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Fighting for Relevance 
Being relevant to members in a constantly changing world
Cathi Hight, The Retention Specialist 
• President of Hight Performance Group 
• The nation’s member retention specialist 
• Developer of the Member Retention Kit 
• National instructor for the U.S. Chamber’s 
Institute for Organization Management 
• Previously was Vice President of Operations 
for the Chamber of Commerce of Hawaii 
• Serves on the Member Relations Council for 
the Austin Chamber 
• Past-President of the Boulder Area Human 
Resources Association (BAHRA) 
• Is a member of the: 
– American Chamber of Commerce Executives 
(ACCE) 
– American Society of Association Executives 
(ASAE) 
– Austin Chamber of Commerce 
© 2013 Hight Performance Group 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 2
Change is All Around Us 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 3
Driving Forces Create Challenges 
• The Recession and the Recovery 
o Housing meltdown 
o Wall Street tumbles 
o Massive layoffs 
• Demographics 
o Aging Boomers exit the workforce  
o Millennials dominate the workforce  
o Different generations, different values 
• Technology 
o Social media revolution 
o Cloud computing 
o Mobile society 
• Time Poverty 
o People are busier than ever 
o ROI expectations  for time invested 
o Board size, volunteers and attendance  
© 2014 Hight Performance Group, Inc. Fighting for Relevance 4
How This Relates to Fundraisers and Donors 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 3
GENERATION DIFFERENCES (Generations and the Future of Association Participation report) 
1946 - 1964 1965 - 1980 1981 - 2000 
Baby Boomers Generation X, Gen X, Xers Generation Y, Gen Y, 
Millennial, Echo Boomers 
Characteristics • Hard work leads to success 
• Loyal to brands 
• Confident 
• Competitive 
• Rebellious to status quo icons 
• Anti-authority 
• Self-reliant and autonomous 
• Family-focused 
• Cautious 
• Limited loyalty 
• Digital Society 
• Feel entitled to a “seat at the table” 
• Lateral, collective problem solving 
• Globally and diversity inclusive 
• Immediate ROI and feedback 
Their Experiences Grew up in time of affluence. Reared to 
pursue the American Dream. 
Children of workaholics and divorce, 
cable TV. Reared to be self-sufficient 
(latch key kids). 
Micro-managed by parents, born with 
technology, always rewarded for 
participation. Reared to be high 
achievers. 
Communication Style • Prefer detailed face-to-face dialog or via 
phone 
• Appreciate in-person meetings 
• Believe no news is good news 
• Prefer concise communication 
without over-explaining 
• Clichés or corporate jargon 
• Prefer e-mails 
• Prefer frequent feedback and problem 
solving via technology instead of 
phone calls or meetings 
• Collaborative 
Problems They Are 
Facing Right Now 
• Dwindling retirement funds 
• Job dislocation 
• Rising health care costs or inadequate 
health care coverage 
• Debt 
• Caring for young children and aging 
parent 
• Balancing life and career 
• Stuck in middle management 
• Debt 
• Unemployment 
• Difficulty transitioning from college to 
career 
• Negative stereotypes 
• Being taken seriously 
Why They Join • Opportunities to lead and leave a legacy 
• Support social causes 
• Opportunities to further careers and 
upper leadership positions 
• Opportunities to learn from others 
• Support social causes 
Volunteer Styles • Want to lead and manage others 
• Serve on committees and teams 
• Like to hold regular meetings and 
discuss strategies 
• Want autonomy 
• Opportunity for key leadership role 
• Hate being micromanaged or 
meeting just to meet and waste time 
• Work on teams for outcomes 
• Lack of hierarchy 
• Recognition of teammates 
• Collaborative content, decisions 
Flaws • “Been there done that” attitude 
• Not always open to new ideas 
• Difficulty committing 
• Tend to have a “wait and see” 
approach 
• Short attention spans 
• Expect immediate responses 
• Asks “what’s in it for me?” 
