{"id":335,"date":"2012-11-05T09:33:48","date_gmt":"2012-11-05T09:33:48","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter27206_335\/"},"modified":"2012-11-05T09:33:48","modified_gmt":"2012-11-05T09:33:48","slug":"newsletter27206_335","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter27206_335\/","title":{"rendered":"Data Shows Non-Dues Revenue Key to Association Sustainability"},"content":{"rendered":"<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"margin-right: 10px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/hank%20berkowitz%20resized.jpg\" alt=\"\" width=\"100\" align=\"left\" \/><span style=\"font-style: italic; font-size: 10pt;\">By Hank Berkowitz<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">If you think you\u2019ve been spending more time on non-dues revenue programs than you have in the past, you\u2019re not alone. As last month\u2019s <span style=\"font-style: italic; font-size: 10pt;\">Association Adviser <\/span><span style=\"font-style: italic; font-size: 12pt;\">e<\/span><span style=\"font-style: italic; font-size: 10pt;\">news<\/span> reader poll discovered, nearly half (45.8 percent) of respondents told us that non-dues revenue is an &#8220;increasingly important&#8221; component of their 2012 budgets. Nearly one-third of respondents (30 percent) said non-dues revenue will have the same importance it did in 2011, and only one in four (24.2 percent) predicted non-dues revenue would be less important next year. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" alt=\"\" \/><\/p>\n<p>&nbsp;<\/p>\n<table style=\"border: 1px solid black; background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse;\" 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;\">Non-dues revenue has become increasingly important to associations over the past decade.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">Experts say technological and demographic factors\u2014not just the economy\u2014have been driving the upswing in associations\u2019 non-dues revenue efforts.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">The best non-dues revenue programs always reinforce the member value proposition.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">Don\u2019t rush to add new programs and services until you\u2019ve carefully tested members\u2019 reaction to them and made sure you have sufficient staffing, energy and resources to support them.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Everyone agrees that associations\u2019 dependency on non-dues income is high,&#8221; said Beth Brooks, president &amp; CEO of the <a href=\"http:\/\/www.tsae.org\" target=\"_blank\">Texas Society of Association Executives (TSAE)<\/a>. While this is not a new priority, many groups have found they need to be more mindful and strategic about non-dues income.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">According to Ken Cousineau, executive director of the <a href=\"http:\/\/www.golfsupers.org\" target=\"_blank\">Canadian Golf Superintendents Association (CGSA)<\/a>, non-dues revenue (NDR) accounts for nearly 70 percent of his organization\u2019s revenue\u2014up from 55 percent in 2005\u2014and is becoming the mantra for professional, non-mandatory organizations. Cousineau expects NDR to account for even more of CGSA\u2019s revenue in the next two to three years.<\/span><\/p>\n<p>The move toward NDR has been the trend for at least the past decade and is not necessarily because of the recession, according to Chris Monek, Senior Executive Director of Business Development, Programs &amp; Industry Relations for the <a href=\"http:\/\/www.agc.org\" target=\"_blank\">Associated General Contractors of America (AGC)<\/a>. &#8220;The key to a successful NDR program is how it contributes to member value. For instance, I put together a lot of affinity relationships with partners such as GM, Ford, BP and Enterprise. We negotiate deep discounts for our members and that directly helps our recruiting and retention efforts. What\u2019s more, we share the royalty payments we receive from our partners with our 95 chapters.&#8221; It may look like NDR, but it really is what supports the member value inherent in their dues, Monek added.<\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">As a percentage of your 2012 budget, what is your expectation for non-dues revenue?<\/span><\/p>\n<p>&nbsp;<\/p>\n<div style=\"text-align: center;\"><span style=\"font-size: 10pt; font-weight: bold;\"><img loading=\"lazy\" decoding=\"async\" style=\"margin: 5px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/aa%20enews%20nov.%202011%20did%20you%20know2.jpg\" alt=\"\" width=\"400\" height=\"218\" align=\"middle\" \/><\/span>&nbsp;<\/p>\n<\/div>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\">Source: Association Adviser <\/span><span style=\"font-size: 12pt;\"><span style=\"font-style: italic; font-size: 12pt;\">e<\/span><\/span><span style=\"font-style: italic; font-size: 10pt;\">news and Naylor, LLC 2011 |<\/span> N=120<\/span><\/p>\n<p>Our reader poll mirrors the findings we detected in our <a href=\"https:\/\/ssl.naylor.com\/benchmarking\/\">2011 Association Communication Benchmarking Report<\/a> this spring. In that report, more than 40 percent of the 700 responding associations told us their member communication vehicles were required to operate as a profit center (generate non-dues revenue), and only 19 percent said they could run their member communication vehicles as cost centers.<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">That report also told us that more than half (55.6 percent) of associations now ask advertisers and sponsors specifically if they\u2019re getting their money\u2019s worth, and nearly two-thirds (62.3 percent) told us the feedback they get from advertisers and sponsors is directly incorporated into their pricing considerations. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold;\">How has the role of NDR changed at your organization? <\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&#8220;I would say NDR now accounts for 50 to 75 percent of total revenue overall,&#8221; according to Ramona Jones, Vice Chair of <a href=\"http:\/\/ibat.org\/services\" target=\"_blank\">IBAT Services for the Independent Bankers Association of Texas<\/a>. &#8220;At successful associations, member-dues represents less than half of total revenue. Ten to 15 years ago, dues represented 50 to 75 percent of total revenue. So the ratio has just about flipped.&#8221;<\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">\u00a0<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">The 16,500-member <a href=\"http:\/\/www.boma.org\" target=\"_blank\">Building Owners &amp; Managers Association (BOMA)<\/a> is <span style=\"font-size: 10pt;\">still pretty dues-oriented, according to President Henry Chamberlain, but he expects NDR to account for between 50 and 60 percent of BOMA\u2019s revenue over the next 10 years. &#8220;The big wild card is what the membership model will look like for most associations. Will members keep signing on for the whole package or will they want various membership benefits on an a la carte basis?&#8221; he asked.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\">Don\u2019t miss our <a href=\"http:\/\/www.naylornetwork.com\/nay-adviser\/articles\/index.asp?aid=159333&amp;issueID=27206\" target=\"_blank\"><span style=\"font-size: 10pt;\">Corner Office profile<\/span><\/a> with Henry Chamberlain in today\u2019s issue<\/span><span style=\"font-style: italic; font-size: 10pt;\">.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">Areas for NDR growth<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>For the New York City-based <a href=\"http:\/\/www.the-dma.org\/index.php\" target=\"_blank\">Direct Marketing Association (DMA)<\/a>, <span style=\"font-size: 10pt;\">its online career center has been very successful, but it wasn\u2019t until it was outsourced to a specialized vendor that it began to gain traction with members, noted <\/span>Ken Ebeling, DMA\u2019s senior vice president of membership. <span style=\"font-size: 10pt;\">&#8220;We\u2019re now providing a much better user career experience for our members and that comes back to support the dues equation.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">In addition to education programs, CGSA\u2019s Cousineau said the other area of opportunity is advertising, &#8220;provided that you can be flexible and adjust to meet the \u2018flavor of the day\u2019 with respect to the management companies that are managing the larger corporate contracts.&#8221; According to BOMA\u2019s Henry Chamberlain, his organization is also seeing strong demand for advertising in its directory, magazine, webinars and conferences. BOMA is also seeing good results from its onsite education programs and sales of its best practices books, he added.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">AGC\u2019s Monek agreed that webinars and other continuing education programs have been very successful. In a tight job market, he said members really want to enhance their professional development. At the same time, their bosses want to keep travel costs down and keep time out of the office to a minimum. Webinars are a great solution. &#8220;We charge for many of our webinars, but we often get them sponsored and that allows us to make the webinars available free of charge, or at a reduced cost for our members.&#8221;<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">IBAT\u2019s Jones agreed that educational programs that don\u2019t require travel and that can meet the multiple needs of the staff &#8220;are on the upswing.&#8221; Webinars and live clusters, in which small groups of members with similar requirements for training can join together for 2- to 3-hour after-work programs have been very popular, she added.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">According to TSAE\u2019s Beth Brooks, most associations depend on meetings and trade shows for a lot of their non-dues income. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;I have also seen growth in online everything: education (all types), as well as online publications and ad sales,&#8221; she said. &#8220;For associations that have a credentialing program, I have seen a big upturn in their participation. Also, the growth of job banks has been significant, and for some associations, sponsorships have grown as suppliers see the association as a great centralized way to reach their audience.&#8221;<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold;\">Common NDR mistakes made by associations<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&#8220;One error that has remained constant for most of my association career is not considering the support that is required at the staff level to sustain a new program for the long term,&#8221; related CGSA\u2019s Cousineau. &#8220;The second most common mistake is not recognizing when a program has passed its \u2018best before\u2019 date.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">TSAE\u2019s Brooks observed that associations often rush to add programs and services that they think members will buy. &#8220;They don\u2019t do any research, but they expend a lot of staff time developing and marketing, and then members don\u2019t participate,&#8221; she said. She advises associations to be deliberate about what to offer, perhaps even doing trial tests. When working with affiliate program, due diligence in vetting the company or service is key.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">AGC\u2019s Monek cautioned that NDR is the future, but you can\u2019t get so swept up in selling that you lose sight of the educational program. &#8220;It\u2019s incumbent on us to offer the right content\u2014government compliance, for example\u2014with the right credentials.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">IBAT\u2019s Jones said that when exploring broad partnerships and affinity programs, it is imperative for your board to engage professional advisers (legal, accounting and intellectual property consultants) who are familiar with associations versus for-profits. Also, you must invest in staff with energy, relationship building outreach, curiosity and marketing savvy.