#Association Trends, Improvements & Concerns

This article was originally featured in the CSAE Trillium Chapter newsletter.

In July 2014, Greenfield Services released its most recent instalment of the Pulse Report, a research report dedicated to identifying trends in membership marketing & engagement practices in Canada.

This year, 178 association managers, leaders and executives across the country participated in our third annual review of Canada’s association sector.

The report produced several results, of which the following is a quick snapshot of what Canadian associations identified as trends, improvements and concerns:

Trends:

• Membership growth, higher visibility in the association’s industry or field, and increased member participation remained consistent as top three priorities in 2013 & 2014.
  
  Membership growth has consistently remained over 60% when asking for the top three priorities (62.4% in 2013; 61.2% in 2014); while higher visibility in industry or field pushed over 50% in 2014; and increased member participation remained relatively consistent (48.6% in 2013; 47.8% in 2014).
  
• For the third consecutive year, Pulse Report participants identified traditional, outbound functions like public awareness, event promotion to members, and member news dissemination as their organizations’ top uses of social media.  Their survey responses suggested their organizations are still making only limited use of social media tools that could help them transform their programs and deepen their member relationships.
  
  The proportion of survey respondents with active social media programs actually declined between 2013 and 2014, from 88% to 82.8%.  There was a corresponding increase in organizations that expected to delay the introduction of social media programs, from 4.8% to 10.5%.  The results also show that Facebook and Twitter are the most commonly-used social media platforms, followed at some distance by LinkedIn groups.

Improvements:

• Event attendance has grown steadily as an association priority over the three years of Pulse Report research.  This statistic has risen from 36.7% in 2012, to 39.9% in 2013, to 43.8% in 2014.  
• Associations are consistently devoting more attention to renewing members they’ve already identified and acquired.
  
  That level of attention may be paying off.  Associations’ retention rates among first-time members showed steady improvement between 2013 and 2014, with small increases of participants who reported rates above 70%.  The results for lifetime retention rates showed a significant jump as well.

Concerns:

• No more than 56% of associations have marketing plans in place to reach potential new members and offset the impending surge of lapsed members, as the workforce retires.
  
  This stat shows that we are OK with working on keeping who we have, but are not focusing on gaining new members.  Among those who had something to say about new member recruitment, more than three-quarters (76.8%) said that new members were likely to hear about their organizations through word of mouth.  This is good – but not good enough to keep your association viable.
  
• Associations are scrambling to recruit and serve new generations of members, and to find the areas of interest where they can engage more effectively.

The data indicates that organizations were considerably less likely in 2014 than they were in 2013 to consider new membership models, and are still looking to find the right mix of programs and services to satisfy existing and future members.

What has changed in 2015?  Are you implementing a new strategic plan, or about to launch a new initiative to satisfy members?  Will you look at your recruitment & retention plans to determine if there are any gaps, and if there are, what will you fill them with?

To download the Pulse Report, please click here.

AFP Ottawa (@AFPottawa) Supports #Engageassn

We are thrilled to announce that the Association of Fundraising Professionals - Ottawa Chapter (AFP Ottawa) has joined forces with Greenfield Services as an industry supporter of the the second annual Engaging Associations Forum, July 23 & 24, 2015 at the Ottawa Marriott.

The event, hosted by Greenfield Services Inc. is geared towards association executives who want to create change in the industry.  The event will provide the opportunity for a true exchange of ideas for a new generation of association to succeed, grow and prosper.

“AFP Ottawa has been at the forefront of fundraising education for the non-profit industry.  We are happy to join forces with them this year to bring another aspect of education to their members; focusing outside of the fundraising perspective that AFP Ottawa is famous for.  With this partnership, we aim to provide another angle of thought-leadership to their members.  With the Engaging Associations Forum, we will be discussing leadership, marketing & communications, meetings and events, technology and leadership.  We look forward to seeing how we can join forces to educate the industry.” says Meagan Rockett, Greenfield’s Director of Client Solutions.

For more information about the Engaging Associations Forum, please contact:

Meagan Rockett
Director, Client Solutions
Greenfield Services Inc.
613-288-4517
meagan@greenfield-services.ca

Heading to Canada Meet Week in Toronto? Visit us at the Ignite Business Event Expo!

Heading to Toronto next week for Canada Meet Week?  Have you registered to attend the Ignite Business Event Expo?  Plan on stopping by booth 206 to say "Hello" - we will be there!

