Association 141+

You've Got to Know When to Hold 'Em

2012-02-20T06:00:00.000-08:00

I was recently reading a great post on the Mizz Information blog (thanks Maggie!) on Why Having Staff be Facebook Emissaries is a Bad Idea when I came across this comment: "My advice? Hold steady with your Facebook page." Good advice - except do associations really excel at deciding to 'hold steady?'

Waiting May Not Easily Compute in the Association World

Evaluating the professional environment, assessing resources, opportunities and risks and deciding to wait for a period of time before making a change is an oft-found foundational business practice. The real estate industry, the stock market - inaction has to be an acceptable action decision if profit and benefits are to be maximized. For a number of reasons, I think this concept is harder for associations to digest.

1. Volunteer Leadership Position Terms - For many volunteers, especially board members, there is an inherent need to 'get something done' during their term in office. While this drive is to be applauded and we certainly don't want leaders that take office solely for the title or line on their resume, the desire to 'do' can often conflict with logical arguments to pause and let plans in action run their course.

2. "Me too! Me too!" - Another association or two are piloting a program or approach shift. Well, if they are doing it, don't we have to do it as well? Maybe the association will also take a similar course, but to do so simply because someone else is without taking the time to evaluate if it is a good fit with your association is a mistake.

3. The ROI of Waiting - While choosing to hold back on an action should be a researched/informed decision, ultimately it is still difficult to prove the ROI of waiting. Whether it comes to the explanation of financial statements at the end of the fiscal year or if it makes an annual review a more difficult conversation, the return on avoiding loss is a much more complicated discussion and explanation.

Inaction - a Calculated Decision

When we are talking about choosing temporary inaction, there should be extra emphasis on the word 'choosing.' Not taking action based on missed communication, ineffective time management or forgetting is not a calculated decision. A decision to wait needs to be based on an action - a decision made after surveying the environment and resources at hand that leads to the conclusion that waiting will produce better results in the long term. Here are just a few reasons why an association may decide to wait:

1. Prioritizing Resources - If there are only 2 million things that an association can do at a time, and do them all well, then there should be careful evaluation when project 2 million and one arises. Is it more important that any of the other agenda items, and if so what is going to be put on hold until there is more time? Choosing to hold off on a lower-priority program rather than continually adding to-do's when resources are already maxxed out is a good decision.

2. Short Term Only Success - A new shiny model arises, and a number of other associations jump right into the mix. There is a fine line with being behind the curve, and waiting to see how an experimental model is going to work out beyond the initial start period. An example of this is the concept of free membership. Could this be the way that the association world goes eventually? Maybe. Is it a viable choice now - yes, if you can demonstrate that the revenue loss from membership dues is found in non-dues income and a larger membership participation. From what it sounds like at this moment, many organizations that have been trying this option have not found this success just yet - so while we may all need to look at alternate membership models, if an association chose to wait a little longer to implement this one, they would certainly have good reason to do so.

3. Lack of Volunteer Leadership Support - Ultimately, we are volunteer-led associations that exists for the professionals we serve. If association staff move forward on major initiatives that are in conflict with what the majority of the volunteer leadership feels is the right way to go, that will damage the important relationship that exists between the two. Hopefully, if staff feel that a certain program is to the benefit of the association and is needed for continual improvement and growth, they can work with those volunteer leaders to get a lay-leader voice and champion and eventual approval. Choosing to wait to make sure that you have volunteer support for initiatives is one way to ensure an ongoing relationship of cooperation and respect.

Waiting may not be easy, but in the right situation it can be the best choice at hand. We should not dismiss choosing to pause if it will benefit our associations in the long run - we should just be able to explain if and when we are going to hit play again.

Guest Appearances

2012-01-30T05:50:00.000-08:00

Over the past few weeks I have played in the world of guest blogging, and thought I would share the post listings here:

1. The Beginning of Membership as We Dream It - On the Affiniscape Blog. After reading The End of Membership as We Know It and discussing future membership model iterations, I think that there is a 'sweetspot' where associations have the chance to take a step back and explore what membership would be if there were no limitations. Defining membership first from our imagination may help direct the paths we take to be ones we want and not just ones we need.

2. 5 Tips to Keep Your Association Website on the Curve in 2012 - On the AssociationTech Blog - As 2012 ramps up there are a number of articles that have come out describing steps to take to make sure that your website stays forward looking. For many associations, our websites still struggle to be 2005 much less 2012 - here are 5 quick tips to use when evaluating if your association website is ready for today before moving to tomorrow.

3. Leader Tomorrow? Work on these Skills Today - On the Millennial Chat Blog - Whether in your volunteer efforts or in the workplace, do you see expanding leadership positions in your future? Here are just three suggestions of areas of concentration and development today that can help those future pursuits.