Turn-offs • Constant change 
• Lack of respect for past loyalty 
• Chaos, distrust, loyalty that goes 
unrewarded 
• Dismissing new ideas because of 
their lack of experience 
6 
Different Generations, Different Values 
© 2014 Hight Performance Group, Inc. Fighting for Relevance
Are the Millennials Joiners? 
“Younger people seek and demand a return for 
membership, including tangible member 
services, high levels of accountability, 
identifiable career advantages, a sense of 
professional community, and opportunities to 
serve within associations.” 
Generations and the Future of Association Participation 
published by the William E. Smith Institute for Association Research 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 7
Common Member Interests and Needs 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 7
Member/Donor Profile Matrix 
Get Something Done Through You 
Community/Industry Investors 
•Mission funders 
•Long-term vision, strategic direction 
•Business-friendly environment 
•Support sustainability for all 
•Do the right thing (civic-minded) 
Community/Industry Builders 
•Sustainable, thriving economy 
•Business-friendly environment 
•Seen as a leader, strong brand 
•Execute on corporate initiatives 
•Workforce development 
D 
E T S E Business Investors 
V •Lower operational costs, regulations 
N •Advertising and marketing to drive 
I traffic and sales w/out involvement 
•Attract and retain skilled staff 
•Access to experts, best practices 
Get Something for Their Business Business Builder 
•Just-in-time needs (leads=sales) 
•Immediate ROI w/ limited investment 
•Exposure, connections 
•Personal visibility 
•I am the brand 
I N V O L V E D 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 9
Top Membership Model Trends 
and what fundraisers can learn too 
• Customized 
– Members custom-build their membership 
packages to suite their interests and needs 
(base membership + add-ons) 
– Pros: Members choose what they want, which 
leads to higher engagement 
– Cons: Members may not value benefits 
• Electronic (virtual) 
– Membership restricted to web-based 
resources and programming 
– Pros: New streams of revenue are added with 
incurring expenses (e.g., printing) 
– Cons: Memberships provide limited access so 
they generate less revenue 
• International 
– Membership is accessible worldwide 
– Pros: Membership expands into new markets 
– Cons: Benefits may need to be developed and 
engagement be more difficult 
• Multitier 
– Menu of membership options based on 
interests, professional designation, budget 
– Pros: Members like being able to choose 
which options best suit their needs 
– Cons: Requires the ability to manage 
multiple benefits for multiple audiences 
• Open (freemium) 
– Membership does not require the payment 
of dues 
– Pros: Leads to substantial membership 
growth (more people in the playground) 
– Cons: People perceive there’s no value 
because there’s no cost to join 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 10
Transformation 
Old New 
Financial Model: Multi-Revenue Sources 
Boards: Small, Experts, Diverse 
Members: Local businesses Members: Local & global businesses 
Programs: Strategic, multi-media, 
solution/cause-oriented 
Financial Model: Fair share dues & events 
Boards: Large, CEOs, Boomers 
Programs: Add++, in-person, variety 
Motto: Get involved, get results 
11 
Motto: Access, Resources, Solutions 
© 2014 Hight Performance Group, Inc. Fighting for Relevance
3 Strategies to Consider 
Offer What Matters 
to Members and Donors 
Know What Keeps 
People Up at Night 
Identify Your Roles 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 12
• Find out about 
member/donor 
challenges 
o Surveys 
o Interviews 
o Quick Polls 
o Phone Calls 
o Focus Group 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 13
Strategy #2 Identify Your Roles 
Global 
Competency 
Community 
Development 
International 
Development 
Mission 
Sustainability 
Advocacy/ 
Political 
Action 
Workforce 
Development 
? 
