September 05, 2010: Getting better all the time
ASAE is the hub of the association industry. Even people who criticize some of its activities value the organization and will probably be willing to help strengthen it. Here are some observations:
1. Too many people expect ASAE to be super perfect. No organization can meet that standard. But ASAE tries.
2. Many people want ASAE to appeal to all industry segments. It has the resources to do that and it really tries. It probably does a better job than most other associations.
3. Some people want ASAE to be cutting edge, to be at the forefront of everything in the industry. ASAE appears to be trying to do that (although some people would prefer it didn't try so hard).
4. People who criticize ASAE also praise it. They know it's a vibrant organization. They just want it to do some things differently. They expect it to view criticism as an opportunity to identify evolving needs (just as it tells us we should do in our own associations).
5. ASAE is fortunate to have a knowledgeable, engaged, committed membership that will continually press for improvement and look to the organization for leadership.
Associations do not always give serious consideration to suggestions for change (some never do) even when those changes are likely to generate positive results. I think ASAE always wants to improve and will always look for ways to do so.
1. Too many people expect ASAE to be super perfect. No organization can meet that standard. But ASAE tries.
2. Many people want ASAE to appeal to all industry segments. It has the resources to do that and it really tries. It probably does a better job than most other associations.
3. Some people want ASAE to be cutting edge, to be at the forefront of everything in the industry. ASAE appears to be trying to do that (although some people would prefer it didn't try so hard).
4. People who criticize ASAE also praise it. They know it's a vibrant organization. They just want it to do some things differently. They expect it to view criticism as an opportunity to identify evolving needs (just as it tells us we should do in our own associations).
5. ASAE is fortunate to have a knowledgeable, engaged, committed membership that will continually press for improvement and look to the organization for leadership.
Associations do not always give serious consideration to suggestions for change (some never do) even when those changes are likely to generate positive results. I think ASAE always wants to improve and will always look for ways to do so.
July 19, 2010: Cutting member benefits
Not all members will utilize all of the services provided by the association. But offerings should not be limited just because a lot of members don't use them.
People join associations for lots of reasons. They may join because they value one particular product or service. That's enough for them. They don't want everything else - but other members do.
Some people join because they are impressed by all that is offered, even though they don't take advantage of everything.
Most members will not attend educational sessions or expos. Those with travel limitations will only attend events in their hometowns. More than half of all members typically do not open e-newsletters and alerts - but they don't opt out either.
Lots of members don't want publications and don't purchase studies, data compilations, or other products. They may not seem to want anything tangible - but they still join and they still renew.
So, ask your members (frequently) why they join, why they renew, and what they want. Don't fret about their apparent lack of interest in many offerings.
Membership benefits are a menu. Sometimes members only want one item on the menu - but they want it badly enough to join.
People join associations for lots of reasons. They may join because they value one particular product or service. That's enough for them. They don't want everything else - but other members do.
Some people join because they are impressed by all that is offered, even though they don't take advantage of everything.
Most members will not attend educational sessions or expos. Those with travel limitations will only attend events in their hometowns. More than half of all members typically do not open e-newsletters and alerts - but they don't opt out either.
Lots of members don't want publications and don't purchase studies, data compilations, or other products. They may not seem to want anything tangible - but they still join and they still renew.
So, ask your members (frequently) why they join, why they renew, and what they want. Don't fret about their apparent lack of interest in many offerings.
Membership benefits are a menu. Sometimes members only want one item on the menu - but they want it badly enough to join.
July 11, 2010: Members are not stupid
Always be honest when communicating with members.
If, for example, members complain about discontinued services, tell them the real reason for the association's action.
You may say a particular service has been underutilized, it's too costly to administer, or the association is no longer able to provide as many quality services as it has in the past.
Even if members are unhappy with the association's decision, they will have been treated respectfully.
When Jewel Food Stores (the Chicago area grocery owned by SuperValu) was reported to be discontinuing products and brands to increase profit margins, customers were told that Jewel was "simplifying" the shopping experience and eliminating the "clutter" of lots of choices.
That reply was untrue and insulting to customers. People like choices and are smart enough to decide which products and brands to purchase.
Never tell members you are doing something to help them when your actions will really hurt them. Lies and deception will just make reactions to your decision much, much worse.
If, for example, members complain about discontinued services, tell them the real reason for the association's action.
You may say a particular service has been underutilized, it's too costly to administer, or the association is no longer able to provide as many quality services as it has in the past.
Even if members are unhappy with the association's decision, they will have been treated respectfully.
When Jewel Food Stores (the Chicago area grocery owned by SuperValu) was reported to be discontinuing products and brands to increase profit margins, customers were told that Jewel was "simplifying" the shopping experience and eliminating the "clutter" of lots of choices.
That reply was untrue and insulting to customers. People like choices and are smart enough to decide which products and brands to purchase.
Never tell members you are doing something to help them when your actions will really hurt them. Lies and deception will just make reactions to your decision much, much worse.
July 06, 2010: Renewal gift revisited
I recently opined about Association Forum of Chicagoland reducing the amount of its educational program gift card for renewed members from $189 to $50. I said it didn't matter to me, since I get a lot of value from membership. I don't expect a gift for renewing.
But I've since learned that only 6% of Forum members actually use the card, so it seems like a low cost to the association but probably a very high value to users.
Small association execs, in particular, can't always persuade their associations to pay $189 for a three-hour session, and they often don't earn enough to pay for it themselves.
Maybe the renewal gift is a more important member retention tool than I thought.
But I've since learned that only 6% of Forum members actually use the card, so it seems like a low cost to the association but probably a very high value to users.