And though I have not yet posted, I am excited to participate with newly certified CAE Lauren Hefner on her new blog on the CAE experience - http://caeslambook.wordpress.com/ . With posts from those who have tried to become a CAE, those who have succeeded, and those who are in the process of studying/testing (that last one is me) - this blog has the potential to be a great resource for all association professionals who look to get their certification.

A new post will be back on association141 soon - see you then!

Membership Renewal Should be More Than a Business Transaction

2012-01-24T16:45:00.000-08:00

I recently received my first renewal invoice for my ASAEdues and (warning: ruining the ending of the story) – I renewed. The network and community I am a part of, thevolunteer opportunities and ways to give back to the association world I havediscovered – all of it makes my continued relationship with ASAE as a member ano-brainer. I am looking forward to receivingwhat I think is one of the best examples of a membership card in theassociation world – my foldout from ASAE with a trophy on front with my yearsof affiliation, personalized to my membership.

So, now that you know the ending, I have to say that therenewal process I experienced as a member was….well, not cutting edge. Perhaps it is unrealistic expectations, orthat since my track is membership I look with an ultra-critical eye, but Ithink there are a number of basic lessons we can tease out of the first phaseof the ASAE renewal cycle. (I renewedafter the first phase – I know further down the line that if you do not renewyou received additional asks and person phone call follow ups. If the full ASAE renewal cycle plan isavailable for member review on Collaborate, it would be much appreciated ifsomeone can post the link in the comments below)

1. 1. Invoice first? – Ok, call me crazy, but I justdon’t keep stamps in the house. With theway that postage continues to escalate I know I should buy some of those ‘forever’stamps that will hold the price steady – but I just don’t have anything tomail. My bills are online, I usuallysend e-cards, and when ordering items, Amazon is my buddy. Though I know there are people who stillprefer to renew from a paper form, mailing or faxing it in, I can not believethat this is the majority of the association population. I really believe that in today’s membershipworld, the first formal renewal ‘ask’ should be electronic. I rather click through, pay through the site,and be done in under three minutes. Thebenefits to this are a win-win all around – saves the member time andpostage/finding a fax machine, online renewal should be tied to the AMS so thatupon payment renewal is immediately acknowledged, and best of all – not printingan invoice and mailing it saves costs. Yes, if I do not renew after the first email/e-outreach then send theinvoice – but give me the chance to do it online first!

2. 2. Online Renewal Path Identification (ORPI) – Ok,so I wanted to come up with a new association acronym – but in all seriousness,it is an important one. On the renewalinvoice I received there was information for sending it back in, and faxing itin. There was the general associationwebsite, but no direct url/link was given for renewal. If I wanted to renew online, I was on my ownto find the path. Granted, there is alink from the homepage, but if the invoice is going to be sent it should becomprehensive in providing the different renewal options.

3. 3. Missing the Warm Fuzzies – While for an associationmembership renewal is a transaction that is counted and depended upon for thebudget, this is not a member-centric perspective. Ideally, a member has a relationship withtheir professional community thanks to the association, and the discussion ofvalue attributed with that relationship is ongoing throughout the year. When the time comes for membership renewal,the ‘ask’ can start from a place of conversation and appreciation. Thanking the member for their ongoingparticipation, recognizing that their affiliation with the association has madeit a more rich and vibrant community. With the help of members, some highlights of what has been accomplished,and what the association is looking forward to in the year ahead. Then the opportunity to remain part of theconversation and important endeavors the association and its members is set totackle in the year ahead – and the member can renew to remain a vital part ofthat effort. I think the direct oppositeof this approach is to simply send an invoice with what is owed, demographicsto fill out and some general website information. It is a missed opportunity to remind membersof why they want to be members in the first place.

4. 4. Online Renewal should have Glitter – For mostAMS it is difficult for the system to recognize the difference betweenmembership renewal and buying a book when it comes to processing thetransaction. I understand that is wherewe are technology wise, and am ok with that for now. With that said, the screens leading up to thedecision to renew, and the automated response that is sent after should standapart. A purchase of a product is asingular transaction – a renewal payment is a commitment to an ongoing relationshipwith the potential for MANY purchases, volunteer involvement, etc – do wereally want to treat them the same? Ifwe can get the emotion into the logistics of renewing membership, and make amember feel good immediately upon deciding to remain part of the associationthen that is a huge stake in the ground when the next organization opportunitypresents itself. (Note: I did receive anemail letter to this end 8 days after I renewed)

I want to say that I think ASAE rocks – the community I havefound and the professional I am becoming because of the association is simplyinvaluable. I am guessing that the nextsteps in the renewal cycle are more engaging, and perhaps speak to some of whatI addressed above. I guess it is justthe association professional in me that had hoped that experiencing my ownmembership renewal with my professional association would be a lesson in whatto do rather than what not to do.