Leadership 
& 
Development 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 14
• Ask members if they 
value what you offer 
o Surveys 
o Interviews 
o Quick Polls 
o Phone Calls 
o Focus Groups 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 15
Align Your Benefits for Access, 
Resources & Solutions 
• Access for the specific needs 
of the type of member/prospect 
• Resources that are available 
through people, partners, 
publications, and virtually 
• Solutions that matter to the 
member/prospect 
– Strengthening the local economy 
– Building corporate brand 
– Education/skills development 
– Mentoring, counseling, experts 
– Information (FYI, Just in Time) 
– Visibility (marketing, exposure) 
– Connections to the right audience 
• Tiered benefits model that align with 
interests, needs, budgets 
• Unique opportunities through your 
relationships and expertise 
• Web sites with self-serve opportunities 
(portals to members-only sections) 
• Social networking (Special Interest 
Groups with exclusive access, collective 
content development) 
• Virtual events (e.g., webinars, webcasts, 
podcasts, conferences, forums, expos) 
• Partnerships that deliver resources & 
value for specific business needs 
– Online, virtual education 
– Buy/sell portals (for RFPs, quotes, barters) 
– GIS services 
– Talent portals, assessments, internships 
– Commercial property listings 
Benefit Areas Solutions 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 15
Provide Virtual Education 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 16
Offer Peer-to-Peer Collaboration 
SIGS 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 17
Strategically Connect Members 
AboutOurwork.com 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 18
It’s Time to Think Strategically 
FROM TO 
LOCALIZED 
SINGLE ENTITY 
GLOBAL ACCESS 
COLLABORATIVE 
EVENT-FOCUSED SOLUTION-FOCUSED 
TRANSACTIONAL TRANSFORMATIONAL 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 20
Are You Ready for the New? 
Future of Being Relevant 
Future 
of 
Business 
Future 
of Associations 
and Charities 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 21
Summary 
• Trends are changing the landscape for our 
members and communities 
• Know the concerns of constituents and realize that 
different types of members/donors have different 
values and interests 
• Consider your role and how to serve the 
community and members/donors 
• Associations and charities need to adapt what they 
offer and how they engage to meet the changing 
needs of their target markets or they’ll become 
non-essential 
© 2014 Hight Performance Group, Inc. Fighting for Relevance 22

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Staying Relevant to Members and Donors in a Constantly Changing World

  • 1. Fighting for Relevance Being relevant to members in a constantly changing world
  • 2. Cathi Hight, The Retention Specialist • President of Hight Performance Group • The nation’s member retention specialist • Developer of the Member Retention Kit • National instructor for the U.S. Chamber’s Institute for Organization Management • Previously was Vice President of Operations for the Chamber of Commerce of Hawaii • Serves on the Member Relations Council for the Austin Chamber • Past-President of the Boulder Area Human Resources Association (BAHRA) • Is a member of the: – American Chamber of Commerce Executives (ACCE) – American Society of Association Executives (ASAE) – Austin Chamber of Commerce © 2013 Hight Performance Group © 2014 Hight Performance Group, Inc. Fighting for Relevance 2
  • 3. Change is All Around Us © 2014 Hight Performance Group, Inc. Fighting for Relevance 3
  • 4. Driving Forces Create Challenges • The Recession and the Recovery o Housing meltdown o Wall Street tumbles o Massive layoffs • Demographics o Aging Boomers exit the workforce  o Millennials dominate the workforce  o Different generations, different values • Technology o Social media revolution o Cloud computing o Mobile society • Time Poverty o People are busier than ever o ROI expectations  for time invested o Board size, volunteers and attendance  © 2014 Hight Performance Group, Inc. Fighting for Relevance 4
  • 5. How This Relates to Fundraisers and Donors © 2014 Hight Performance Group, Inc. Fighting for Relevance 3
