myth versus reality in trade associations and professional societies

#ASAE14

Tricks of the Trade:Myths & Realities of the Strategy Gap

Tuesday, August 1212:00 p.m. – 12:30 p.m.hashtag: #asae14 LO6

#ASAE14

Why are we here?

• MYTH: Trade Associations and Professional Societies must be run completely differently.

• REALITY: Tricks (and challenges) from each can be applied to the other.

Let’s talk about the differences in:• Membership• Advocacy• Non-Dues Revenue• Your broken assumptions from this week

#ASAE14

Myth:• Membership recruitment & retention

are very different in trade vs. professional societies.– Price point differences– Authority over budget– Other examples?

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Reality:• Trade and professional organizations

are more alike than you think.– Benefits are often individual in both– Communication matters– Renewal is not a given– Other examples?

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Myth:• Only trade associations should bother

with advocacy efforts.– Individual members don’t care.– One person can’t make an impact.– Other examples?

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Reality:• As many companies have their own

advocacy arms, individual orgs may actually be better suited in some ways.– Less likely to be legal limitations

preventing contributions– Personal/emotional impact– Other examples?

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Myth:• Associations should focus on affinity

programs directly in line with their mission, focused on their core user group.– Trade associations should only focus on

programs that benefit companies.– Professional associations should only

focus on programs that benefit individuals.– Sharing revenue with others is bad.– Other examples?

#ASAE14

Reality:• There could be programs that help

you generate non-dues revenue in non-traditional ways.– Examine your “competition.”– Seek partners, even if you operate in

“coopertition.”– Look for universal problems/pain-points

with no clear solution.

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Reflecting on the week

• What preconceived notions did you bring with you to ASAE Annual?

• How did someone rock that assumption?

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Contact us

Lauren Hefner, CAEDirector, Member Care

Healthcare Businesswomen’s Assn

lhefner@hbanet.org

@laurenhefner

Scott OserPresident

Scott Oser Associates

scott@scottoserassociates.com

@scottoser

Matt Ott, MS, CAEVP, Operations

National Grocers Association

mott@nationalgrocers.org

@matt_ott