Don't Ask the Members, Talk to Them

2012-01-12T19:56:00.000-08:00

In her latest blog post on Thanks for Playing, Elizabeth Engel asks how we have more interaction with our members - the best solution to the quandry of finding out how to better serve them.

First, let me be clear what I do NOT think the answer is - more surveys. In an age when we can survey for free with a few clicks on the keyboard, we are asking for feedback way too often (you can see my previous post on that rant). Surveys may give us a snapshot of a member opinions for that moment in time, but they become outdated the moment we receive the results. What is worse is that we can not hear the tone, background, new ideas or suggestions that the member may use while taking the survey (as alluring as the 'anything else to add' box is). Surveys serve their purpose - benchmarking and evaluating - but they are not what is going to let us know on an ongoing basis how to better serve our members.

Now that I got that off my chest - here is what I think we should be doing, and each of these suggestions fall under the same goal. We have to stop asking our members what they want or need, and instead talk to them about it. Through conversation and interaction, members will not only know that we are listening to them, but we will be able to build upon their ideas and even have them share with one another. Here are three 'hows':

1. Use social media the way it was intended - to connect and not advertise. Want to kill a LinkedIn discussion? Post a marketing campaign to get people to register for your next conference. Want people to stop following your association's twitter account? Use it to promote educational products. Seriously people, the point of social media is NOT marketing, and though that may be a happy by-product, we need to do a better job at respecting the medium where we are trying to connect with our professionals.

What if months before our next conference, we crowd sourced sessions? What if we did not stop at crowdsourcing for ranking, but let the session topics each be presented and discussed for their merits and pitfalls. Before even putting their presentation together a speaker would have better feedback on what attendees are looking for, what they need to learn, and why they find the topic interesting. Incorporate that into your next conference, and watch as each person who participated in one of the discussions feels part of the conference community months before showing up.

What if we showed some praise and virtual love to association volunteers - from board members to badge stuffers - giving them a social media shout out. How much would we reenforce their commitment to the association? How many new volunteers could we find through the discussions that would ensue about how awesome the member is and why?

Private social networks, twitter, facebook, etc - they are all meant for back and forth between people. Not between members and an association - but between people. Are we engaging with our members as a person, and not as a faceless organization? Is it an acronym who is posting a query, or a real person who cares about the answer and will continue talking? If we are going to be there for our members, then we have to be there.

2. Phone calls are in, email is out - How many emails do we get a day? 100? 300? More? Let's be clear - cutting through the email clutter that is our inbox becomes more and more difficult. Taking the time to craft a thoughtful answer is often a luxury many professionals no longer feel that they have - after all, while they work 20 minutes on one email another 100 emails poured into their box.

But if we can talk to them on the phone, it is a wholly different story. A conversation on the phone at this point is unique - a chance to be heard with emotion and not an emoticon. Even if it is after a member has decided to leave our association, a conversation about their experience is much more valuable than any exit survey, and between the two it is the former that will increase the likelihood that they will return someday.

While we may not have the full staff time we need to make all these calls, there are companies out there that have this expertise in the association community. It is worth the money. You want dollars and cents? How many renewed memberships, conference registrations, or certification courses would it take to cover $40/hour? You want real value? How many stories of a member expressing that they felt the association truly cared about them because they got a personal phone call welcoming them back and asking if they need anything would be too many? And for those of us on staff, the next time we can call a member with a question instead of shooting off an email - we should really try to do so.

3. Go to them, instead of expecting them to come to us - I know this is going to be the least popular suggestion of all, but we need MUCH bigger travel budgets, and staff need to go to where the members are. That means more visits to chapter events. That means being in person for council strategy meetings. That means going to join members for tours or social events. It means face-to-face, honest conversation. It means listening. It means showing up.

Yes, we have a unique opportunity at our conferences to interact with members in this way - an opportunity that we should try to take advantage of, but in reality often due not since we are working from 5am-11pm every conference day. Going to where our members are show they we care enough to make the time to be there for them. It shows we are willing to make the investment in their profession, in their career, in them.

And best of all, these conversations will give us better knowledge of what our professionals do, how they use the knowledge we try to provide for them, and what their own measures of success are better than any survey monkey poll.

None of these answers are revolutionary, and all take effort, Yet, if we are going to be good at answering the question of how we can better serve our members, it should take effort. We should need to be out there, listening, reacting and working with and not just for our members.

Seriously, the time to start the conversation is now.

Challenge Accepted: Make the World a Better Place

2012-01-09T18:45:00.000-08:00

Though I have been playing blog catch-up lately, when I came across Maddie Grant's great post/challenge on what steps each of us plan to take in 2012 to make the world a better place I could not resist responding.