Now at the Metro Toronto Convention Centre; the Ignite Business Event Expo is committed to ensure that attendees have a unique experience by providing the following:

Experiential

At iBE Expo 2015 they have done away with the bowling aisle format and instead create an upscale boutique environment where you will feel inspired!

Interactive

iBE Expo is designed to encourage meaningful business conversations in an intimate environment where you don’t feel rushed to get to your next appointment!

Informative

Their pop-in Good to Know Theatre features complimentary 30-minute sessions on a wide variety of topics you can apply to your job the minute you leave the show. It’s simple, all you have to do is show up. All sessions are applicable for CMP credit.

We hope to see you there!

Top 10 Reasons to Attend the Engaging Associations Summit #engageassn

Thinking about joining us for the Engaging Associations Summit?  Here are the Top 10 reasons why you should participate:

1. Be a Part of Something NEW:  This is a new event, produced by Greenfield Services.  We did not create this on our own; focus groups were conducted, and we joined forces with Smarter Shift, sensov/, Lou Lou Lounge and AV-Canada to get it in production!  Our goal is to facilitate a change in the way associations operate.
2. Conversations:  While we have set sessions, our promise to you is that you will not sit in a meeting room all day listening to the speaker.  Participants will be asked to share, question, and challenge what is being said to ensure that all knowledge and experience is shared throughout the summit.
3. Less Time Away:  Taking place all day July 24th, and just over a half day on the 25th, we are creating an experience that ensures you are taking as little time away from the office as possible; AND that you can get away for a bit of a long weekend at the end!
4. Engagement:  There are always questions that don’t get asked; whether that is a lack of time, or a lack of comfort publically sharing.  That’s OK here – we have extended the breaks and meal times to ensure that you have the time to speak with the facilitators, our partners, and your peers.  As one focus group participant said, “Business is not conducted in the meeting room, it’s done in the hallway, and 15 minutes is simply not enough time”.
5. Location, Location, Location:  With the Summit taking place in Ottawa, ON; it is easy for association executives to get here, and it is central to many of the Canadian-based associations; which means lower costs for participating!
6. Change:  We all want to do things differently.  But how do we get started?  Learn from your peers, and industry experts, like Jeff Hurt, Jeff De Cagna, Meredith Low, and PCMA’s Chief Operating Officer, Sherrif Karamat.  They will all be there to ensure that their expertise is shared.
7. Unique Approach:  We are committed to presenting this in a way you have not experienced before.  We selected the Canadian Museum of Nature of host this event, as it is a creative and historic building.  It changes our expectations; and has allowed us to utilize the expertise of AV-Canada & Lou Lou Lounge to create an environment that is modern, fun, relaxing, and that fosters the conversations we need to have. 
8. Action:  With each session delivered, you will receive key takeaways from the facilitators, and we will be providing a forum to share your “A-ha!” moments; little snippets of information that you would like to use in your daily work life.  We will be reporting back to all participants with session summaries, case studies, etc.
9. Network with Partners who GET IT:  Those who have chosen to partner with us truly understand that change is required to ensure associations thrive in the future.  We will have a select group of partners joining us – our commitment is to present to you quality companies to have conversations with, and not overwhelm you with too many of them.  Businesses who have not officially partnered with us will not be in attendance.
10. Cost:  We have chosen to keep this Summit affordable for all – and at a rate of $329 plus tax, you cannot beat the education that you will receive!

Interested in attending?  Register today!

Engaging the Passive Learner

Why is engaging the passive learner important? Just as learning can be contagious, one passive learner can spread their apathetical outlook on to peers, colleagues, and friends. Your organization may have thousands of members, or maybe only a few hundred, regardless you cannot hunt down every single member that is not actively participating in your online education programs.

What you can do is create an engaging environment where members will want to return, time and time again, for continuing education and professional development.

Here are some ways to foster engagement in your online learning:

Create a learning community. As an association, you already know a thing or two about what it means to be a community.  Bring some of the elements that encourage networking in your association into your online education. Integrate discussion boards and social media into your learning management system (LMS) or course assignments to help create a social atmosphere, and a place where members want to visit and participate in the discussions.

