{"id":3132,"date":"2014-09-08T02:15:24","date_gmt":"2014-09-08T06:15:24","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=3132"},"modified":"2014-09-08T02:15:24","modified_gmt":"2014-09-08T06:15:24","slug":"john-graham-mobile-association-careers-advocacy","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/john-graham-mobile-association-careers-advocacy\/","title":{"rendered":"John Graham on Mobile, Agility and Association Pay"},"content":{"rendered":"<p style=\"color: #444444;\"><span style=\"font-style: italic;\">By<\/span>\u00a0Association Adviser\u00a0<span style=\"font-style: italic;\">staff<\/span><\/p>\n<figure style=\"width: 100px\" class=\"wp-caption alignleft\"><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/john%20graham%20250%20px.jpg\" alt=\"John Graham\" width=\"100\" height=\"130\" align=\"left\" \/><figcaption class=\"wp-caption-text\">John Graham, President, ASAE<\/figcaption><\/figure>\n<p style=\"color: #444444;\"><span style=\"font-style: italic;\">Association Adviser<\/span>\u00a0spent a few minutes with\u00a0<span style=\"font-weight: bold;\">John Graham<\/span>, president of\u00a0<a href=\"http:\/\/www.asaecenter.org\/\">ASAE The Center for Association Leadership<\/a>. ASAE, which supports the interests of more than 21,000 association executives and industry partners representing 10,000 organizations worldwide, proved at its heavily attended annual meeting last week in Nashville that face-to-face interaction is alive and well even in this digital age.<\/p>\n<p style=\"color: #444444;\"><img decoding=\"async\" title=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/tweetables.jpg\" alt=\"\" width=\"300px\" height=\"65px\" \/><\/p>\n<table style=\"color: #000000;\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td>\n<ul>\n<li><a style=\"text decoration:none; color: #333333;\" href=\"http:\/\/ctt.ec\/oU1V8\" target=\"_blank\">Technology, video and virtual are additive, not replacements for the power of face-to-face networking and interaction with your peers. <img decoding=\"async\" style=\"padding: none; border: none; background-color: #ffffff\" alt=\"Tweet: Technology, video and virtual are additive, not replacements for the power of face to face networking and interaction with your peers.\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/08\/LilTweetablesSmall.png\" \/><\/a><\/li>\n<\/ul>\n<ul>\n<li>Data shows that associations pay is surprisingly competitive with the for-profit sector.<\/li>\n<\/ul>\n<ul>\n<li>Associations that are agile, with strong value propositions, will continue to be successful. Those that aren\u2019t will never get back the members they lost during the recession.<\/li>\n<\/ul>\n<ul>\n<li>Associations must understand that all messaging and communication is not equally important. High performing organizations have an information traffic cop.<\/li>\n<\/ul>\n<p>&nbsp;<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">Association Adviser: John, when we spoke at the ASAE annual meeting in Atlanta last year, you said that mobile\u00a0<\/span><span style=\"font-weight: bold;\">was the biggest game changer at the time. What\u2019s next on the horizon?<\/span><\/p>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">John Graham:<\/span>\u00a0Mobile [laughing]. Mobile\u2019s still\u00a0<span style=\"font-style: italic;\">THE<\/span>\u00a0game changer. Now it\u2019s all about how you leverage mobile. Everyone\u2019s got one, two, even three mobile devices. How do you best distribute content over all mobile devices? Why is mobile a game changer for associations? It allows members to create their own unique experience with the association. They can get the content [news, resources, information] they want whenever they want it on whatever device they want.<\/p>\n<p><span style=\"font-weight: bold;\">AA: So, are we getting to the point at which increasingly younger and tech savvy members of the profession prefer to attend meetings like this virtually rather than in person?<br \/>\n<\/span><br \/>\n<span style=\"font-weight: bold;\">JG:<\/span>\u00a0Technology, video, virtual. All that is additive\u2014not a replacement for the power of face to face. We have nearly 6,000 total participants here in Nashville. It\u2019s our highest number of association execs since 2007 in Chicago. That was pre-recession and in a city with many associations headquartered there. So a larger than normal number of attendees could attend without traveling.<\/p>\n<p><span style=\"font-weight: bold;\">AA: So, have associations have bounced back from the depths of 2007-08?