1. For the association world: Collaborate. No, I am not talking about the ASAE social network platform (though it is a great place to connect with colleagues and get involved). I am talking about associations working together to work together. There are so many of us out there, and each association has the things it is REALLY good at, and those areas where we are constantly struggling (and pouring resources) to just tread water. In 2012 I am going to identify those models I have that are the top 10% of what I see out there, and find corresponding associations that excel in other areas for the potential of collaboration. If my association can help them with our model of success, and they can help us with theirs perhaps neither would waste so much time or resources in reinventing the wheel.

2. For the world world: Be polite. It may sound very kindergarten, but I really believe that the power of 'please' and 'thank you' can win against a rude imperative any day. It may not always be easy to accomplish this one in a frustrating situation, but if it was easy I guess it would not be something that takes an extra effort to do. We want the world to be a more peaceful place? The answer starts with the words I choose to use.

3. For me: Pick Up Trash. Ok, so the back story to this one is that I grew up in NJ near Six Flags Great Adventure. I worked there for a summer or two (take it from me - you never want to run the Guess Your Age/Weight Booth) and Six Flags would give the staff 'bugs bucks' to spend on food/merchandise if they saw you setting an example. One of the primary ways to earn bugs bucks - pick up trash instead of walking by it. It has stuck to this day, and if I am about to walk over a piece of trash an internal pull tries to get me to pick it up and throw it away. I guess I am going to start carrying hand sanitizer wherever I go, because in 2012 I am going to do my part. The Earth doesn't need to wait for someone else to pick up the litter I walk over - I will make this world better by making it cleaner.

Not sure if these are really the deep, insightful ways that others have pledged to help the world in 2012 - but I think they at least have the right intention.

Happy New Year to all!

To Find the Right Answer, We Have to Ask the Right Question

2012-01-08T06:47:00.000-08:00

At this point, most associations have accepted the reality that membership, as traditionally structured, is changing. The question that comes up again and again is - do we have a truly worthwhile value proposition? Or perhaps the statement - if we only had the right value proposition then more members would renew and a greater number of our customers would become members. Here is my problem with this approach - have you ever heard a member use the words 'value proposition'?

Even though the term may connote the same meaning as what we are trying to achieve, if we are truly trying to be more member-centric, we should build the value of membership on what is at the heart of the association premise as a whole - because of a professional's membership in their association, they will know more, progress further faster, earn more money over their lifetime, and have a stronger network of colleagues and contacts.

In short - if someone is a member of their association, they will be a better professional and have a better life.

As we shift from a long list of benefits to focus on the impact-value of truly useful offerings and opportunities, we also need to transform the theme of the narrative we are telling.

- Is a central member benefit a private social network? We need to share stories of those who were able to solve problems and find opportunities using that network.

- Do members get exclusive job offerings? If so, we should share the testimonials of those that have found their next step because of that opportunity.

- Can young professional members participate in a mentoring program with Fellows/experienced mentors? We should turn this benefit into an invitation.

- Are there volunteer positions that are exclusively for members? Let's tell the 'so what' - have those who have held the position talk about what skills they learned or contacts they made by serving that they then used to advance at work.

If we create benefit opportunities that customers can easily weave into their own story of success, then the value of membership is both personal and obvious. The impact of the association transcends the benefits it offers and becomes a platform for ongoing professional growth and success.

Smarter, better, happier professionals - the formula for that result should be our value proposition.

Job Transition: A Bittersweet Symphony

2011-12-28T07:15:00.000-08:00

Every end may be a beginning, but when you are in the end part it still feels odd.

Today is my last day of work at my current association. I am lucky enough to have found a new opportunity for professional growth at another association, and have worked over the past three weeks to tie up loose ends, and set things in place where hopefully everything will be smooth in the transition to finding a new Director. I leave behind colleagues that have become friends, a solid plan for the year to come, and hopefully new avenues for growth that did not exist before I was here. I could not picture a more positive departure....

...but it still feels weird.

There is something that gnaws at you that you have laid out great plans and potential, but will not be present to execute and evaluate. As much as you can try to transition all responsibilities, leaving behind a strong team is still a feeling of loss. You become an outsider to the insiders.

Of course, there will be a new team and new projects. From what you leave behind, someone will step in and take up the mantle of continued growth and improvement. In between those two moments - of leaving and starting - there is this moment of bittersweet finality. Reflecting on what you were able to do, what obstacles you could not overcome and the legacy you leave behind.

I know many blog posts ask provocative questions, give a top # list of things to implement or consider, or describe upcoming trends. Though this post does none of those, I wanted to capture this feeling of in-between since, in truth, how many of these days do we have in our life?

Tomorrow will bring a new start - new mentors and partners, new strategy and possibility, new community and commitment.

For today, I will simply be open to feeling the loss of my team and the end of my efforts here. I will take my name plate down, turn off the light in my office, and, as I leave, look back one more time at what was another great stage in my professional life.