Stand-up learners should standout. Be sure to recognize and reward those members that regularly participate in your learning community and demonstrate the types of behaviors you want others to mimic. One way to recognize top contributors is to create a weekly spotlight for the member that logged in the most or contributed valuable information. Recognition and rewards brings me to my next tip, competition.

Create friendly competition.  Personally, I strive on competition and rewards, and if there is a contest, I am usually the first in line. At the same time, I also catch myself slacking off or putting off an assignment from time to time. That’s right folks, the “competitive lazy member” does exist and there are probably several in your association.  Here is a tip for enticing those learners who may need an extra push – create a contest which rewards the member with the highest “pulse” score or the member who recruits the most friends to join the learning community. Gamification has been proven to increase engagement and loyalty for business and programs of all types, gamify your eLearning and watch as members compete to earn their place on your “Leaderboard.”

Be supportive and responsive.  Make a conscious effort to open yourself up for members to voice their  questions or concerns. I know what you are thinking, “I do not have the time to take that many phone calls.” Instead, utilize the messaging center in your LMS or association management system (AMS). Usually a short and sweet response will satisfy the member, and it demonstrates that your association cares about its members. Just be sure you are consistent and quick to respond. This will give learners the reassurance that they are not in it alone and create a deeper attachment with your association and its online learning programs.

Provide self-paced learning opportunities.  The most important thing you can do for a member is let them learn at their own pace. Everyone learns differently, and while this can be hard to manage, it can mean a world of difference for the success of your online learning program. Something as simple as turning a live webinar into a recorded webinar allows busy learners to pause and come back to the information as they wish. This can be especially important for the learners that need extra time to absorb dense content or who like reviewing materials at a later date.

For even more tips on how to increase awareness of your association’s education products, check out “Five Ways to Market Your eLearning on a Budget”,  just one of the many helpful posts in Digitec’s Association eLearning Blog.

This post was provided by Sarah Lugo, the Digital Marketing Coordinator for Digitec Interactive. She comes from the nonprofit sector and has worked in communications for several associations in the past. Sarah loves working with eLearning since it allows her to express her passion for technology and enjoys of learning.

Image provided by cuteimage / Freedigitalphotos.net

Travel Alberta shows Thought-Leadership with the Engaging #Association Summit

On July 24-25, 2014, Greenfield Services will have its first major event for association executives.  The Engaging Association Summit will take place at the Canadian Museum of Nature in Ottawa, ON, and will provide the opportunity for a true exchange of ideas for a new generation of association to succeed, grow and prosper.

Joining us as a founding sponsor and thought-leader is Travel Alberta, the province's tourism marketing organization, joined by some of its partners, Edmonton Tourism, Meetings and Conventions Calgary, and Hotels Red Deer.

As a thought-leader sponsor, Travel Alberta will be the leading partner for our Young Professionals Scholarship Program.  This program was designed with the emerging professional in mind, understanding their need and willingness to learn, but that their work schedule, and organizational budgets may not be able to accommodate every educational opportunity.

“Our goals to increase education, networking opportunities, and connecting the leaders of today with the leaders of tomorrow was the perfect fit with the Summit”, says Jennifer Holly, Travel Alberta’s Business Development Director for Canada. “The Engaging Association Summit is perfectly aligned with Travel Alberta's commitment to associations and their business event needs, and we are thrilled to provide young professionals with the opportunity to join us!”

“When we approached Jennifer with the idea of the Summit, we were delighted to hear her enthusiasm in our efforts to create change.  Travel Alberta’s Thought-Leader Sponsorship will allow five Young Professionals  the opportunity to further their knowledge and understanding of key areas driving associations today,” says Meagan Rockett, Greenfield’s Director of Client Solutions.

About The Young Professionals Scholarship Program:

If you are 30 or younger, and are currently working at an association, you can apply by submitting a short video (up to two minutes) telling us WHY you are in the non-profit/association sector, what makes you tick about the work you’re doing now or hope to do in the future, and what you are passionate about.  When submitting the video, please include your professional contact information in the body of the email message. Entries will be shared online through Greenfield Services, and the Scholarship Sponsor, Travel Alberta.

Once we close the call for entries, videos will be reviewed and five entries will be selected to attend.  You will receive a complimentary Engaging Association Summit registration as a guest of Travel Alberta.  Travel to and from the summit is at the discretion of the participant.

The deadline is May 30th for entry submissions – winners will be announced Friday, June 13th.  Don’t wait – Apply today!