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: bold;\">JG:<\/span>\u00a0We\u2019re not\u00a0<span style=\"font-style: italic;\">all the way back<\/span>, but we\u2019ve bounced back to where we\u2019re going to be\u2014that\u2019s the new normal. Some association have bounced all the way back [and more], some have not. Today, the economic climate is such that if you have a strong value proposition, you\u2019re going to be successful. But, if you don\u2019t have a strong value proposition then you\u2019re not. The [less engaged] members you had before the [financial] crisis, just aren\u2019t coming back.<\/p>\n<p><span style=\"font-weight: bold;\">AA: If a small association suddenly found an extra $100,000 in its operating budget, (or a larger association found an extra $500,000), how do you think they would spend it?<br \/>\n<\/span><br \/>\n<span style=\"font-weight: bold;\">JG:<\/span>\u00a0They\u2019d be investing in their technology platform (not staff). Tech is such a driver of the future.<\/p>\n<p><span style=\"font-weight: bold;\">AA: Our annual communication benchmarking study found similar priorities. We expected most respondents to say &#8220;add staff,&#8221; but instead the majority said they\u2019d invest in upgrading their technology, processes and systems.<br \/>\n<\/span><br \/>\n<span style=\"font-weight: bold;\">JG:<\/span>\u00a0Actually most associations ARE staffed at about the right level, but most don\u2019t have the headcount to nail down the tech piece. They need to use consultants, outsourcing and the cloud.<\/p>\n<p><span style=\"font-weight: bold;\">AA: How about the dues versus non-dues-revenue balance?<br \/>\n<\/span><br \/>\n<span style=\"font-weight: bold;\">JG:<\/span>\u00a0Dues is becoming a smaller and smaller part of the membership model, especially for professional societies. As I said earlier, members want to create their own experience with the association. The dues model has to reflect that [flexibility]. We need to take a much more customized, a la carte approach to our membership offerings and NDR is critically needed to support that model.<\/p>\n<p><span style=\"font-weight: bold;\">AA: Speaking of revenue, futurist\/blogger Seth Godin had a great\u00a0<\/span><span style=\"font-weight: bold;\"><a href=\"http:\/\/sethgodin.typepad.com\/seths_blog\/2014\/08\/understanding-substitutes.html\">post<\/a><\/span><span style=\"font-weight: bold;\">about two common pricing mistakes that organizations make. They create average, commodity products and ask people to pay extra for them, or they create extraordinary products and lose their nerve to charge enough.<br \/>\n<\/span><br \/>\n<span style=\"font-weight: bold;\">JG:<\/span>\u00a0That\u2019s so true. Members don\u2019t pay their dues casually anymore and they expect a lot in return. Variable membership schemes will be more prevalent. Associations must educate themselves about pricing. We\u2019re bringing in outside consultants to help us. They\u2019re an objective third party that can help us determine what\u2019s being over-priced and what\u2019s being underpriced. By the way, associations of all sizes can find good, affordable consultants that fit their budgets.<\/p>\n<p><span style=\"font-weight: bold;\">AA:\u00a0<\/span><span style=\"font-weight: bold;\">Our research found that communication clutter was once again the top communication challenge faced by associations. Why hasn\u2019t there been more improvement in this critical area of member interaction?<br \/>\n<\/span><br \/>\n<span style=\"font-weight: bold;\">JG:<\/span>\u00a0Information overload. Associations have done a poor job of prioritizing their messages. Everything can\u2019t be equally important at the same time. Someone at your organization has to be the information traffic cop. It\u2019s about priority, focus and segmentation. Also, we tend to over-communicate when the additional communication isn\u2019t likely to yield results. For instance, we tend to promote our meetings too much. If someone hasn\u2019t responded to your [repeated] earlier emails about an upcoming meeting, then sending them another 10 emails about the same thing meeting isn\u2019t going to help attendance and could backfire on you.<\/p>\n<p><span style=\"font-weight: bold;\">AA: For bright people considering a job change, what can an association career offer that they might be overlooking?<br \/>\n<\/span><br \/>\n<span style=\"font-weight: bold;\">JG:<\/span>\u00a0In addition to what you already know about good work\/life balance, collaborative work environment and the opportunity to wear multiple job hats, the best secret of association work is the pay. Turns out association pay is pretty competitive. According to the Bureau of Labor Statistics, associations actually pay $7,000 a year more than a comparable job in the for-profit world.