Ready to tackle what lies ahead in 2020? |
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It’s a new year and a new decade—don’t create a new excuse to put off your big innovation plans. Never mind about innovation.” There’s a phrase uttered by no one—ever. Without a doubt, you know the importance of moving your association forward, even beyond its comfort zone, and you recognize the need to make strategic change. After all, you face competition for members’ attention from a sweep of new sources. Likewise, you must address underlying changes in your members’ worlds that bring into question the validity of your existing business model. While a few factors are at play, research shared by the Association Laboratory in its Looking Forward 2019 report notes that a three-year upward swing in mergers and acquisitions is radically affecting what members seek from trade and professional associations, causing a reshuffling of target audiences served and forcing associations to rethink their value proposition of catering to individuals versus businesses. TAKE A SMALL STEP, THEN A BIG LEAP. Begin with a small but potentially transformational project. Pick something where the odds are in your favor. You want a small win that will let you ignite and drive internal conversation around new approaches. At the International Trademark Association, for example, a podcast that started as an experiment in 2018 became a major engagement endeavor, garnering executive support. |
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AVOID SURFACE-LEVEL BOLDNESS. If you lightly refresh your legacy content, for instance, the half step is going to be transparent to members and would-be members. And more important, it won’t help you reach broader goals. Look to the Grocery Manufacturers Association for inspiration. It’s in the midst of fully rebranding as the Consumer Brands Association. The group saw its target audience changing and has begun to adapt to this new world order by completely refreshing its messaging for its new audience mix. ZERO IN ON IDEAS THAT GENERATE NON-DUES REVENUE. It’s never a bad idea to support a plan for change with a revenue-backed business case. Consider this play by the American Astronomical Society. It learned last year that Sky & Telescope, a magazine relevant to its field, was being sold. The society strategically acquired it with the aim of creating a new revenue source. STICK TO YOUR VISION. Most associations have the strategic pieces to make these moves. The challenge? You also need a road map to bring your vision to life, one that aligns with how your organization needs to adapt to thrive in this changing world. If you want to reshape your organization for the future, you have to take the first step. Don’t let a natural tendency to stick with the status quo lead to entropy. There’s no future at all in that approach. Read the full article in Associations Now here. |
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MARKETING Want to put members in a better spotlight? Take better photos Source: Associations Now |
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A professional photographer shares tips on how to put members front and center in the photos you take at your events. Done well, these images can capture the “human side of an association.” If a picture is worth a thousand words, then what do your photos say about your members? If you’re using stock photos or staged images in your publications and digital channels, you might be signalling to audiences that your members don’t really matter. Or at least that’s how Joy Asico, CEO and founder of Asico Photo, sees it. She works with dozens of associations throughout the year, photographing their members at annual meetings and other events. Many meeting planners and marketing teams prioritize getting shots of keynoters and association leaders on stage, but Asico frequently turns her camera to the audience to capture what she calls the “human side of an association.” “You need to constantly look for moments that speak to impact and engagement,” she says. “You also want to show the full range of diversity within your membership and any human connections that feel authentic and real.” Asico admits that meetings usually involve a lot of sitting or standing—not exactly compelling visual content. But she says if you move around a bit and plan far enough in advance, you can capture moments that illustrate the member experience.Here some of Asico’s tips for spotlighting your members in compelling ways through visual imagery. |
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1. Develop a shot list and schedule. Before any event, talk with your photographer and marketing-communications team to identify opportunities for good photography in moments where members will be in action. This planning goes far beyond presenters at the podium. “You don’t want to miss out on any opportunities that put your members front and center,” Asico says. 2. Look around to find “select images.” Asico typically takes hundreds of photos around a conference venue and in the expo hall, but what she’s really on the hunt for are 15 to 20 “select images” that give a synopsis of the day. “These are the top shots that show a full range of people and really help to illustrate what took place that day,” she says. 3. Explore archives and repurpose images. Many associations already have compelling photos of their members—they just have to know where to look. “Go back into a past photo archive from a meeting,” Asico says. “Frequently there are photos that might be good for a branding or marketing project.” Repurposed images might work well for a member recruitment campaign, or you might find one or more that would make a good hero image on your website’s homepage. 4. Turn to members for backup. Finally, don’t overlook your members as a source of material for visual storytelling. For example, the American Dental Hygienists’ Association maintains a robust member presence on Instagram. Once a month, a member takes over the account, showing their day from the perspective of their smartphone. . Full article can be read here. |
