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Building Financial Momentum Through Meetings and Membership Collaboration

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Donna Oser, CAE and Aaron Wolowiec, MSA, CAE, CMP, CTA will deliver this presentation during the 2013 ASAE Annual Meeting on Monday, Aug. 5, 3:15 – 4:30 p.m., in Room B215 of the Georgia World Congress Center in Atlanta. Follow the conversation on Twitter at #ASAE13LO59.

Attendees who value your association's professional development programs are more likely to become members, and of course members are more likely than nonmembers to attend those programs in the first place. In this interactive session, identify cross-functional collaboration strategies you can implement to significantly impact your association's key metrics, including attendance, engagement, and membership numbers.

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Building Financial Momentum Through Meetings and Membership Collaboration

  1. 1. Building Financial Momentum Through Meetings & Membership Collaboration Monday, Aug. 5, 2013 3:15 – 4:30 p.m. Room: B215 Hub Tag: #ASAE13 LO59 Content Leaders: Donna Oser CAE Chief Executive Officer Vital Associations Aaron D. Wolowiec MSA, CAE, CMP, CTA Founder & President Event Garde All contents copyright 2013, ASAE: The Center for Association Leadership, except noted selections which have been reprinted with permission of the copyright owner.
  2. 2. Copyright © 2013 by Donna Oser, Vital Associations, (517) 420-7637 and Aaron D. Wolowiec, Event Garde, (616) 710-1891. Reprinted with permission of the copyright owners. Building Financial Momentum Through Meetings & Membership Collaboration Biographies Donna Oser, CAE CEO ▪  Vital Associations Today’s  rapid  advancements  in  technology,  diverse,  multigenerational  work  force,  and  changing  economy   present significant challenges for associations and nonprofits. A Certified Association Executive® with 15 years of experience in nonprofit management, Donna combines business acumen, an entrepreneurial mindset and a creative approach to collaboration to help organizations leverage change to build capacity, grow influence and, ultimately, achieve their unique purposes. Donna channels her passion via four primary mediums:  Facilitating shared decision-making, planning and problem solving with groups of all sizes  Presenting to enrich the knowledge, skills and attitudes of individuals and organizations  Coaching individuals and teams towards desired outcomes and improved decision-making  Consulting by providing technical expertise on association management and leadership issues During her career, Donna has held the positions of executive director, assistant director, and director of operations with responsibilities spanning all of the core areas of association management. Association honors bestowed upon Donna in the recent past include  MASA’s  Champion  for  Children  Award,  MASSP’s    Bold  Leadership  in  Education  Reform,   Michigan School Public  Relations  Association’s  Distinguished Achievement Award,  and  National  PTA’s  Lifetime  Achievement  Award.     In addition to possessing BBA in Business Management with specializations in accounting and marketing, Donna received extensive training in public engagement and facilitation from the Institute of Cultural Affairs and National PTA. She has held numerous board positions over the years and currently serves as adjunct faculty for the Michigan Society of Association Executives. Donna reads voraciously and enjoys cycling, kayaking and spending time with family and friends. For more information about Vital Associations or to invite Donna to work with your group, visit vitalassociations.com, connect with Donna on LinkedIn or contact her directly at (517)420-7637 or donna@vitalassociations.com. Aaron D. Wolowiec, MSA, CAE, CMP, CTA Founder & President ▪  Event Garde Michigan native Aaron Wolowiec is a talented and passionate association learning strategist and meetings coach whose diverse achievements guide and propel association goals and initiatives, especially as they relate to education and learning. Aaron has more than a decade of experience in the meetings industry, and has taught for three years at a Michigan college. Aaron is a certified