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#ASAE14
Tricks of the Trade:
Myths & Realities of the Strategy Gap
Tuesday, August 12
12:00 p.m. – 12:30 p.m.
hashtag: #as...
#ASAE14
Why are we here?
• MYTH: Trade Associations and
Professional Societies must be run
completely differently.
• REALI...
#ASAE14
Myth:
• Membership recruitment & retention
are very different in trade vs.
professional societies.
– Price point d...
#ASAE14
Reality:
• Trade and professional organizations
are more alike than you think.
– Benefits are often individual in ...
#ASAE14
Myth:
• Only trade associations should bother
with advocacy efforts.
– Individual members don’t care.
– One person...
#ASAE14
Reality:
• As many companies have their own
advocacy arms, individual orgs may
actually be better suited in some
w...
#ASAE14
Myth:
• Associations should focus on affinity
programs directly in line with their
mission, focused on their core ...
#ASAE14
Reality:
• There could be programs that help
you generate non-dues revenue in
non-traditional ways.
– Examine your...
#ASAE14
Reflecting on the week
• What preconceived notions did you
bring with you to ASAE Annual?
• How did someone rock t...
#ASAE14
Contact us
Lauren Hefner, CAE
Director, Member Care
Healthcare Businesswomen’s Assn
lhefner@hbanet.org
@laurenhefn...
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Myth versus reality in trade associations and professional societies

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Presentation given at ASAE 2014 in Nashville, TN with Matt Ott and Lauren Hefner. There is an assumption that trade organizations and individual membership organizations/professional societies are completely different. These slides focus on three areas where this myth is held as true and the realities of the situation. The three areas are membership, advocacy and non-dues revenue.

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Myth versus reality in trade associations and professional societies

  1. 1. #ASAE14 Tricks of the Trade: Myths & Realities of the Strategy Gap Tuesday, August 12 12:00 p.m. – 12:30 p.m. hashtag: #asae14 LO6
  2. 2. #ASAE14 Why are we here? • MYTH: Trade Associations and Professional Societies must be run completely differently. • REALITY: Tricks (and challenges) from each can be applied to the other. Let’s talk about the differences in: • Membership • Advocacy • Non-Dues Revenue • Your broken assumptions from this week
  3. 3. #ASAE14 Myth: • Membership recruitment & retention are very different in trade vs. professional societies. – Price point differences – Authority over budget – Other examples?
  4. 4. #ASAE14 Reality: • Trade and professional organizations are more alike than you think. – Benefits are often individual in both – Communication matters – Renewal is not a given – Other examples?
  5. 5. #ASAE14 Myth: • Only trade associations should bother with advocacy efforts. – Individual members don’t care. – One person can’t make an impact. – Other examples?
  6. 6. #ASAE14 Reality: • As many companies have their own advocacy arms, individual orgs may actually be better suited in some ways. – Less likely to be legal limitations preventing contributions – Personal/emotional impact – Other examples?
  7. 7. #ASAE14 Myth: • Associations should focus on affinity programs directly in line with their mission, focused on their core user group. – Trade associations should only focus on programs that benefit companies. – Professional associations should only focus on programs that benefit individuals. – Sharing revenue with others is bad. – Other examples?
  8. 8. #ASAE14 Reality: • There could be programs that help you generate non-dues revenue in non-traditional ways. – Examine your “competition.” – Seek partners, even if you operate in “coopertition.” – Look for universal problems/pain-points with no clear solution.
  9. 9. #ASAE14 Reflecting on the week • What preconceived notions did you bring with you to ASAE Annual? • How did someone rock that assumption?
  10. 10. #ASAE14 Contact us Lauren Hefner, CAE Director, Member Care Healthcare Businesswomen’s Assn lhefner@hbanet.org @laurenhefner Scott Oser President Scott Oser Associates scott@scottoserassociates.com @scottoser Matt Ott, MS, CAE VP, Operations National Grocers Association mott@nationalgrocers.org @matt_ott

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