Here's to a wonderful new year and new beginnings, and to the endings that have brought us here today.

2012 Resolutions

2011-12-20T09:42:00.000-08:00

One of my favorite posts this week is from Shelly Alcorn on Association Subculture - Five Terms for 2012. We each make New Year's resolutions, and joke before the clock strikes midnight about just how long they will last. I love the idea of focusing on five terms, hanging them above your workspace, and allowing them to serve as guideposts for your efforts. Following Shelly's lead, here are my 5 for 2012:

1. Give Half the Fridge to Failure - From finger painting masterpieces to report cards, the fridge always served as the wall of fame in our house growing up. It was a place to show off a job well done - a reminder of success. In 2012 I want half of what I (symbolically) hang to be reminders of where things did not turn out as planned. I believe that, while not ideal, failure in itself is not bad - failing to learn from failure is the downfall. Failure is often swept under the rug - and in the coming year, if I am going to learn more from the times I do not succeed, then I need those times to remain fresh in my memory.

2. Better Technology, NOT More - I am a sucker for new gizmos and gadgets. I love to window shop at Best Buy (without the windows) and it is not unusual for me to have multiple tabs open at once with item upgrades and devices that are awesome, but I do not need. For 2012 I am going to concentrate my dollars and cents on purchasing those items that I will really use and that will (hopefully) truly improve my quality of life, and not just be a shiny toy.

3. LISTEN to answers of "How are you" - Asking how someone is has become an unconscious part of just about every conversation I have, yet too often I find that the answer sails right by as I move on to the real reason that I am talking to the person. I want to hit myself upside the head at this one - this is a rude, thoughtless and stupid thing to do. If we really listen to how someone is, not only will we have greater insight into the experience they are bringing in that moment to the conversation, but we make tighter relationship bonds that go beyond the interaction. In 2012, 'How are you' is going to become a point of personal investment, and not rote repetition.

4. Smile when Crafting - Emails, chats, blog posts, phone conversation - words can make an intellectual memory, but your tone can make an emotional one. Whether I want it to or not, I know when I am smiling that my attitude takes a swing towards the positive. Therefore, if I smile more when communicating I think I will be able to imbue those words with a greater happiness. Maybe I will just look like silly with a grin on my face (note: get webcam to see if I stick to this one), but if I can get you to have one on yours too, mission accomplished.

5. Celebrate - Everything - There are so many things that beat us up and tear us down - we need to celebrate more. Not just birthdays, holidays or the big accomplishments - those are the easy ones. In 2012, I am going to acknowledge, be thankful for, and celebrate the smaller positives as well. Lunch with a friend I haven't seen in a long time, safe travels, looking at my phone contact list and realizing that I have a whole bunch of people in my life who make me a better me - they may not come with all the bells and whistles, but without any of them my life was be radically different. Times of sorry and pain can't be avoided - let's celebrate life and all the joy in it all we can in 2012.

What's your five?

Working in the Association World - Love It.

2011-12-08T12:24:00.001-08:00

High unemployment rates, graduating from school with way too much debt - it is not easy to enter the workforce right now, that's for sure. Most graduates want more than a paycheck - they are looking for a job that is fulfilling, and serves a higher purpose (in truth, aren't we all??). My answer? Check out the Association World!

Anyone who is working for an association is contributing to making the world a better place by making professionals better in their profession. Providing opportunities for engineers to meet to work on new green initiatives, continuing education so that regulators produce safer pharmaceuticals, certification so that companies know their new employees have the knowledge to do their job safely and well - association help with all of this and more.

These is just one of the reasons why I think working for an association is a great professional decision - for more thought check out my guest post on the millenial chat blog!

Want to find out more for yourself? ASAE is running a free Introduction to Association Careers Day in Washington, DC on December 14, 2011 if you are in town - check it out! You may just find that you love the association world too!

Member Orientation: A Personal Connection

2011-11-30T06:01:00.001-08:00

If we are going to welcome our members, whether new or returning, that welcome has to be....well, welcoming. This means that a form letter of greeting simply formatted with their name on top does not cut it. Deirdre Reid posts on this (both part 1 and part 2 ) are right on target with how we should be approaching this important opportunity.

One of the main projects that I have on tap for 2012 is to start a monthly orientation webinar (one of the new approaches that Deirdre mentions). After some dialogue on the topic on the ASAE Membership Listserve, I am sharing my outline below for what will be included, and hope that you will comment on what I am missing, anything that seems superfluous or boring, and if you are running one - what you have seen work.

Basic Premise: Members who are new to an association often are only aware of their subjective point of entry. If they joined through certification, they may not be aware of conference opportunities. If they joined through a chapter/component they may not be aware of virtual education opportunities. If members are going to maximize the value inherent to their membership they do not need a listing of benefits as much as an orientation and welcome to all the aspects of the organization/community to which they now belong.