  • 6. GENERATION DIFFERENCES (Generations and the Future of Association Participation report) 1946 - 1964 1965 - 1980 1981 - 2000 Baby Boomers Generation X, Gen X, Xers Generation Y, Gen Y, Millennial, Echo Boomers Characteristics • Hard work leads to success • Loyal to brands • Confident • Competitive • Rebellious to status quo icons • Anti-authority • Self-reliant and autonomous • Family-focused • Cautious • Limited loyalty • Digital Society • Feel entitled to a “seat at the table” • Lateral, collective problem solving • Globally and diversity inclusive • Immediate ROI and feedback Their Experiences Grew up in time of affluence. Reared to pursue the American Dream. Children of workaholics and divorce, cable TV. Reared to be self-sufficient (latch key kids). Micro-managed by parents, born with technology, always rewarded for participation. Reared to be high achievers. Communication Style • Prefer detailed face-to-face dialog or via phone • Appreciate in-person meetings • Believe no news is good news • Prefer concise communication without over-explaining • Clichés or corporate jargon • Prefer e-mails • Prefer frequent feedback and problem solving via technology instead of phone calls or meetings • Collaborative Problems They Are Facing Right Now • Dwindling retirement funds • Job dislocation • Rising health care costs or inadequate health care coverage • Debt • Caring for young children and aging parent • Balancing life and career • Stuck in middle management • Debt • Unemployment • Difficulty transitioning from college to career • Negative stereotypes • Being taken seriously Why They Join • Opportunities to lead and leave a legacy • Support social causes • Opportunities to further careers and upper leadership positions • Opportunities to learn from others • Support social causes Volunteer Styles • Want to lead and manage others • Serve on committees and teams • Like to hold regular meetings and discuss strategies • Want autonomy • Opportunity for key leadership role • Hate being micromanaged or meeting just to meet and waste time • Work on teams for outcomes • Lack of hierarchy • Recognition of teammates • Collaborative content, decisions Flaws • “Been there done that” attitude • Not always open to new ideas • Difficulty committing • Tend to have a “wait and see” approach • Short attention spans • Expect immediate responses • Asks “what’s in it for me?” Turn-offs • Constant change • Lack of respect for past loyalty • Chaos, distrust, loyalty that goes unrewarded • Dismissing new ideas because of their lack of experience 6 Different Generations, Different Values © 2014 Hight Performance Group, Inc. Fighting for Relevance
  • 7. Are the Millennials Joiners? “Younger people seek and demand a return for membership, including tangible member services, high levels of accountability, identifiable career advantages, a sense of professional community, and opportunities to serve within associations.” Generations and the Future of Association Participation published by the William E. Smith Institute for Association Research © 2014 Hight Performance Group, Inc. Fighting for Relevance 7
  • 8. Common Member Interests and Needs © 2014 Hight Performance Group, Inc. Fighting for Relevance 7
  • 9. Member/Donor Profile Matrix Get Something Done Through You Community/Industry Investors •Mission funders •Long-term vision, strategic direction •Business-friendly environment •Support sustainability for all •Do the right thing (civic-minded) Community/Industry Builders •Sustainable, thriving economy •Business-friendly environment •Seen as a leader, strong brand •Execute on corporate initiatives •Workforce development D E T S E Business Investors V •Lower operational costs, regulations N •Advertising and marketing to drive I traffic and sales w/out involvement •Attract and retain skilled staff •Access to experts, best practices Get Something for Their Business Business Builder •Just-in-time needs (leads=sales) •Immediate ROI w/ limited investment •Exposure, connections •Personal visibility •I am the brand I N V O L V E D © 2014 Hight Performance Group, Inc. Fighting for Relevance 9
