This presentation to the Chicago Chapter of the American Marketing Association. Was intended to provide chapter leaders with an environmental scan of the association industry and relate that information to

1. Presented to the Chicago Chapter of the American Marketing association November 5, 2010 Association Trends in Membership

2. Carsons, Pirie, Scott & Co. Building Louis Sullivan FORM FOLLOWS FUNCTION

3. FFF - Strategic Governance Governance structure should be nimble react QUICKLY to changes in the marketplace Engage in environmental scanning Frequent member surveying versus large annual survey Living breathing strategic plans Smaller governance models Board charges committees with strategic direction Committees push ideas to Board as business proposals Board makes quicker decisions and provides timely feedback Challenge for Chicago AMA Board members are committee chairs Less stratification between members and Board Transparency Shift towards valuing talent/contribution versus “time served” Task force vs. standing committee More projects/tasks with short completion timeframes upon assignment

4. Member value worksheet Questions 1 through 3 Who are YOUR members? Getty tomb

5. Less time with more options Less time in a more complex environment Less time to make decisions Less time to plan less time means more stress the TIME paradox

6. FFF – TIME paradox Products and services must be consistent and of extremely high quality Go big, or go home Balance of high quality, takeaway value and entertainment Programs should deliver more tangibles in less time Information Networking Takeaways Communications Consistent and not-complicated Clear Concise Repetitive, but diversified(keep it interesting) Enjoyable At THEIR leisure

7. Increase focus on individual needs in an increasingly automated environment The INDIVIDUALITY paradox

8. ORGANIZATION THRESHOLD THRESHOLDS OF TOUCHIndustrialization vs. the individual

9. What are the Chicago Chapter of AMA’s THRESHOLDS of Touch?

10. FFF – INDIVIDUALITY paradox Products and services must be customizable Should have an element of engagement and two-way interaction entertainment/fun Products and services should be focused Target niche markets, advanced/beginner Cutting edge is exciting and engaging, but runs the risk of less takeaway value Communication tactics Targeted and focused to the intended user Short, direct, hard titles First three words should tell user what it is Volunteers Greater diversity in reasoning for volunteering Less about “for the good” of the organization, and more about the individual benefits

11. Getting Members _____________ will continue to drive change in our Chapter. Members would rather talk to _______________ than to the “organization.” _________ and __________ impact are two critical factors in gaining members’ continuing support. We must set our sights on being our members’ _____________ when they are trying to solve problems. The _____________ has permanently heightened the need for perceived value for the investment in membership. To maintain longevity with new members, Chicago AMA must give people the sense of _____________ . Technology each other Image impact 1st resource recession community

12. National Based Orgs Regional Based Orgs Face-to-face meetings decreasing in all aspects Increased focus on online content Struggling with “community” Governance tends to be legacy driven Facing revenue challenges on most fronts Events Advertising Publishing Investments Some programs/events compete in scale and size of national events Online content depends of size of organization More people know the “organization” through their chapter first Have greater opportunity to develop sense of community Have better opportunity to engage volunteers based on talents vs. legacy of “time served” Facing similar revenue challenges, but on a smaller scale Trends Comparison

13. Michael Contends: As a result of the recession, this Chapter is better positioned to serve members now more than ever. This Chapter has leadership diverse in talent and expertise to take the Chapter to greater heights. The Chicago AMA can position itself to be the most valuable resource for marketers in the Chicago region.

15. Member Value Checklist

16. Association Trends in Programming

17. Program Trends Large National meetings/workshops are declining Attendance High registration + travel Exhibits/Sponsors have less money Programming risks being outdated Hoteliers/Convention centers costs are rising, while cutting services Online content Webinars everywhere Podcasts Not replacing meeting revenue though

18. New Types of Programming Blended learning programs Long-term engagement Future leader programs Combines recognition with leadership building skills Certificate programs (blueprint series) ? Podcasts SIGs becoming stronger components of organization Monthly get-togethers/stand alone programs Career development People looking to develop job seeking skills

19. SIGs Special Interest Groups Trends Communities of common focus Function as thought leaders Drive ideas up to Board Often offer free to members or limited cost programs Many associations afraid of their SIGs getting to powerful Spin-offs Lunch/breakfast meetings (pick a topic to discuss) Non-members can attend 1 for free Meet regularly, then committee mtgs. can follow

20. Event Trends Pack a punch For the dollar For the time Programs are shortening Programs need to be more focused Must target a specific audience Too broad leads to “boredom” or “I knew that” Must have both quality information and “excitement” Balanced Excitement = must be there, entertainment, social gratification Benefits from some structured networking Longer Breaks bathroom visits, checking in with the office, snacking, mental refreshment, and light networking – does 10 or 15 minutes accomplish this?

21. Program Formats Form follows function Who are you serving? Define your intended audience What are their constraints in participating? What is of greatest value to this audience? What will keep them engaged in returning to participate again in the Chicago AMA?

22. Methods of Engagement Roundtable group discussions Structured networking, games, etc. Pre-event survey What are your expecting want to get out this program Group or individual exercises/assessments Takeaways Handouts, exercises, examples, contact information for new peers Shorter presentations, more speakers or discussion Follow-up Thank you, survey Personal contact Increased individual recognition Post event discussion board or forum Mobile Real time audience response Real time discussion Post event discussion boards