Once a month we are going to run a live webinar to give a tour of the landscape and opportunities that members have at any time. While every new member will be directly invited to attend one of these webinars, it will also be offered to current members. The broad appeal of this approach became apparent at the last annual conference when, upon hearing the premise of the webinars, a number of board members asked if they would be allowed to attend to refresh their knowledge on all the association has to offer.

General Welcome: Ideally, this would be an opportunity for interactive introductions. While in a later phase 2 rollout I would love to integrate an optional video conferencing component to the webinar (think skype/google+ hangout), to start with there will be at least the following components:

        1. All attendees will be encouraged to arrive a few minutes early for introductions. While I am a strong believer that we need to deliver on the timing we promise and not run late, I have also found that many people are willing to come a little early with little negative impact.

        2. Anyone who will be presenting during the webinar will have their picture, name, title, contact info displayed on a rotating slide show before the webinar starts. Being able to put a face with a name and more so a voice will hopefully encourage a personal connection between staff/board members and attendees

        3. Before they start each session of their great virtual learning sessions, attendees at the Higher Logic Learning Series use the open chat box to introduce themselves, adding a feeling of community between attendees rather than participating in isolation. These introductions can encourage attendees to voice their questions along the way since they have already broken the silence barrier

Content Outline: Each department within the association (conferences, certification, education, publications, etc.) has been asked to construct a 3-5 minute orientation and tour of their subject area highlighting the value members can gain through greater interaction, portals for involvement, and simply how to navigate the website and private social media platform for maximum output. These presentations are specifically NOT supposed to be sales pitches, or lists of discounts. If at all possible departments have been asked to approach this project with a narrative framing - how can they tell the story of the vital nature of their work to the professional.

In addition, every month each department will have the option of having one of their team members lead their part of the tour. Rotating around who is orienting members both ensures that all staff have the chance to share with members while allowing members to meet staff they may otherwise only see in a signature line.

Finally, this will be an opportunity for departments to also use lightening polls in a live context. With a maximum of 2 or 3 integrated polls each month, during the webinar a department can ask a top question on their mind - What is the next webcast topic members would like to see? What session should be at conference that would make it impossible to not attend?

Testimonials: Each month a different board member will be invited to attend the webinar and share, in brief, their own story of involvement and the value they have realized in their ongoing relationship with the association. Q&A directly with a board member will also hopefully break down some of the hierarchy barriers between new members and established leaders. This is also a great chance for board members to be directly involved in a way that does not require a committee or budgetary decisions.

Community: Members may have joined, but if they do not feel like they belong they will never become part of the community. A chunk of orientation will concentrate on how to join the conversation and meet colleagues through the micro-communities that make up the association family. This includes how to navigate the private social media platform, where the association can be found on public social media platforms (LinkedIn, Twitter, etc), and an introduction and invitation to participate in any local chapter activities that may take place near the new member. This is the perfect opportunity to encourage two immediate actions:

            1. If they see a local event that looks interesting, encourage the member to sign up right then and there. After the webinar, check to see who signed up for the events and pass the information to the local chapter leader to make sure they personally greet them and help them feel welcome.

            2. When reviewing the private social network platform take a minute break and encourage everyone to friend/connect someone else that is on the webinar. They will make a new connection, have a chance to use the software and have a new colleague with whom they continue the conversation after the webinar.

Involvement: Perhaps the most important part - the call to action. If the above sections are successful in sharing the value of membership, paths of activity and a welcoming community many participants will hopefully want to know how to get involved. Minimally, this is where the association can share a top 5 next steps - free downloads of content, conversations to join, magazine articles to explore, etc. Giving no-cost ways for members to immediately interact with the association will make it that much more likely that they will continue interacting going forward with both products and personal involvement. Maximally, this is also where volunteer opportunities and sign-ups can be shared. For this to ideally work there should be a range of possibilities, from content contribution to micro-volunteering options.

Q&A: What else do they want to know? What questions did we answer that led to more questions?

Thank you and invitation to continue the conversation: At the conclusion it is important to acknowledge how vital their involvement is not only to the association but also to the profession. For the main staff contacts, their pictures and information will be displayed once again with an invitation to connect with them immediately on social media, and at any time in the future.

And that's it for now - What is missing? What else do you do? Please comment below with feedback!

Associations Should Start Making Music Videos

2011-11-21T10:04:00.001-08:00

(Disclaimer: Gloomy, rainy Mondays cause me to play spotify in the office all day. This is post is a little tongue in cheek and serves as a chance to play some music that I like - most of the links are to songs. So, if clicking, adjust volume as appropriate and enjoy the show)

Last week I was reading a great post by Jay Daughtry about what the association world can learn from Regis Philbin as he retired from television. Jay's insights stuck in my mind throughout the weekend, along with Regis' voice. I commented to Jay that one of the lessons we could learn from Regis was the power of voice recognition amongst our members - and as I continued to sound it out, I realize that is only the first of a number of goals associations could have for making an impression on their constituents...