  • 10. Top Membership Model Trends and what fundraisers can learn too • Customized – Members custom-build their membership packages to suite their interests and needs (base membership + add-ons) – Pros: Members choose what they want, which leads to higher engagement – Cons: Members may not value benefits • Electronic (virtual) – Membership restricted to web-based resources and programming – Pros: New streams of revenue are added with incurring expenses (e.g., printing) – Cons: Memberships provide limited access so they generate less revenue • International – Membership is accessible worldwide – Pros: Membership expands into new markets – Cons: Benefits may need to be developed and engagement be more difficult • Multitier – Menu of membership options based on interests, professional designation, budget – Pros: Members like being able to choose which options best suit their needs – Cons: Requires the ability to manage multiple benefits for multiple audiences • Open (freemium) – Membership does not require the payment of dues – Pros: Leads to substantial membership growth (more people in the playground) – Cons: People perceive there’s no value because there’s no cost to join © 2014 Hight Performance Group, Inc. Fighting for Relevance 10
  • 11. Transformation Old New Financial Model: Multi-Revenue Sources Boards: Small, Experts, Diverse Members: Local businesses Members: Local & global businesses Programs: Strategic, multi-media, solution/cause-oriented Financial Model: Fair share dues & events Boards: Large, CEOs, Boomers Programs: Add++, in-person, variety Motto: Get involved, get results 11 Motto: Access, Resources, Solutions © 2014 Hight Performance Group, Inc. Fighting for Relevance
  • 12. 3 Strategies to Consider Offer What Matters to Members and Donors Know What Keeps People Up at Night Identify Your Roles © 2014 Hight Performance Group, Inc. Fighting for Relevance 12
  • 13. • Find out about member/donor challenges o Surveys o Interviews o Quick Polls o Phone Calls o Focus Group © 2014 Hight Performance Group, Inc. Fighting for Relevance 13
  • 14. Strategy #2 Identify Your Roles Global Competency Community Development International Development Mission Sustainability Advocacy/ Political Action Workforce Development ? Leadership & Development © 2014 Hight Performance Group, Inc. Fighting for Relevance 14
  • 15. • Ask members if they value what you offer o Surveys o Interviews o Quick Polls o Phone Calls o Focus Groups © 2014 Hight Performance Group, Inc. Fighting for Relevance 15
  • 16. Align Your Benefits for Access, Resources & Solutions • Access for the specific needs of the type of member/prospect • Resources that are available through people, partners, publications, and virtually • Solutions that matter to the member/prospect – Strengthening the local economy – Building corporate brand – Education/skills development – Mentoring, counseling, experts – Information (FYI, Just in Time) – Visibility (marketing, exposure) – Connections to the right audience • Tiered benefits model that align with interests, needs, budgets • Unique opportunities through your relationships and expertise • Web sites with self-serve opportunities (portals to members-only sections) • Social networking (Special Interest Groups with exclusive access, collective content development) • Virtual events (e.g., webinars, webcasts, podcasts, conferences, forums, expos) • Partnerships that deliver resources & value for specific business needs – Online, virtual education – Buy/sell portals (for RFPs, quotes, barters) – GIS services – Talent portals, assessments, internships – Commercial property listings Benefit Areas Solutions © 2014 Hight Performance Group, Inc. Fighting for Relevance 15
  • 17. Provide Virtual Education © 2014 Hight Performance Group, Inc. Fighting for Relevance 16
  • 18. Offer Peer-to-Peer Collaboration SIGS © 2014 Hight Performance Group, Inc. Fighting for Relevance 17
  • 19. Strategically Connect Members AboutOurwork.com © 2014 Hight Performance Group, Inc. Fighting for Relevance 18
  • 20. It’s Time to Think Strategically FROM TO LOCALIZED SINGLE ENTITY GLOBAL ACCESS COLLABORATIVE EVENT-FOCUSED SOLUTION-FOCUSED TRANSACTIONAL TRANSFORMATIONAL © 2014 Hight Performance Group, Inc. Fighting for Relevance 20
  • 21. Are You Ready for the New? Future of Being Relevant Future of Business Future of Associations and Charities © 2014 Hight Performance Group, Inc. Fighting for Relevance 21
  • 22. Summary • Trends are changing the landscape for our members and communities • Know the concerns of constituents and realize that different types of members/donors have different values and interests • Consider your role and how to serve the community and members/donors • Associations and charities need to adapt what they offer and how they engage to meet the changing needs of their target markets or they’ll become non-essential © 2014 Hight Performance Group, Inc. Fighting for Relevance 22

Editor's Notes

  1. Different interests/values, different conversations. Use the Matrix to sell to prospects.