The document discusses the role of the Industry Partner Alliance (IPA) of ASAE in enhancing the membership experience for industry partners, including providing targeted educational resources and improving return on investment. It highlights the importance of personalized marketing techniques, particularly coupon marketing, to increase member engagement, drive traffic, and support non-dues revenue generation for associations. The document also emphasizes leveraging data for targeted marketing and the integration of social media to enhance outreach and member loyalty programs.

1. Find Your Solution
Look inside to solve some
of your biggest technology
challenges
TECHTOOLKIT
published by asae: the center for association leadership
MAR/APR
2014

2. The Industry Partner Alliance (IPA) Committee is more than a guide for ASAE industry partners.
It’s more than a group of companies and organizations that provide services and products to
ASAE members. The IPA is a strong committee that listens and responds to the needs of the
industry partner community.
Did you know that the IPA:
+ Improves the membership experience and return on
investment for industry partners.
+ Works with ASAE and the ASAE Foundation on events and
social responsibility programs.
+ Delivers education sessions specifically targeted for
industry partners at ASAE meetings.
+ Develops resources for industry partners looking
to connect with the association community.
We can’t do it without you.
Learn more at AccessAssociations.org
Industry Partner Alliance
Helping you find direction
for more than 20 years.
AccessAssociations.org
Al Hutchinson, IPA Chair
Virginia Beach CVB
757-385-6652
ahutchin@vbgov.com
Heather Scherer, IPA Vice Chair
Association Travel Concepts
858-254-8969
heathers@atcmeetings.com

3. 6|ASSOCIATIONS NOW SUPPLEMENT 3-4/2014
The Active Web Com-
pany helps associa-
tions increase member
engagement, attract
younger members,
raise member par-
ticipation and meeting
attendance, improve
member experience,
and boost non-dues
revenue. For more than
25 years Active Web
principals have been
supporting asso-
ciations to fulfill their
missions.AMPAC12
and ActiveWeb 360
CRM, along with more
than 30 integrated and
specialized modules,
provide associations
and professional
societies with a set of
robust, user-friendly,
and highly versatile
and personalized web
solutions for complete
marketing, data
analysis, reporting, and
financial management.
Active Web’s solutions
have been developed
based on industry
standards and can
be configured and
integrated with most
third-party software
and platforms.
L
ead generation, adding new members, and increas-
ing non-dues revenue are some of the key marketing
objectives of every association.
Members and prospective members are increasingly
not responding to mass marketing techniques. Instead they
demand a highly personalized approach across all facets of
the organization, including communication, product devel-
opment, and member service.
How does an association increase member engage-
ment, drive traffic to its website, attract younger members,
increase member participation, and generate non-dues
revenues?
Coupon Marketing: Targeted. Relevant.
Personalized.
One of the ways to achieve these objectives is coupon
marketing. Studies have shown that coupons are second
only to word-of-mouth marketing when it comes to
influencing purchasing decisions. Unlike mass emails, print
ads, and most other forms of advertising, targeted coupons
offer a personalized and relevant promotion and offer an
opportunity to establish your brand and share eye-catching
content in full color that invites the recipient to read your
message and take action.
Measurable and Mobile Friendly
Most advertising and marketing is impossible to accu-
rately measure. But coupons, especially digital coupons
or discount codes, can be easily added by the recipient to
their smartphones or mobile devices and can be tracked by
redemption rate, redemption location, operating platform,
and device used, giving the association valuable insight into
its members and prospects.
Understanding Your Data
Coupon marketing works well for targeting specific member
categories, types, or groups that could be selected from the
Teach Your Old Data
New Tricks
By Hooman Mossadeghi
C O M PA N Y B I O

4. ASSOCIATIONS NOW SUPPLEMENT 3-4/2014|7
xx
Hooman
Mossadeghi,
Chief Software
Architect
The Active Web
Company
1840 Michael Faraday
Dr., #101
Reston,VA 20190
Phone:
800-255-0863
www.activeams.com
database. It can also be used for those selected based on past
participation in the association programs and events as well
as exhibitors, sponsors, subscribers, donors, or simply those
who just requested more information.
Coupon Marketing and Social Media
Associations can gain more traction by incorporating social
media buttons that allow one-click sharing across multiple
social networks, thereby increasing the odds of capturing
new members and generating non-dues revenues if the
primary recipient of the coupon shares them with his or her
friends and followers. To encourage this behavior, a member
loyalty program, which can be integrated with the cou-
pon marketing program, can reward those who refer new
members.
Improved Financial Control and Tracking of New
Non-dues Revenue
Coupon marketing offers better control on tracking gener-
ated revenues through specific codes targeted to groups and
activities. Digital coupons and discount codes can be easily
linked to a specific web-based order entry form. Submitted
orders are then verified and processed. Financial transac-
tions are posted to the general ledger and fulfillment tickets
are issued. Each campaign can be tracked and reported on a
regular basis.
Measure Results
Tracking results from the start, using analytics to determine
trends and spot behaviors, establishing metrics and
benchmarks against which to compare future efforts, and
using those outcomes to tweak new campaigns will result in
creating an effective and budget-friendly marketing engine.
C o n ta c t