Insights and ideas to drive association success
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Presentation to American College of Physician chapter execs on membership, volunteer relations and a few trends to keep in mind to drive association success.
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Insights and ideas to drive association success
- 1. Insights & Ideas to Drive Association Success Greg Melia, CAE Chief Member Relations & Strategy Development Officer Email: gmelia@asaecenter.org Twitter: @gmeliaCAE
- 2. Associations have the power to transform society. Our passion is to help associations achieve previously unimaginable levels of performance.
- 3. Key Decision To Join Findings
- 4. Value Proposition? Car Rental Discount: $55 Insurance Discount: $150 Payroll service: $400 Magazine: $65 Website access: PRICELESS Membership saves you over $670!
- 5. Value Proposition? No! Car Rental Discount: $55 Insurance Discount: $150 Payroll service: $400 Magazine: $65 Website access: PRICELESS Membership saves you over $670!
- 6. Association WIIFMs • Member discounts or group purchasing activities • Member directory • Opportunities to gain leadership experience. • Access to products, services, and suppliers (e.g., insurance, publications) • Access to career information • Opportunities to network • Professional development or educational offerings • Access to most up-to-date information
- 7. “Good of the Order” activities • Providing standards or guidelines • Maintaining a code of ethics • Influencing legislation and regulations • Gathering and analyzing data on trends • Promoting a greater appreciation of the field • Certification and accreditation • Providing awards or recognition of excellence in the field
- 8. A person’s decision to join goes beyond a cost-benefit analysis.
- 9. What is this organization about? • Win a Free Hertz Car Rental Certificate and AMEX Gift Card • Quicken WillMaker Discount • Credit and Debt Counseling • Maintaining Your Standard of Living in Retirement • Importance of Risk Management - Insurance • Financial Literacy Lessons in English and Spanish from Wells Fargo • Member Discounts for Bose Radio Systems. • California Casualty – 20 Year Partnership. • Protect Your Home While on Vacation. • One Credit Class Coming – “Keys to Financial Health.” • Win Free Stuff in May and June from ??? Member Benefits. • ??? Delegate Assembly Showcases Member Benefits. • The Green Book – 39% Discount. • Save This Summer with Your ??? Access Card.
- 10. What is this organization about? • BENEFITS OF MEMBERSHIP – ??? represents its members' interests, provides money-saving services, promotes them in this country and across the world, and alerts them to the pitfalls of current legislation and regulation. We are proactive on their behalf, taking the lead in matters affecting the trade, seeking to articulate their views and taking new initiatives to support them and the ??? trade as a whole. As well as the Association's advice and active support, members are entitled to a wide range of benefits: • FINANCIAL BENEFITS: – Insurance; Free legal advice; Free Tax advice; Healthcare; Credit and Debit Card processing; further discounts; free entry for all members on the Association's site; and Gift Vouchers and Wedding Present Service: available to the public and only redeemable through a ??? member. • PROMOTIONAL BENEFITS: – ??? Logo; :Code of Practice recognized by the buying public and press as the trade standard.; Due Diligence Guidelines; Conciliation; Publicity; Directory of Members; Publications; Government Representation; and Conferences and seminars.
- 11. Governance 6.8% Committee 7.8% Ad hoc 15.5% None 69.9% Typical Levels of Involvement
- 12. Value of Engagement 40% 32% 29% 47% 34% 20% 61% 27% 12% 66% 22% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% No Volunteer Role Ad hoc Committee Board Detractor Passive Promoter
- 13. 13 How did you … first learn about the association? Word of Mouth is GOLD !
- 14. Ideas to Leverage Word of Mouth
- 15. Key Decision To Volunteer Findings
- 16. Volunteers have different likes/dislike
- 17. Why members don’t volunteer Uncontrollable reasons: 1. Time constraints 2. Family or professional responsibilities Controllable reasons: 1. Lack of info about volunteer opportunities. 2. Volunteer elsewhere. 3. Never asked to volunteer. 4. Lack of info about virtual or short-term opportunities.
- 18. Getting Them I would start volunteering if: 1. Meaningful opportunity 2. Right skills 3. Accessible location I first learn about volunteer opportunities by: 1. Asked by staff or another volunteer (22%) 2. Local chapter, section (14%) 3. Meeting, conference (13%)
- 19. 10 volunteer improvement ideas 1. Provide simple, yet meaningful, ways to get involved. 2. Match opportunities and skills. 3. Work to mitigate time and location barriers. (Virtual?) 4. Incorporate and communicate benefits when possible. 5. Link your volunteer program to your mission. 6. Ask, ask, ask! (Don’t write off the non-volunteer.) 7. Train staff to work with volunteers. 8. Provide adequate resources. 9. Coach staff on championing the value of volunteering. 10. Recognize all volunteer contributions.