For more information about the Scholarship Program, or the Summit, please contact:

Meagan Rockett
Director, Client Solutions
Greenfield Services Inc.
613-288-4517
meagan@greenfield-services.ca

The Engaging #Association Summit

FOR IMMEDIATE RELEASE

The Engaging Association Summit

Alexandria, ON, February 26, 2014 – On July 24-25, 2014 Greenfield Services will have its first major event for association executives.  The Engaging Association Summit will take place in Ottawa, ON, and will provide the opportunity for a true exchange of ideas for a new generation of association to succeed, grow and prosper.

Your Engaging Association Summit hosts;
Doreen Ashton Wagner & Meagan Rockett

“The team at Greenfield Services has attended several industry events since the company’s start in 1998.  In the last few years, we’ve noticed a disconnect between the learning opportunities available to association executives and what these executives are looking for in professional development”, says Doreen Ashton Wagner, Greenfield’s Chief Strategist.

“We want to move away from conferences attracting delegates with big-name speakers, session titles and standard networking opportunities.  The inspiration of the event came from wanting to provide a forum to exchange top-level ideas and practical advice; content that association professionals can take back to their organizations and put into action once the summit is over,” added Meagan Rockett; Director, Client Solutions.

The Engaging Association Summit is an event co-created with association executives, from senior levels to entry-level young professional.  So far we have heard that:

• The Summit should provide attendees with the opportunity to learn and share experiences beyond heard from consultants and suppliers.  Peer-driven content, with support from industry experts is expected.
• The Summit should be appropriate in length, should not take too much time away from the office.
• The Summit should allow for fresh, alternative formats that enhance the learning experience.
• Association Executives are the main drivers of this summit, and therefore, a limited number of salespeople or industry supplier will be admitted.

We are committed to providing the industry with just that, and look forward to being part of the change!

For more information please contact:
Meagan Rockett
Director, Client Solutions
Greenfield Services Inc.
613-288-4517
meagan@greenfield-services.ca 

Greenfield Services Inc. is a full service marketing firm dedicated to the needs of professional and trade associations.  We produce the Pulse Report, an annual contribution to research on Membership Marketing & Engagement practices in Canada.  Areas of expertise include Membership Marketing, Membership Engagement, Sponsorship & Exhibit Sales and Event Marketing.  To learn more about the summit, or to sign up for updates, please click here.

Content Marketing: Reader Beware

This is the first page of the article.
We have withheld the author and
the publication name, but you get
the picture!

I was in for a disappointment when I received the latest issue of an industry publication geared to Canadian association executives.

Typically, this magazine provides well-written articles by industry experts, a healthy mix of executives and suppliers telling their stories, reporting on their experience and sharing their opinions. But one article in this issue raised serious questions for me.

The five-page piece summarized research that was positioned as a "benchmarking study".  It was easy to read, broken out in relevant sections, providing readers with simple bullet points and solid advice.

Sound good?  Yep. Then what am I complaining about? Buried in the story was a brief statement that the research was based on eight respondents.  Yes, only eight associations participated in this study.

So when the article concludes that “half of participants stated that…”, they are saying that the answer is shared by just FOUR association respondents. So what?  Does this really constitute a "benchmarking study"?

One might have thought this would be prefaced by an acknowledgement that only a few people participated, and that the conclusions may not be applicable to the rest of the field. There was no such disclaimer and the article outlines advice that would lead the reader to believe this applies to a much larger population.  Whether the advice was sound or not is irrelevant.  My question is should an industry association publish this as if it is meaningful research, rather than a very small snapshot of a diverse field?

This is at a time when associations need to find and share research that has relevance -- both in the conclusions drawn,and in the number of participants on which those conclusions are based.

I don't fault the author or her company for getting this published.  It's exposure; good for them.  But it makes me question whether the publisher was just trying to fill space? With content marketing and the proliferation of "thought leadership" magazine articles, blogs and other online sources, I encourage all readers to take a step back and not take everything at face value. Question what you are reading (yes, including this blog and any other Greenfield publication).

If you don’t think what you’re reading is relevant, or you have concerns about the methodology, raise your hand and say something. Your organization depends on your critical analysis, and your opinion matters!

Do you have any thoughts on the research being published in our industry? Share them with your peers and colleagues by submitting your feedback below.