association executive, a certified meeting professional and a certified tourism ambassador, and has earned a master's degree in administration from Central Michigan University. An active member of ASAE, Aaron is both a past chairman of the Young Association Executives Committee and a 2009- 2011 Diversity Executive Leadership Program scholar. As the premier source of expert advice and innovative solutions in instructional design and meeting management, Aaron’s  consulting  firm  – Event Garde – is quickly gaining recognition for its creativity and leadership in the field of professional development. In 2012, Aaron was also featured by Michigan Meetings + Events magazine  as  a  “very important professional you need to know.”   When not working with clients Aaron enjoys cooking, hot yoga, blogging, old homes and unclehood, as well as tending to his new puppy, Lillie. Likewise, Aaron maintains a popular association blog at www.aaronwolowiec.com, contributes to a variety of industry publications and mentors a number of emerging professionals. For more information about Event Garde, please visit www.eventgarde.com and  like  “Event Garde LLC”   on Facebook. Additionally, Aaron may be reached by phone at (616) 710-1891 or by email at aaron@eventgarde.com.
  3. 3. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 1! Building Financial Momentum Through Meetings & Membership Collaboration Date: August 5, 2013 | 3:15-4:30PM! Hub Tag: #ASAE13 LO59! Donna Oser, CAE
 CEO & Founder | Vital Associations !! Aaron D. Wolowiec, MSA, CAE, CMP, CTA
 Founder & President | Event Garde! ! Hello there! The following slides are intended as background information for the session. During the session, we will focus on practical strategies and tactics for building and sustaining momentum through intentional, collaborative efforts. We hope you’ll join us! Donna & Aaron
  4. 4. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 2! Big Idea: Membership and meetings are major sources of revenue for associations. Please note: 
 Meetings is a general term referring to activities related to meetings, education, certification and accreditation. " Associations [continue to] rely heavily on membership dues as a revenue source.
  5. 5. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 3! Revenue from Dues 41.4%! 34.2%! Trade IMO Source: ASAE Operating Ratio Reports 14th Edition; © 2012 by the American Society of Association Executives Revenue from Dues ! 45%! 29%! 6%! 501(c)(6) 501(c)(4) 501(c)(3) Source: ASAE Operating Ratio Reports 14th Edition; © 2012 by the American Society of Association Executives
  6. 6. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 4! Change in Revenue from Dues ! 40.2%! 37.6%! 1993! 2011! - 2.6pts Sources: ASAE Operating Ratio Reports 9th, 11th, 12th, 13, 14th Editions; © by the American Society of Association Executives - - As analyzed by Michael LoBue, CAE, of LoBue & Majdalany Management Meetings represent a significant and increasing proportion of association revenue.
  7. 7. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 5! Change in Revenue by Category ! 17.7%! 7.8%! 1.3%! 24.8%! 6.1%! 5.0%! Meetings & Events Education Certification & Accreditations + 3.7pts - 1.7pts + 7.1pts 2011 Sources: ASAE Operating Ratio Reports 9th, 11th, 12th, 13, 14th Editions; © by the American Society of Association Executives - - As analyzed by Michael LoBue, CAE, of LoBue & Majdalany Management 1993 Another Way to Look at It… Sources: ASAE Operating Ratio Reports 9th, 11th, 12th, 13, 14th Editions; © by the American Society of Association Executives - - As analyzed by Michael LoBue, CAE, of LoBue & Majdalany Management 0!!!!!!!5!!!!!!!10!!!!!!15!!!!!!20!!!!!!25!!!!!!30!!!!!!35!!!!!!40!!!!!!45!!!!!!50!! An increase of 9pts % of Revenue from all meeting categories" 28% 
 in
 1993" 37% 
 in 
 2011"
  8. 8. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 6! Big Idea: Membership in an association affects participation in meetings. Significant percentages of association memberships attend annual meetings or trade shows.