- 22. Trend: Now, now, now Credit: Dan4th Nicholas on Flickr
- 23. Instant Access 2006 2011 Net change Social media n/a 7.2 7.2 E-newsletters 52.3 57.4 5.1 Communities of practice 11.9 14.6 2.7 Blogs or podcasts 2 4 2 Internet searches 17.6 18.7 1.1 Peer networks 12.5 13.1 0.6 Association website 47.2 45.4 -1.8 Print newspapers 3.3 3.4 0.1 General interest magazines 4 3.4 -0.6 Other print sources 6.7 6 -0.7 Conferences/meetings 53.3 49.5 -3.8 Magazines/Journals 63.6 50.8 -12.8
- 24. Credit THINK on Slideshare: 5 principles shaping mobility in Financial Services
- 25. Addressing Mobile Design with mobile in mind Think mobile first Think “mobile” throughout
- 26. You are a leader at the crossroads. What questions can we help you explore to determine your future directions? Photo credit: Superstar Brett Keane on YouTube
- 27. What to do? • Foster a culture which considers research, trends, and effective practices • Seek to understand trends & build capacity • Tap into your networks and members to get ideas and feedback • Be comfortable that not every experiment will be successful • Purposefully abandon to create space
- 28. Thank you! Email: gmelia@asaecenter.org Let ASAE help you succeed. www.associationsnow.com (Subscribe to FREE daily e-Newsletter) Greg Melia, CAE Chief Member Relations & Strategy Development Officer ASAE: The Center for Association Leadership
Editor's Notes
- Finding: All respondent groups think the benefits for the good of the order are just slightly more important than personal benefits. Conventional wisdom, and many past programs, have suggested that the decision to join is rooted in ROI, value to individual. While personal value is important, the good of the order is actually significantly more important. For example, others suggest dollar value for every benefit … may not be that direct. Have associations put too much emphasis on marketing the personal benefits? Personal benefits make a compelling case for return on investment (ROI) reasons that an individual may use to justify membership. The good-of-the-order benefits to the field raise the tides under everyone. Mean index for personal benefits was 3.4 and 3.6 for good-of-the-order benefits.
- One lens on the “mailboxer” question that I found very insightful are the findings related to “The Ultimate Question” from the Decision to Join. In short, we see that those members who volunteer are more likely to be a promoter of the association – powerful stuff indeed. And that’s in addition to all of the other benefits volunteering brings to the organization and to the member, as demonstrated on the next slide … Answers based on a 10 point scale 9-10Promoter 7-8 Passive 6 or lessDetractor Probability of being a “promoter” of the association increases with level of involvement Advocacy, networking and leadership opportunities become more important as level of involvement increases Finding: The probability of being a “promoter” of the association increases with one’s level of involvement. Members who do not become involved in their association are perilously close to former members in their estimations of the value they receive. Fifteen percent of the survey respondents said they were involved at the governing or committee level, which is about the level of involvement many association execs cite when asked about the participation level in their association.
- Not necessarily join, but hear of. Build awareness.
- Local Leaders - Focused on local chapter board and committee service Mentoring, coaching, tutoring, and membership recruitment Two thirds at entry or mid-career levels of employment. Less involved in governance for the parent organization. Writers - The “subject matter experts” of your organization: Presentations, expert panels Publishing Standards review Teachers - Mentoring, coaching, tutoring, professional advice and membership recruitment Contribute the fewest volunteer hours for the cosponsor organization Engaged in every activity and perform the majority of volunteer work within the associations participating in this study. Mentoring Membership recruitment Local and national board and committee service Presentations Fund raising Older ages, longer membership span, more academic backgrounds, more senior career levels.
- Digital Mobility means … Devices (including the internet of things) People (on the move, time-pressed, digital identities) Information processes (location aware, digital assistance, self-adjusting) Behavior (always on, consulting web and friends) Digital Mobility Digital Mobility means more than just mobile technology It includes the devices we use to connect to the Internet (including the internet of things); the mobility of the people who live in a digitally-enabled, time-pressed world; the information processes that create an immersive experience in that world, which may include location-aware services, digital assistance, or an environment which adjusts to your presence (think Minority Report). All of these factors influence behavior, including an "always on" culture, in which some have become almost dependent on their devices and digital networks to accomplish almost any task. In thinking about the trend of digital mobility, here are a few pieces of advice: Design with mobile in mind - Begin by thinking how you can use mobile technology to reinvent or improve an experience. Think mobile first - It's probably true that mobile may not currently be the most frequent way that your members engage with your association. But the rapid increase in mobile devices, comfort, and preference for mobile solutions is inevitable. Design for the future, not the past. Think “mobile” throughout - It's not enough to think about how to market an event on a mobile friendly website ... you also need to think about how you make it easy for people to engage during the event with their devices. Consider how mobile can be integrated into every step of the process ... you may not integrate it at every step, but the best way to have great ideas is to have lots of ideas from which to choose.
- Photo credit: Superstar Brett Keane on YouTube
- Each of in this room has the capacity to be innovative, and each of us has a role in innovation for our organizations. Innovation is not just about creating something entirely new … it is also about a continual commitment to improving and adapting our processes to be more enjoyable, efficient, and effective. Here is a leadership framework for innovation: