Presented at ASAE's Membership and Marketing Conference 2017 this focuses on how and why it is important to create in-person communities in almost any organization.

1. Creating In-Person Communities
in a Highly Connected World
cc: sebastien.barre - https://www.flickr.com/photos/99706198@N00

2. Who are you?
• Trade
• Individual Member
• Hybrid/Combination
cc: MSVG - https://www.flickr.com/photos/13907834@N00

3. What is the power of
in-person community?
cc: kevin dooley - https://www.flickr.com/photos/12836528@N00

4. ASSOCIATION'S TOP GOALS
Total Individual Trade Combination
Increase member engagement 47% 44% 53% 48%
Increase member retention 47% 52% 39% 47%
Increasing membership acquisition 47% 45% 46% 51%
Increase understanding of member
needs 16% 16% 15% 17%
2016 Membership Marketing Benchmarking Report, Marketing General, Inc.

5. TOP REASONS MEMBERS JOIN ORGANIZATION
Total Individual Trade Combination
Networking with others in the field 55% 53% 59% 56%
Learning best practices in their profession 25% 24% 28% 25%
Continuing education 25% 33% 15% 23%
Access to specialized and/or current
information 24% 21% 32% 20%
Advocacy 21% 15% 34% 16%
2016 Membership Marketing Benchmarking Report, Marketing General, Inc.

6. TOP REASONS FOR NOT RENEWING MEMBERSHIP
Total Individual Trade Combination
Lack of engagement with the
organization 33% 28% 40% 35%
Left the field, industry or profession 30% 37% 17% 31%
Could not justify membership costs
with any significant ROI 29% 26% 43% 21%
Budget cuts/economic hardship of
company 28% 17% 50% 26%
Employer won't pay or stopped
paying dues 26% 34% 4% 33%
Lack of value 21% 19% 20% 25%
Forgot to renew 19% 24% 11% 17%
2016 Membership Marketing Benchmarking Report, Marketing General, Inc.

7. Need to Connect
is the Bottom Line
cc: bennylin0724 - https://www.flickr.com/photos/78433558@N00

8. In-Person Guiding Principles
cc: vintagedept - https://www.flickr.com/photos/42826854@N00

9. In-Person Guiding Principles
• Providing space & time is the
bare minimum
cc: vintagedept - https://www.flickr.com/photos/42826854@N00

10. In-Person Guiding Principles
• Providing space & time is the
bare minimum
• Audience clarity
cc: vintagedept - https://www.flickr.com/photos/42826854@N00

11. In-Person Guiding Principles
• Providing space & time is the
bare minimum
• Audience clarity
• Agenda clarity
cc: vintagedept - https://www.flickr.com/photos/42826854@N00

12. In-Person Guiding Principles
• Providing space & time is the
bare minimum
• Audience clarity
• Agenda clarity
• Connections happen in white
space
cc: vintagedept - https://www.flickr.com/photos/42826854@N00

13. In-Person Guiding Principles
• Providing space & time is the bare
minimum
• Audience clarity
• Agenda clarity
• Connections happen in white space
• Community deepens beyond the
event
cc: vintagedept - https://www.flickr.com/photos/42826854@N00

14. Two Approaches
cc: EDubya - https://www.flickr.com/photos/41022973@N00

15. D.C. Area Activities
Current Landscape Scan
cc: WilliamMarlow - https://www.flickr.com/photos/35359094@N08

16. Needs Assessment
cc: giulia.forsythe - https://www.flickr.com/photos/59217476@N00

17. Needs Assessment
• Research
cc: giulia.forsythe - https://www.flickr.com/photos/59217476@N00

18. Needs Assessment
• Research
• Listening to your Members
cc: giulia.forsythe - https://www.flickr.com/photos/59217476@N00

19. Needs Assessment
• Research
• Listening to your
Members/Audiences
• Gap identification
cc: giulia.forsythe - https://www.flickr.com/photos/59217476@N00

20. Create Your Objectives
So you can share your vision
cc: The Daring Librarian - https://www.flickr.com/photos/43666171@N07

21. Offer regular, consistent, low
barrier to entry events that
bring people together for
networking and educational
connections.
cc: haglundc - https://www.flickr.com/photos/86676407@N00