Small association execs, in particular, can't always persuade their associations to pay $189 for a three-hour session, and they often don't earn enough to pay for it themselves.
Maybe the renewal gift is a more important member retention tool than I thought.
June 29, 2010: What do your members want?
Shannon Otto's statement about the annual Membership Marketing Benchmark survey is absolutely correct:
"Ask your members what they want...Don't force people to use what they don't want."
Asking your members should be automatic, but many associations skip that step and, instead, tell members what they should want, often declaring it to be "the way of the future."
But it may not be for everybody. You should not create a Facebook page, for example, just because 485 million other people have one. You should create one because you think it can be used to help achieve your objectives.
Evaluate all of your options and choose those that are appropriate for your association, not just those that everybody else has chosen.
"Ask your members what they want...Don't force people to use what they don't want."
Asking your members should be automatic, but many associations skip that step and, instead, tell members what they should want, often declaring it to be "the way of the future."
But it may not be for everybody. You should not create a Facebook page, for example, just because 485 million other people have one. You should create one because you think it can be used to help achieve your objectives.
Evaluate all of your options and choose those that are appropriate for your association, not just those that everybody else has chosen.
May 21, 2010: Declaring yourself
Some time ago, I expressed surprise that someone in my neighborhood would display a lawn sign identifying their place of worship.
I live in a multi-religious community and many congregations exist within each denomination. I didn't think that advertising a church, synagogue, temple, or mosque was a very good recruitment strategy.
On my run this morning, I observed a lawn sign for a private (non-religious) school in front of somebody's house. The majority of families in the area who have school age children send them to public school.
However, there are fewer school systems to choose from than there are houses of worship, and most people's attitudes about education are more flexible than are their religious convictions. So, maybe a sign wasn't such a silly idea.
In both of these cases, though, the display may really have been more of a personal declaration than a serious effort at recruitment.
I live in a multi-religious community and many congregations exist within each denomination. I didn't think that advertising a church, synagogue, temple, or mosque was a very good recruitment strategy.
On my run this morning, I observed a lawn sign for a private (non-religious) school in front of somebody's house. The majority of families in the area who have school age children send them to public school.
However, there are fewer school systems to choose from than there are houses of worship, and most people's attitudes about education are more flexible than are their religious convictions. So, maybe a sign wasn't such a silly idea.
In both of these cases, though, the display may really have been more of a personal declaration than a serious effort at recruitment.
May 18, 2010: Don't bother them right now
Martin Sirk, CEO of the International Congress & Convention Association, believes that associations can never be more than a small segment of their members' lives.
That's OK, he says, as long as we make that slice of time as valuable, enriching, and constructive as possible.
Most of our members, like most people, give priority to their personal needs and desires: taking kids to school in the morning, caring for an ailing parent, scheduling car repairs, getting to work on time, going out to a movie...
Their lives don't revolve around their association memberships.
We can better serve our members if we understand what they want from us, when they want it, and when they would rather not be bothered.
That's OK, he says, as long as we make that slice of time as valuable, enriching, and constructive as possible.
Most of our members, like most people, give priority to their personal needs and desires: taking kids to school in the morning, caring for an ailing parent, scheduling car repairs, getting to work on time, going out to a movie...
Their lives don't revolve around their association memberships.
We can better serve our members if we understand what they want from us, when they want it, and when they would rather not be bothered.
May 09, 2010: Print it
If two-thirds of your members prefer an online newsletter and one-third prefer print, switching from print to online is a bad decision. You've chosen to stop serving one-third of your members.
Switching from print to online to save money may not assuage the feelings of the print fans. They may actually be willing to continue paying for printed publications.
Electronic venues do not replace print. They merely provide additional choices.
Just like all other marketing decisions, it's usually not a good idea to adopt a one-size-fits-all strategy. You have to segment your market.
You can continue providing a print publication to everyone, provide both print and electronic, or ask each member what they want and provide print to those who want it.
People expect choices. Providing them with choices will increase the likelihood they'll retain their memberships.
Switching from print to online to save money may not assuage the feelings of the print fans. They may actually be willing to continue paying for printed publications.
Electronic venues do not replace print. They merely provide additional choices.
Just like all other marketing decisions, it's usually not a good idea to adopt a one-size-fits-all strategy. You have to segment your market.
You can continue providing a print publication to everyone, provide both print and electronic, or ask each member what they want and provide print to those who want it.
People expect choices. Providing them with choices will increase the likelihood they'll retain their memberships.
April 16, 2010: Bias member feedback
Customer service representatives should not query members or customers about the quality of service that was delivered.
Feedback should be obtained through another source, such as an online or mailed survey or a telephone call or email from someone other than the person who provided the service.
Having the customer service rep solicit an evaluation of the service will produce a biased answer. The customer or member will usually reply with a more positive rating.
Maybe that's what the company (or association) really wants.
Feedback should be obtained through another source, such as an online or mailed survey or a telephone call or email from someone other than the person who provided the service.
Having the customer service rep solicit an evaluation of the service will produce a biased answer. The customer or member will usually reply with a more positive rating.
Maybe that's what the company (or association) really wants.
April 06, 2010: Renewal gift
In each of the last three years, Association Forum of Chicagoland awarded renewed members a $189 gift card valid for most educational sessions. Membership cost $325 per year and morning educational sessions were $189, so this was a really good deal.
This year, renewed members only received a $50 gift card.
I don't expect to get anything extra for renewing, so even this reduced amount was a welcome benefit.
This year, renewed members only received a $50 gift card.
I don't expect to get anything extra for renewing, so even this reduced amount was a welcome benefit.
