insights and ideas to drive association success
TRANSCRIPT
Insights & Ideas to Drive Association Success
Greg Melia, CAEChief Member Relations & Strategy Development OfficerEmail: [email protected] Twitter: @gmeliaCAE
Associations have the power to transform society.
Our passion is to help associations achieve previously unimaginable levels of performance.
Key Decision To Join Findings
Value Proposition?
Car Rental Discount: $55
Insurance Discount: $150
Payroll service: $400
Magazine: $65
Website access: PRICELESS
Membership saves you over $670!
Value Proposition? No!
Car Rental Discount: $55
Insurance Discount: $150
Payroll service: $400
Magazine: $65
Website access:PRICELESS
Membership saves you over $670!
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
“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
A person’s decision to join goes beyond a cost-benefit analysis.
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.
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.
Governance 6.8%Committee 7.8%
Ad hoc 15.5%
None69.9%
Typical Levels of Involvement
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 VolunteerRole
Ad hoc Committee Board
Detractor
Passive
Promoter
13
How did you …first learn about the association?
Word of
Mouth is
GOLD!
Ideas to Leverage Word of Mouth
Key Decision To Volunteer Findings
Volunteers have different likes/dislikes!
Why members don’t volunteerUncontrollable reasons:
1. Time constraints2. 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.
Getting ThemI would start volunteering if:
1. Meaningful opportunity2. Right skills3. 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%)
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.
Old engagement approach
New engagement approach
Trend: Now, now, now
Credit: Dan4th Nicholas on Flickr
Instant Access
2006 2011Net
changeSocial media n/a 7.2 7.2E-newsletters 52.3 57.4 5.1Communities of practice 11.9 14.6 2.7Blogs or podcasts 2 4 2Internet searches 17.6 18.7 1.1Peer networks 12.5 13.1 0.6Association website 47.2 45.4 -1.8Print newspapers 3.3 3.4 0.1General interest magazines 4 3.4 -0.6Other print sources 6.7 6 -0.7Conferences/meetings 53.3 49.5 -3.8Magazines/Journals 63.6 50.8 -12.8
Credit THINK on Slideshare: 5 principles shaping mobility in Financial Services
Addressing MobileDesign with mobile in mind
Think mobile first
Think “mobile” throughout
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
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
Thank you!
Email: [email protected]
Let ASAE help you succeed.www.associationsnow.com
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Greg Melia, CAEChief Member Relations & Strategy Development OfficerASAE: The Center for Association Leadership