2015 asae cr virtual roundtable how to leverage components with grassroots efforts
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This document discusses how organizations can leverage components, or local chapters, to support grassroots efforts and engage members. It recommends that organizations first integrate components into their overall strategy by defining the goals and purpose of the components. Organizations should then provide leadership training, clear calls to action, and track data to measure engagement at both the component and organizational levels. By starting small and focusing on measurable outcomes, components can strengthen engagement through peer-to-peer connections across different levels from local to industry.
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2015 asae cr virtual roundtable how to leverage components with grassroots efforts
- 1. How to Leverage Components with Grassroots Efforts Trevor S. Mitchell, CAE, Executive Director, Membership & Technology, ARMA International Erik Schonher, Vice President, Marketing General Incorporated
- 2. Introduction Trevor Mitchell, CAE Executive Director of Member Programs & Services ARMA International @trevm22 Erik Schonher, MBA, CeM Vice President Marketing General Incorporated @ErikSchonher
- 4. Importance of White Paper Relevance of Components in Organization Strategy Demonstrated how functional areas can work together Marriage of marketing concepts and leveraging components
- 5. Integrating Components into your Strategy What is the “basic criteria” for a component? Area of study Geographic Potential revenue Number of people/size What is the goal of a component & how does it support the association’s strategic plan? How are you collecting data about your components?
- 6. Grassroots vs. Components Similarities Leverage individual members Bring together for common purpose Difference Grassroots is focused; Components more general
- 7. Leverage of Peer-to-Peer Connections
- 8. Stronger Engagement Value at multiple levels Local/Component level Association level Industry level Strong connection to organizational direction
- 9. Leadership Training Make action item simple for individual to follow Clear on what to do and how Clear on why they should do it What is the intended out come How will this be conveyed. How component leaders can assist in this effort Reinforce message Encourage call to action
- 10. Data Tracking Ways to track? Who followed up on the action of the effort? Sent a letter Made a call Interacted on Social Media Attended Fly-in event Awareness of the organization on issue
- 11. How to start? Start with the end in mind What are you trying to achieve? What do you want to know? Start small and expand from there Continue to review, modify, and retry
- 12. Questions
- 13. Contact Info Trevor S. Mitchell, CAE Erik Schonher, MBA, CeM Executive Director Vice President Membership & Technology Marketing General Inc. ARMA International erik@marketinggeneral.com trevor.mitchell@armaintl.org @ErikSchonher @trevm22 Links: White Paper - 10 Tips to Develop and Effectively Use Components in Membership Marketing Component Relations Handbook – 2nd Edition 2014 Membership Benchmarking Report
Editor's Notes
- Cover background: 5 years as a netForum customer Enterprise version but what we will talk about can be applied to Pro as well Currently on version 2011 Erik Schonher Over 30 years experience in marketing with over 13 years in marketing memberships, associations, conferences and fundraising.
- Erik: Let’s start with a little background on what led to the collaboration on this. Given Trevor’s experience, about 24 months ago I approached him to see if we could look find a way to pool our talents to produce a white paper on Components that addressed the strategic and tactical elements regarding Components as a marketing channel for associations. The end result was this whitepaper. Tevor: Time it took us to complete Erik: So, Trevor, let’s clearly outline the importance of this paper.
- Trevor: Components should be seen as another medium to leverage strategic direction not just another functional area of the organization. A clear marriage of marketing concepts and leveraging components for today and in the future. Erik: So, in order to properly leverage, as you say, this medium there needs to be a strategy that addresses “how” and metrics to measure success.
- Trevor, you’ll lead on this slide and : Erik: I’ll add something on “Big data” - Importance of collecting data down to its most elementary level so it can be reconstructed and modeled properly. Trevor: take us to the next slide
- Trevor: continue talking about the slide. Erik: I’ll take us to the next slide “so, looking at the similarities we’re really talking about revealing common interests and behaviors among members and building a strong connection between participants and between the participants and the association. Next slide.
- Tevor: you take this.
- Tevor: take this Erik: I’ll add to it as time allows.
- Erik: But of course to properly implement this you need to clearly outline what the goal is and how everyone is supposed to work together to accomplish this, right? Trevor: take it!! Erik: of course, this provides us with multiple points from which we can collect data. Turn the page
- Erik: So tracking “cause and effect” is very important. Most important, it has to be easy to do so systematize it as best you can, work to get 100% participation but be ready to settle for less. And, since your tracking periodically review the results with the intent of possibly changing direction as necessary. Trevor: I assume that you’ll add as need be.
- Erik: While good planning is 90% of the total job, you still have to start it. Trevor: your turn and take us to the next slide.