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Conclusion<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">While most associations have a few visionary people on staff, everyone on your team has to learn to become more entrepreneurial, urged AGC\u2019s Monek. DMA\u2019s Ebeling said that it\u2019s not just about looking for new streams of revenue; it\u2019s about learning how to operate in a last-minute, just-in-time environment. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;We used to know three or four months out how a conference was shaping up,&#8221; he said. Now, even three or four weeks out, we still don\u2019t have a handle on how many attendees and exhibitors are coming. People are still spending money; they\u2019re just waiting till the last minute to commit. Forecasting has become a real challenge. I don\u2019t see that changing anytime soon.&#8221; <\/span><\/p>\n<p>While no one knows exactly what the ideal association model will look like in the future, it\u2019s clear from our experts that you\u2019ve got to keep asking yourself\u2014again and again<span style=\"font-size: 10pt;\">\u2014<\/span><span style=\"font-size: 10pt;\">how you\u2019re delivering real value to members and how you can provide an experience that they can\u2019t get elsewhere in the real (or online) world. <\/span><\/p>\n<p><span style=\"font-style: italic; font-size: 10pt;\"><a href=\"mailto:hberkowitz@naylor.com?subject=Association Adviser November lead story\" target=\"_blank\">Hank Berkowitz<\/a> <\/span><span style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\">is the moderator-in-chief of <\/span>Association Adviser <span style=\"font-size: 12pt;\">e<\/span>news.<\/span><\/p>\n<p>&nbsp;<\/p>\n<div align=\"center\">\n<table style=\"border: 1px solid black; background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse;\" border=\"1\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<p align=\"center\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">Rate this article 5 (Excellent) to 1 (Poor). Send ratings and comments <\/span><a href=\"mailto:associationadviser@naylor.com?subject=Nov%20lead%20story\" target=\"_blank\"><span style=\"font-size: 10pt; font-weight: bold;\">here<\/span><\/a><\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you&rsquo;ve been spending more time on non-dues revenue programs, you&rsquo;re not alone. As last month&rsquo;s <em>Association Adviser <\/em> reader poll discovered, nearly half of respondents think non-dues revenue is an &#8220;increasingly important&#8221; component of their 2012 budgets.<br \/>\n<em>By Hank Berkowitz<\/em><\/p>\n","protected":false},"author":24,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,3],"tags":[],"class_list":["post-335","post","type-post","status-publish","format-standard","hentry","category-features","category-revenue"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Data Shows Non-Dues Revenue Key to Association Sustainability - Association Adviser<\/title>\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\/newsletter27206_335\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data Shows Non-Dues Revenue Key to Association Sustainability - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"If you&rsquo;ve been spending more time on non-dues revenue programs, you&rsquo;re not alone. As last month&rsquo;s Association Adviser reader poll discovered, nearly half of respondents think non-dues revenue is an &quot;increasingly important&quot; component of their 2012 budgets. By Hank Berkowitz\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.naylor.com\/associationadviser\/newsletter27206_335\/\" \/>\n<meta property=\"og:site_name\" content=\"Association Adviser\" \/>\n<meta property=\"article:published_time\" content=\"2012-11-05T09:33:48+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/hank%20berkowitz%20resized.jpg\" \/>\n<meta name=\"author\" content=\"Hank Berkowitz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hank Berkowitz\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/newsletter27206_335\/\",\"url\":\"https:\/\/www.naylor.com\/associationadviser\/newsletter27206_335\/\",\"name\":\"Data Shows Non-Dues Revenue Key to Association Sustainability - Association Adviser\",\"isPartOf\":{\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#website\"},\"datePublished\":\"2012-11-05T09:33:48+00:00\",\"dateModified\":\"2012-11-05T09:33:48+00:00\",\"author\":{\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/0e18db202b53cbf1daea674e60347a21\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.naylor.com\/associationadviser\/newsletter27206_335\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#website\",\"url\":\"https:\/\/www.naylor.com\/associationadviser\/\",\"name\":\"Association Adviser\",\"description\":\"Leadership Strategies &amp; Best Practices for Association Professionals\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.naylor.com\/associationadviser\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/0e18db202b53cbf1daea674e60347a21\",\"name\":\"Hank Berkowitz\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/0cfbe67ee7acbdd35ab31c6aa1fa91e4756eeff69b5ad159d2ebd90b73729af7?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/0cfbe67ee7acbdd35ab31c6aa1fa91e4756eeff69b5ad159d2ebd90b73729af7?s=96&d=mm&r=g\",\"caption\":\"Hank Berkowitz\"},\"url\":\"https:\/\/www.naylor.com\/associationadviser\/author\/hberkowitz\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Data Shows Non-Dues Revenue Key to Association Sustainability - Association Adviser","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.naylor.com\/associationadviser\/newsletter27206_335\/","og_locale":"en_US","og_type":"article","og_title":"Data Shows Non-Dues Revenue Key to Association Sustainability - Association Adviser","og_description":"If you&rsquo;ve been spending more time on non-dues revenue programs, you&rsquo;re not alone. As last month&rsquo;s Association Adviser reader poll discovered, nearly half of respondents think non-dues revenue is an \"increasingly important\" component of their 2012 budgets. 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