{"id":275,"date":"2012-08-25T09:33:48","date_gmt":"2012-08-25T09:33:48","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter31918_275\/"},"modified":"2018-05-22T18:32:11","modified_gmt":"2018-05-22T18:32:11","slug":"john-graham-2012","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/john-graham-2012\/","title":{"rendered":"John Graham, CAE, Then and Now"},"content":{"rendered":"<figure id=\"attachment_3133\" aria-describedby=\"caption-attachment-3133\" style=\"width: 150px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\"size-thumbnail wp-image-3133\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/08\/JGraham-Headshot-150x150.jpg\" alt=\"John Graham, ASAE\" width=\"150\" height=\"150\" \/><figcaption id=\"caption-attachment-3133\" class=\"wp-caption-text\"><em>John Graham, CAE, FASAE, American Society of Association Executives<\/em><\/figcaption><\/figure>\n<p>We caught up with ASAE President, John Graham, CAE, at last week\u2019s ASAE Annual Meeting &amp; Expo in Dallas to get his take on the game changers and drivers impacting the association world. We originally spoke to Mr. Graham in 2010, and thought it would be fun to see how things have changed over the last two years from his point of view:<\/p>\n<p><span style=\"font-weight: bold;\">Association Adviser: John, what are the biggest changes you\u2019re seeing since we last talked in Los Angeles in 2010? <\/span><\/p>\n<p><strong>John Graham (2012):<\/strong> Clearly the economy is improving, but we\u2019re not back to 2007-2008 and not likely to be there any time soon. Our show attendance is up again this year (seven percent with more than 5,400 attendees and 700 exhibit booths), but we\u2019re operating in a new normal era. Also, the advent of mobile is really impacting member behavior. With mobile, the user (i.e., your member) creates the experience; we as associations don\u2019t create it for you. For example, look how many people are using their tablets here as a core part of their show experience.<\/p>\n<p><span style=\"font-weight: bold;\">JG (2010): <\/span>The biggest game changer has been the advent of social media and mobile\u00a0technology. This will alter the association landscape in ways we haven&#8217;t\u00a0been thinking about yet. Also, we\u2019re still digging ourselves out of the worst economic downturn in a generation. Associations are generally\u00a0lagging indicators of the economy. We\u2019re not out of the woods yet.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-675\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2013\/01\/takeaways1.png\" alt=\"takeaways\" width=\"200\" height=\"47\" \/><span style=\"font-size: 10pt;\"><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" alt=\"\" \/><\/span><\/p>\n<table style=\"border-collapse: collapse; width: 100%; margin: 5px; border: 1px solid black; background-color: #dcdcdc;\" width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li><span style=\"font-size: 10pt;\">With mobile technology, the member creates the experience with you. You don\u2019t create it for the member.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">Communication clutter continues to be a big challenge for associations. You have to be relevant and highly selective about what you send to members and the format in which you send it.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">The traditional one-size-fits-all membership is a challenged model that\u2019s going away. Look for lower priced introductory memberships with more a la carte options.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: bold;\">AA: What is the next &#8220;big thing&#8221; you expect to see on the association horizon?<\/span><\/p>\n<p><span style=\"font-weight: bold;\">JG (2012): <\/span>It\u2019s all about content distribution. By that, I mean distribution over multiple platforms \u2013 especially video content and virtual meetings.<\/p>\n<p><span style=\"font-weight: bold;\">JG (2010): <\/span>There\u2019s been a continued migration from print to digital content and distribution. The last recession combined with amazing advances in technology is really driving members (and advertisers) online.<\/p>\n<p><span style=\"font-weight: bold;\">AA: How would you describe the association membership model in this &#8220;new normal&#8221; era?<\/span><\/p>\n<p><span style=\"font-weight: bold;\">JG (2012): <\/span>The traditional one-size-fits-all membership is a challenged model that\u2019s going away. Now you\u2019re seeing lower-cost introductory memberships with a lot of a la carte options depending on the members\u2019 needs and preferences.<\/p>\n<p><span style=\"font-weight: bold;\">JG (2010): <\/span>For many years, you could assume a membership renewal as long as you were showing some kind of ROI. Now you can\u2019t assume anything in this era of mass customization. You\u2019ve really got to work that relationship value piece and do it every day.<\/p>\n<p><span style=\"font-weight: bold;\">AA:Several association leaders have told us that the word &#8220;join&#8221; doesn\u2019t mean the same thing to the younger generation that it does to older generations. <\/span><\/p>\n<p><span style=\"font-weight: bold;\">JG (2012): <\/span>The new word is &#8220;engage,&#8221; not join. Ask yourself how an individual engages with your organization and how you go about monetizing and pricing that engagement. How readily available are your resources and information from other widely available sources? To a certain extent, you\u2019re competing with Google and YouTube. What you have to do is package the widely available resources with your own stuff. You have to help members understand what\u2019s really important and why it\u2019s important, instead of just aggregating information for them. Lots of others can do that.