementing these ideas within your own context?
- 9:47-9:54 a.m. Groups report out; Aaron provides feedback, as appropriate. Ensure participants have the opportunity to ask one another questions.
- 9:54-9:55 a.m. Ask: What are some of the things we did today?
- 9:55-9:56 a.m. Ask: What insights are beginning to emerge?
- 9:56-9:57 a.m. Ask: How has this conversation benefited you?
- 9:57-9:58 a.m. Ask: Which ideas are you most looking forward to implement?
- 9:58-9:59 a.m. If you shared with me your business card, be on the lookout for an email following this program for a link to this PowerPoint presentation. I recommend you share this resource with your team and have a discussion within the next two weeks about how best to incorporate one or more of these suggestions into your planning efforts.
- 9:59-10 a.m. In the meantime: Let me know if you have any questions or feedback about this session. You’ll note on this slide a variety of ways we can keep in touch. Feel free to subscribe to our blog – or any of our social media channels. Thank you for participating in this session. I hope you found it valuable.