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FINANCE 5 ways associations can drive non-dues revenue Source: G2 Learning Hub |
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When budgets are tight and you want to get the most from your members, there are countless innovative tactics you can use for revenue generation outside of traditional membership dues. Looking ahead to the future, though, it’s important to understand the historical context as well: what are membership dues and when are they required? Association memberships and related programs often require one-time or annual fees, also known as dues, for access to networks or groups with shared interests and programs or content relevant to those groups. How to drive non-dues revenue Industry associations are one example. Each industry faces unique challenges regarding laws and regulations, general business operations, and member engagement. Collecting dues enables the association to build and maintain valuable resources for members. In the modern landscape, associations can generate revenue in new ways that deliver even more value to members without increasing membership dues. Here are five strategies for associations to drive non-dues revenue going into 2020: 1. Auctions: The traditional auction model has evolved; there are seemingly endless possible ways to execute this important fundraising activity. Consider donation appeals, raffles, or auctioning off resources that will enhance or save time for members and their teams. 2. Live events: Events are increasingly more valuable to associations and their members, as the nonprofit sector catches up with modern marketing trends and innovations. While they can seem like overwhelming investments, the opportunities for return can really pay off. |
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3. Digital real estate: As is the case with physical conference rooms and exhibition halls, digital space has substantial value. It incurs maintenance costs and is an increasingly coveted resource for businesses of any kind. Why not offer it up as a value-add to your members in exchange for a fee? There are a few types of valuable digital real estate to consider parsing out and offering to your member organizations for purchase. Think of these as channels that provide increased visibility, traffic, and engagement. 4. Training programs: Whether you represent a single association working with multiple organizations, or you’re affiliated with an association management company that oversees multiple associations, learning and development are critical for success. Training is a way to educate and develop your people while bringing overall value to your operations. 5. Branded merchandise (a.k.a. “swag”): The concept of “swag” is best described as a creative and cost-effective marketing tool that leverages easy-to-produce materials to promote a specific cause or event. It’s a great tactic to showcase important calls to action and give your people a way to relate to your brand in a fun, engaging, and memorable way. But not all swag is created equal, and not everyone will be willing to invest their money into it. Here are three of many characteristics that can help you make an impact with branded event merchandise. As you explore avenues to drive revenue from multiple sources, not just membership dues, look beyond traditional models. Challenge yourself to be more creative and innovative in 2020. After all, thinking outside the proverbial box can help you better engage members, build stronger communities, and deliver more value. Full article can be read here. |
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HOT OFF THE PRESS PCAAE members in the news |
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PCAAE honors UAP prexy Board Member of the Year - The Manila TimesTHE Philippine Council of Associations and Association Executives (PCAAE), known as the "association of associations" in the country, recognized National President of the United Architects of the Philippines (UAP) Benjamin Panganiban Jr. as 2019 PCAAE Association Board Member of the Year awardee during its gala dinner and awards night at the Philippine International Convention Center last Nov. |
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Does size really matter? In his weekly column in BusinessMirror, PCAAE Founder & CEO Bobby Peralta tackles the debate on the “right size” for an association board. | | |
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Fundamentals of Association Management February 28, 2020 |
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The Purpose-driven Association: A Framework for Success March 16, 2020 |
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Principles and Practices of Association Governance April 6, 2020 |
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