<\/p>\n<p><span style=\"font-weight: bold;\">JG (2010): <\/span>We live in an instant gratification &#8220;experiential economy&#8221; to borrow a phrase from author James Gilmore. Younger people are not blindly jumping in to join associations when they have so many other ways of networking with their peers and obtaining information about their profession.<\/p>\n<p><span style=\"font-weight: bold;\">AA: So, associations should start thinking like curators?<\/span><\/p>\n<p><span style=\"font-weight: bold;\">JG (2012): <\/span>Exactly. Curating for members and doing so from a trusted source (i.e., your association).<\/p>\n<p><span style=\"font-weight: bold;\">AA: With so much information out there, what is the biggest communication challenge that associations wrestle with today?<\/span><\/p>\n<p><span style=\"font-weight: bold;\">JG (2012): <\/span>Communication clutter. People are receiving so much information \u2013 both stuff they\u2019ve requested and stuff associations think they should be receiving \u2013 that it can be overwhelming and off-putting if you\u2019re not careful. You have to be relevant and highly selective about what you send and how you deliver it.<\/p>\n<p><span style=\"font-weight: bold;\">JG (2010): <\/span>Technology is really splintering audiences into smaller and smaller communities. You can\u2019t get by with a one-size-fits-all communication mentality, and that\u2019s hard for many associations that serve large industries or professions.<\/p>\n<p><span style=\"font-weight: bold;\">AA: Last time we talked, you described it as, &#8220;They want what they want, when they want it and how they want it.&#8221; Is that still true?<\/span><\/p>\n<p><span style=\"font-weight: bold;\">JG (2012): <\/span>You can add at the end: &#8220;and not what they don\u2019t want&#8221; (laughing).<\/p>\n<p><span style=\"font-weight: bold;\">AA<\/span>: So, what will the association marketplace look like five years from now?<\/p>\n<p><span style=\"font-weight: bold;\">JG (2012): <\/span>A large number of Boomers will be retiring, and there won\u2019t be as many mentors around. The next generation is smaller and less likely to join just because their bosses and peers did. On the flip side, they\u2019re more likely to engage with your organization if they feel you really have something of value to offer. Thanks to social media, it\u2019s a lot easier for them to spread the word to people they trust.<\/p>\n<p><span style=\"font-weight: bold;\">JG (2010): <\/span>It\u2019s all going to evolve, with technology and Washington policy being two of the key drivers.<\/p>\n<p><span style=\"font-weight: bold;\">AA: Will it be tougher to recruit and retain younger members than before?<\/span><\/p>\n<p><span style=\"font-weight: bold;\">JG (2012): <\/span>First let\u2019s be clear about one thing: Younger people never really joined association at the very start of their careers. It\u2019s usually when they\u2019re a little further along, and that hasn\u2019t changed. It\u2019s just when they are ready to join \u2013 I should really say engage with you \u2013 it\u2019s not going to be on an all-inclusive full membership basis. It\u2019s going to be a lower-cost basic membership with additional fees for selective things, such as attending certain meetings or for professional development, mentoring and career advice. Career advancement is highly important for the younger generation.<\/p>\n<p><span style=\"font-weight: bold;\">JG (2010): <\/span>They\u2019re pickier and they really want to customize the relationship they have with you and it has to be on their terms.<\/p>\n<p><span style=\"font-weight: bold;\">AA<\/span>: What\u2019s keeping you up at night?<\/p>\n<p><span style=\"font-weight: bold;\">JG (2012): <\/span>How are we going to find a sustainable membership model and how are organizations like ASAE going to figure out engagement. It\u2019s no longer about getting membership dues and more non-dues revenue. It\u2019s about getting more engagement revenue.<\/p>\n<p><span style=\"font-weight: bold;\">JG (2010):<\/span> It\u2019s anybody\u2019s guess how Washington policy is going to a<a name=\"_GoBack\"><\/a>ffect the tax-exempt status of many associations. But with all this technology and pressure for non-dues revenue, we\u2019ve still got to keep our core competencies top of mind. How are we going to keep educating and serving members and helping them connect? I don\u2019t think we\u2019ll ever go back to the days of assuming and automatic dues renewal just because you dent out a nice magazine and put on a few conferences.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This month, the Corner Office spotlight shines on John Graham, president of <a href=\"http:\/\/www.asaecenter.org\" target=\"blank\">ASAE The Center for Association Leadership<\/a>, which supports the interests of more than 21,000 association executives and industry partners representing 10,000 organizations.<br \/>\n<em>By<\/em> Association Adviser <em>staff<\/em><\/p>\n","protected":false},"author":26,"featured_media":7943,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,87],"tags":[49,115],"class_list":["post-275","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-leaders-table","category-association-leadership","tag-asae","tag-john-graham"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>John Graham, CAE, Then and Now - Association Adviser<\/title>\n<meta name=\"description\" content=\"We caught up with ASAE President, John Graham, CAE, at last week\u2019s ASAE Annual Meeting &amp; Expo in Dallas to get his take on the game changers and drivers impacting the association world. 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