  9. 9. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 7! Participation TRADE" The majority of trade associations report that between of their membership are in attendance at their annual meeting or trade show.! ! IMOs" The majority of IMO and associations who identify as both indicate that between of their memberships attend their annual meetings or trade shows. ! Source: MGI 2012 Meetings Marketing Benchmarking Report by Marketing General Incorporated Associations with better renewal rates have a greater percentage of total membership attending their annual meeting or trade show.
  10. 10. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 8! Membership & Meetings Members Participating in Annual Meeting or Trade Show by Renewal Rate" Member&Renewal&Rate! %&A/ending&Annual&Conference&! 80%!or!less! 11E20%! 81E90%! 21E30%! Source: MGI 2012 Meetings Marketing Benchmarking Report by Marketing General Incorporated Membership Essentials, 2008, published by ASAE A sense of affiliation is a more important factor when it comes to learning through associations than through other providers. Source: The Decision to Learn, 2010, published by ASAE
  11. 11. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 9! The majority of participants at association annual meetings and trade shows are members. Total IMO Trade Both Members 80%! 79%! 84%! 74%! Nonmembers 20%! 21%! 16%! 26%! Source: MGI 2012 Meetings Marketing Benchmarking Report by Marketing General Incorporated Participants of Annual Meeting or Trade Show
  12. 12. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 10! Big Idea: Participation in association meetings affects membership. Members believe the most important function of an association is to provide training and professional development. Source: The Decision to Learn, 2010, published by ASAE
  13. 13. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 11! Most Important Functions Rank The&Most&Important&FuncAons&of&an&AssociaAon& 1& Providing!training/professional!development!to!members 2& Providing!technical!informa2on!to!members 3& Providing!2mely!informa2on!about!field!to!members 4& Connec2ng!prac22oners!in!the!field!to!each!other 5& Crea2ng!and!dissemina2ng!standards!of!prac2ce 6& Represen2ng!the!field!to!the!public 7& Represen2ng!the!field!to!the!government 8& Represen2ng!the!field!within!the!industry/discipline 9& Providing!cer2fica2on!opportuni2es! Source: The Decision to Join, 2007, published by ASAE Professional development is the second most important personal benefit influencing an individual’s decision to join an association. Source: The Decision to Join, 2007, published by ASAE
  14. 14. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 12! Importance of Personal Benefits Rank! Benefit! 1& Access!to!the!most!up!to!date!informa2on!in!your!field 2& Professional!development!or!educa2onal!offerings 3& Opportuni2es!to!network!with!other!professionals!in!field 4& Access!to!career!informa2on!and!employment!opps 5& Access!to!products,!services!and!suppliers 6& Opportuni2es!to!gain!leadership!experience 7& A!reference!directory!of!of!members/prac22oners! 8& Member!discounts!or!group!purchasing!ac2vi2es! Source: The Decision to Join, 2007, published by ASAE 6 out of the top 7 reasons identified by association leaders as the reason people join are related to meetings.
  15. 15. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 13! Reasons People Join (perceived) Rank Reason 1& Networking!with!others!in!the!field 2& Access!to!specialized/current!industry!informa2on 3& Advocacy 4& Learning!best!prac2ces!in!their!profession 5& Professional!development!or!educa2onal!offerings 6& Conferences/trade!shows 7& Accredita2on!or!cer2fica2on! Sources: MGI 2013 Membership Marketing Benchmarking Report by Marketing General Incorporated Membership Essentials, 2008, published by ASAE Big Idea: Meetings and Membership departments should work together to build financial momentum.
  16. 16. ! ! www.eventgarde.com!! ! ! ! www.vitalassocia2ons.com! ! Event!Garde!and!Vital!Associa2ons…an!innova2ve!approach!to!collabora2on!! ! 14! Biggest Idea: Join Donna, Aaron and your colleagues for a fun, engaging and productive session to identify doable ideas for making the most of the Meetings & Membership connection! !! Contact us! Donna Oser, CAE
 CEO & Founder ! Vital Associations
 donna@vitalassociations.com
 (517) 420-7637! ! Aaron D. Wolowiec, MSA, CAE, CMP, CTA
 Founder & President
 Event Garde
 aaron@eventgarde.com
 (616) 710-1891! !

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