22. Resource Needs
cc: .inKenzo. evonne@amoration - https://www.flickr.com/photos/37996610752@N01

23. Resource Needs
• People
cc: .inKenzo. evonne@amoration - https://www.flickr.com/photos/37996610752@N01

24. Resource Needs
• People
• Technical
cc: .inKenzo. evonne@amoration - https://www.flickr.com/photos/37996610752@N01

25. Resource Needs
• People
• Technical
• Financial
cc: .inKenzo. evonne@amoration - https://www.flickr.com/photos/37996610752@N01

26. Create/Track Success Measures
cc: Philo Nordlund - https://www.flickr.com/photos/22839942@N00

27. Create/Track Success Measures
• Attendance numbers
cc: Philo Nordlund - https://www.flickr.com/photos/22839942@N00

28. Create/Track Success Measures
• Attendance numbers
• Feedback
cc: Philo Nordlund - https://www.flickr.com/photos/22839942@N00

29. Create/Track Success Measures
• Attendance numbers
• Feedback
• Event revenue
cc: Philo Nordlund - https://www.flickr.com/photos/22839942@N00

30. Create/Track Success Measures
• Attendance numbers
• Feedback
• Event revenue
• New members
cc: Philo Nordlund - https://www.flickr.com/photos/22839942@N00

31. Create/Track Success Measures
• Attendance numbers
• Feedback
• Event revenue
• New members
• Increased engagement =
retention
cc: Philo Nordlund - https://www.flickr.com/photos/22839942@N00

32. If you don't track it
It didn't happen
cc: ZachAncell - https://www.flickr.com/photos/33817152@N08

33. Approach
• Assess Need
• Create Objectives
• Determine Resources
• Create Success Measures
• Execute
• Track Achievement
cc: fsse8info - https://www.flickr.com/photos/37031529@N00

34. Connection
Palette Cleanser
cc: kenteegardin - https://www.flickr.com/photos/26373139@N08

35. Master Level Learning
Example 2
cc: sciencesque - https://www.flickr.com/photos/74998608@N00

36. Learning Gap Analysis
cc: Wajahat Mahmood - https://www.flickr.com/photos/26116471@N03

37. Learning Gap Analysis
• Level of learning
cc: Wajahat Mahmood - https://www.flickr.com/photos/26116471@N03

38. Learning Gap Analysis
• Level of learning
• Price point
cc: Wajahat Mahmood - https://www.flickr.com/photos/26116471@N03

39. Learning Gap Analysis
• Level of learning
• Price point
• Learning community
cc: Wajahat Mahmood - https://www.flickr.com/photos/26116471@N03

40. Through the CEO Lens
Master-level learning & community at a low $
cc: kevin dooley - https://www.flickr.com/photos/12836528@N00

41. Resources
cc: RichGrundy - https://www.flickr.com/photos/32888907@N03

42. Resources
• Location
cc: RichGrundy - https://www.flickr.com/photos/32888907@N03

43. Resources
• Location
• Audience
cc: RichGrundy - https://www.flickr.com/photos/32888907@N03

44. Resources
• Location
• Audience
• Speakers
cc: RichGrundy - https://www.flickr.com/photos/32888907@N03

45. Resources
• Location
• Audience
• Speakers
• Technology
cc: RichGrundy - https://www.flickr.com/photos/32888907@N03

46. Community Supplements
Strategy Pivot
cc: quinn.anya - https://www.flickr.com/photos/53326337@N00

47. Success Measures
• Quality of learning
• Topic feedback
• Host satisfaction
• Community Formation
cc: martapiqs - https://www.flickr.com/photos/40905387@N00

48. Achievement
• Online community - 350+
• Attendance numbers
• CAE hours
• Executive advancement
• Stronger community
cc: Julien Haler - https://www.flickr.com/photos/24576874@N00

49. Your Approach
• Assess Need
• Create Objectives
• Determine Resources
• Create Success Measures
• Execute
• Track Achievement
cc: fsse8info - https://www.flickr.com/photos/37031529@N00

50. Questions
cc: matt hutchinson - https://www.flickr.com/photos/17524395@N00

51. Contact Us
Lowell Aplebaum, CAE
Next Connextion
202-821-9444
laplebaum@gmail.com
@lowellmatthew
cc: Oberazzi - https://www.flickr.com/photos/42788859@N00
Scott Oser, MBA
Scott Oser Associates, Inc.
301-279-0468
scott@scottoserassociates.com
@scottoser