1. The Voice - When associations talk about their members recognizing them, it is often a matter of having a unique and clear voice. For Regis, it only takes hearing his distinctive voice to know who is behind whatever message is being expressed. Regis is often impersonated because of this recognition - a recognition not tied to a brand or a product, but to the speaker. Ultimately, this inherent connection is what associations are looking for when they talk about branding or becoming part of their members' vocabulary. If upon reading a professional article or news item, attending a meeting or learning in a continuing education setting a professional automatically thinks in terms of their association, then innate branding, or 'the voice' has been established.

2. The Song - Of course, words and voice are just the beginning - they can lose meaning without context or a point of connection for a listener. In our running metaphor, this would be taking the voice that is recognized, and letting it tell a story or sing a song to connect to listeners, who then become fans. We all have songs that evoke memories and emotions. From a good Monday morning wake up song (which for me lately has either been Foo Fighters or LMFAO ) to that song that tells a story that you want to know what happens (Tim McGraw excels at this) or a singer who can take another artist's song and give it a very different feeling (late great Johnny Cash stands out to me), each tune works because it elicits an emotional reaction. If associations can not only be recognized for their voice, but with that voice produce a feeling of confidence and community in its members, that is an even greater success. Perhaps this is done by focusing an association's messaging away from product sales and instead creating a narrative of the life of a professional. Each member is a character in that story, intertwined with the offering/products/services/community that are discovered along the way. What is more emotionally compelling than our own story?

3. The Video - And finally, what if we can provide a multi-sensory experience? In a world of facebook, twitter, private social networks, google+ hangouts, skype and more - are we really still limiting our interactions to blast, one-way messaging? What if we can tie the story we are telling to a member by including them as an active, and not passive character - essentially making them the author. Engage in conversation with what they need, and what they would like to see. Transform customer service from a general 1-800 number to a specific person assigned to each member, with a picture next to their contact information. Change the narrative the association is singing into a music video - invoking sound, sight and thought can make a much deeper impression. Some may do this for novelty, just to grab attention (OK GO is #1 at this whether on treadmills or being painted) while others use it to better engage you in their story (Lady Antebellum with a happy ending, Foo Fighters with a different one). And then there are those that take on a life unto themselves and change paradigms (MJ - Thriller). Whether trying to grab attention, create a compelling narrative or shift expectations, combining sight, sound and narrative is a recipe for maximizing communication involvement.

So should associations put marketing funds into a music video? Probably not. Should we start to shape our message to be memorable, personal and interactive? Yes. It's time to start being a little more fun. It's time to be interesting. It's time that associations start to rock out. Maybe they won't win an astronaut trophy, but they can win over the commitment, enthusiasm and loyalty of their professionals.

Mission: Volunteer Leader Training Part 2: Growing the Leader

2011-11-15T05:39:00.001-08:00

It is time we shift our focus from the position a volunteer is fulfilling to the person who is actually volunteering.

Often, our M.O. is to welcome a new volunteer by explaining the responsibilities of the position they have agreed to fulfill. Time permitting, we will share some historical background of what the previous volunteers have accomplished in the role, and what roadblocks they encountered. As the volunteer starts to explore their job staff may also answer any requests for tools or resources needed to succeed in their efforts. In short, staff efforts are focused on the transition of the position from one volunteer to the next.

But what if we took a different approach. When a new volunteer is selected, what if we took the time to explore more about the new person raising their hand instead of jumping into what they will be doing. In short, what if we invested in the volunteer?

While leadership training programs and educational opportunities for volunteers remain outside of budgetary scope for many associations, there are a number of steps we could take that only require our own time, commitment, and caring.

When someone volunteers, we can take the time to elicit personal insights. Why were the interested? What do they hope to get out of the position? What new skills would they like to learn or get that will help them in their career or future volunteer positions? These questions should be less of an interview and more of a conversation.

Rarely are we asked, by someone who truly is listening, what we want and how we would like to see ourselves grow. Answering these questions may be initially a little stop and go, but can become a smooth conversation as the volunteer realizes there is someone on the other side who not only wants to hear the answers, but wants to help them get there. If they are not sure of what they want, staff can describe general attribute growth opportunities that arise from volunteering, as well as how the volunteer work that someone does almost always gives transferable skills to their professional life.

As they feel that the association is investing in them, this volunteer will become not just committed to their current position, but likely to have continued leadership involvement. Key to this is for the volunteer to hear reflections from and milestones of their achievements. This could be regular check ins with staff or even when there is an opportunity for an in person cup of coffee at a meeting. Heck, use an online goal tracking system if you like (check this out for one) - but help reflect back to them in the ongoing months how they are indeed building the skills they intended.