<\/p>\n<p><span style=\"font-weight: bold;\">AA: For bright people who\u2019ve spent most of their careers in associations, what special skills and attributes have they gained that would make them attractive to the for-profit sector?<br \/>\n<\/span><br \/>\n<span style=\"font-weight: bold;\">JG:<\/span>\u00a0If you have skills in operational areas such as finance, communications, technology, your skills are very transferrable to the for-profit world and you\u2019ve probably gained a wide variety of experience [working in associations]. But, if you\u2019re a people person in an association-specific job, like volunteer coordinator, than it\u2019s tougher to make the transition.<\/p>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">AA: When it comes to advocacy, what can associations do to engage the &#8220;silent majority&#8221; or inactive audience within their industries?<\/span><\/p>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">JG:<\/span>\u00a0Show how you\u2019re representing their interests with lawmakers and constituents. You have to have a compelling issue\u2014never let a serious crisis go to waste as [Chicago Mayor] Rahm Emmanuel likes to say. But, don\u2019t manufacture a crisis just to create attention. It\u2019s got to be genuine. And you\u2019ve got to show results. You\u2019ve got to show casual members and prospective members that you\u2019re successfully educating lawmakers and policy influencers about the issues that matter most to your industry or profession.<\/p>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">AA: How about association-wide issues that lawmakers need to be better educated about?<\/span><\/p>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">JG:<\/span>\u00a0Congress needs to be better educated about the negative impact of cutting back government employee travel to conferences and professional education meetings. They over-reacted [to the General Services Administration scandal]. That just hurts our ability to have well trained, globally competitive government employees. Congress also needs to be better educated about the negative impact of taxing &#8220;tax exempt&#8221; organizations on their trade show and sponsorship revenue. Associations employ about 10 percent of the workforce and are the leading providers of adult education programs. Reducing income on NDR programs will make it tougher for associations to continue making the positive contributions they make to the world.<\/p>\n<p style=\"color: #444444;\"><span style=\"font-weight: bold;\">AA: Any final thoughts for our readers?<br \/>\n<\/span><br \/>\n<span style=\"font-weight: bold;\">JG:<\/span>\u00a0If you\u2019ve seen one association, then you\u2019ve seen one association [chuckling]. No two associations are the same. What I can tell you is that the confluence of three critical factors\u2014demographics, technology and communication\u2014is having a profound impact on all associations. In terms of demographics, the Boomer generation is retiring and we\u2019re drawing from a much smaller pool of potential members to replace them. In terms of technology, associations have a great opportunity now to leverage mass customization. In terms of communication, we\u2019re still communicating face-to-face, but also virtually and online. It\u2019s not a matter of either\/or. It\u2019s all of the above.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Exclusive Association Adviser interview with John Graham, president of ASAE The Center for Association Leadership. ASAE, which supports the interests of more than 21,000 association executives and industry partners representing 10,000 organizations worldwide, proved at its heavily-attended annual meeting last week in Nashville that face-to-face interaction is alive and well even in this digital age.<\/p>\n","protected":false},"author":26,"featured_media":3133,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,87],"tags":[49,115,196,8],"class_list":["post-3132","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-leaders-table","category-association-leadership","tag-asae","tag-john-graham","tag-millennials","tag-mobile"],"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 on Mobile, Agility and Association Pay - Association Adviser<\/title>\n<meta name=\"description\" content=\"John Graham, president of ASAE The Center for Association Leadership, tells us that face-to-face interaction is alive and well even in this digital age.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/john-graham-mobile-association-careers-advocacy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"John Graham on Mobile, Agility and Association Pay - 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