This process of volunteer investment and development, though perhaps potentially low cost in dollars and cents, is one that is a heavy commitment for staff to make - it is not something that can be checked off the list, but an action that is ongoing as the volunteer continues to serve. Yet, done properly it can build a ever growing group of committed volunteers that in themselves could strengthen the foundation of the association. A number of them may even be willing to take on the responsibility of investing in fellow volunteers in the same manner.

Can we learn that when it comes to volunteers we have to both plan with our logic AND listen with our heart? I think we can.

(I know, this is Listen to Your Heart, not Listen WITH your heart - but was too close to pass up)

Stop with the Surveys...No Really...Stop

2011-11-11T07:45:00.001-08:00

This post comes in the middle of my series on volunteer leadership development - Part 2 is coming shortly but until then....

Working as a Director of Membership, I understand the benefit of receiving feedback from your customers (or members). Are we serving you well? What else do you need? What path should we take in the future? There are times that surveys are relevant and helpful to get that information - but in the efforts to know how they are doing, I have reached a tipping point.

The surveys on everything have to stop.

Some surveys I have been asked to take over the past month:

1. How was my flight (yes each leg)?
2. How was the boarding process for my flight?
3. How was the service and food at the restaurant I ate at?
4. How was my shopping experience?
5. How satisfied am I with my online purchase?
6. How was my customer service experience with my cable provider (this one deserves a post unto itself)?
7. How was my recent stay at a hotel?
8. What are my feeling on the service I received at my last oil change?
9. Is the toilet paper we use soft enough?

Ok, maybe not that last one - but you get the point.

This is not an all or nothing premise. There are certainly asks that I have received where I have enjoyed giving feedback.

- Yesterday I attended the ProgressU Bloggers Summit - it was a great day, and a way to recharge the 'professional development' batteries. I was happy to fill out a review.
- I actually have to recognize ASAE twice in this list

I recently responded to Peter O'Neil's open call to ASAE members to contribute their thoughts on the direction ASAE should take with the upcoming Volunteer Leadership Retreat. I appreciate being given the opportunity to share my thoughts on a community I belong to and am invested in, and encourage others to do the same
Earlier this year ASAE used crowd sourcing to help determine a number of session selections for the 2012 Marketing, Membership & Communication Conference. Again, having a voice in what material is presented not only gives me greater incentive to attend, but is also appreciated as I can hear from a broader association voice on their thoughts as well.

Of course, some of this would be a mute point if I saw any change, or received what was done with my feedback (particularly with the cable experience....1.5 hours of my life I can never get back). Taking the time to fill out a survey, to have it disappear into the black hole of no response makes any feedback you gave seem meaningless. The surveys that I do fill out at this point are largely for places where I have personal buy-in, or at least see the results of my input. In particular, I look forward to hearing how the input we have given ASAE for the Retreat shapes the action and projects for the year to come.

As for the rest of these surveys, I will just continue to ignore or delete them since I plan on still traveling, eating, watching TV, shopping and just living my life - and I know they will still be sent to me.

Or maybe I will just send each company back a survey asking how satisfied they are with the survey results they are getting.

Mission: Volunteer Leader Training Part 1

2011-11-01T05:52:00.000-07:00

Where would associations be without volunteer leaders? I have yet to find an association that is so well staffed that volunteers are not needed, and even if this association exists I would still question eliminating these positions as they help foster engagement, community and general leadership skills useful to a volunteer in all aspects of their professional life. Volunteers are essential to a successful association.

In a post on the Affiniscape blog, Leslie White says: "Everybody says volunteers are important so isn’t it time for associations to commit more resources to managing this precious asset?"

Leslie is 100% right - if volunteers are so important, we need to do more to help them succeed. While it would be ideal if this could translate into whole budget lines for volunteer development, I know this is not possible for most associations. Therefore, in the coming weeks I am going to write a series of 5 posts on some basic volunteer leader development skills and sessions that any association can plan and run without having to spend big bucks. I am going to explore:

1. Basic Social Media Training
2. Plotting out Personal Leadership Skills
3. Developing Community through Communication
4. Creating Pathways to Leadership: Micro-volunteering and Other Concepts
5. Thinking Ahead: Helping Leaders Look Past Their Term

My first post on Basic Social Media Training can be found on the AssociationTech blog and is called Social Media and the Chapter Leader.

While my work is largely with volunteer leaders of chapters, affiliates and committees, I believe the basic concepts I will cover can be applied to any leadership role.

Our volunteers may be new to their profession, or senior leaders in their company - but all could benefit by learning skills tailored to leading in an association. Let's get to it with some Social Media Basics today!

Next up: Plotting out Personal Leadership Skills