{"id":373,"date":"2012-11-05T09:33:49","date_gmt":"2012-11-05T09:33:49","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter25005_373\/"},"modified":"2012-11-05T09:33:49","modified_gmt":"2012-11-05T09:33:49","slug":"newsletter25005_373","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter25005_373\/","title":{"rendered":"How Well Are You Allocating Your Resources?"},"content":{"rendered":"<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"margin-bottom: 5px; margin-right: 10px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/dana%20color%20%20thumbnail.jpg\" alt=\"\" align=\"left\" \/>Learning is<span style=\"font-style: italic;\"> in <\/span>even when school is<span style=\"font-style: italic;\"> out.<\/span><\/span><\/p>\n<p>By Dana Plotke<\/p>\n<p><span style=\"font-size: 10pt;\">Another school year has gone by as children set off on summer vacations and young adults ask the question: &#8220;What am I going to do with my life?&#8221; I often feel like my role is that of a student, learning what our association clients need and want or learning about the latest theories and strategies for becoming a better marketing professional. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">A few weeks ago I had the opportunity to address a group of not-for-profit communications professionals at the Association Media &amp; Publishing conference in Washington, D.C. Despite the Friday 2:15 p.m. time slot, we had a great turnout for our session, entitled &#8220;Mastering Your Communications Chaos.&#8221; The catchy title didn\u2019t hurt and based on the questions and post-show feedback, it seems we delivered on our promise to share insights about how integration can help associations reduce their members\u2019 communications clutter.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" alt=\"\" \/><\/span><\/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;\">Be committed to learning from your members and applying that knowledge to future programs.<\/span><\/li>\n<li><span style=\"font-size: 10pt;\">Allocation of resources should not be based on what you want to provide (push), but on what your members and prospective members want to receive (pull).<\/span><\/li>\n<li><span style=\"font-size: 10pt;\">You will be met with limited success if you do not allow adequate resources for telling members (and prospective members) about new programs. Make sure they know what you are doing right.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: bold;\"><span style=\"font-size: 10pt;\">How well are you investing your resources?<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">One of the discussion points that seemed to resonate with audience members related to the misallocation of resources (see table below). The data, which came from our <a style=\"font-style: italic;\" href=\"https:\/\/ssl.naylor.com\/benchmarking\" target=\"blank\">2011 Association Communications Benchmarking Report<\/a>, is something that you may want to think about as you build your 2012 budget. If nothing else, it raises a couple of questions:<\/span><\/p>\n<ol>\n<li><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Is your organization committed to learning from its members, and then taking that knowledge and applying it to future investments from a human resource and financial perspective?<\/span><\/span>&nbsp;<\/li>\n<li><span style=\"font-size: 10pt;\">Is your organization spending too much time focused on the things it wants to do <\/span><!--\n[if gte mso 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QFormat=\"true\" Name=\"Subtle Reference\"\/>\n<w:LsdException Locked=\"false\" Priority=\"32\" SemiHidden=\"false\"\nUnhideWhenUsed=\"false\" QFormat=\"true\" Name=\"Intense Reference\"\/>\n<w:LsdException Locked=\"false\" Priority=\"33\" SemiHidden=\"false\"\nUnhideWhenUsed=\"false\" QFormat=\"true\" Name=\"Book Title\"\/>\n<w:LsdException Locked=\"false\" Priority=\"37\" Name=\"Bibliography\"\/>\n<w:LsdException Locked=\"false\" Priority=\"39\" QFormat=\"true\" Name=\"TOC Heading\"\/>\n<\/w:LatentStyles>\n<\/xml><![endif]\n--><\/p>\n<p><!--\n[if gte mso 10]>\n\n\n\n<style>\n \/* Style Definitions *\/\n table.MsoNormalTable\n\t{mso-style-name:\"Table Normal\";\n\tmso-tstyle-rowband-size:0;\n\tmso-tstyle-colband-size:0;\n\tmso-style-noshow:yes;\n\tmso-style-priority:99;\n\tmso-style-qformat:yes;\n\tmso-style-parent:\"\";\n\tmso-padding-alt:0in 5.4pt 0in 5.4pt;\n\tmso-para-margin-top:0in;\n\tmso-para-margin-right:0in;\n\tmso-para-margin-bottom:10.0pt;\n\tmso-para-margin-left:0in;\n\tline-height:115%;\n\tmso-pagination:widow-orphan;\n\tfont-size:11.0pt;\n\tfont-family:\"Calibri\",\"sans-serif\";\n\tmso-ascii-font-family:Calibri;\n\tmso-ascii-theme-font:minor-latin;\n\tmso-hansi-font-family:Calibri;\n\tmso-hansi-theme-font:minor-latin;}\n<\/style>\n\n<![endif]\n--><\/p>\n<p>\u2013 <span style=\"font-size: 10pt;\">regardless of how much your members value them? <\/span><\/li>\n<\/ol>\n<p><span style=\"font-size: 10pt;\">The table below illustrates important areas in which we found associations are either over- or under-investing their resources into online communications and social media. The results may surprise many of you, and the same analysis should be done with respect to other areas such as education, events and membership.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"width: 482px; height: 341px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/aa%20june%202011%20allocation%20graphic.png\" alt=\"\" \/><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">When I spoke to the incoming president for a city chapter of Meeting Professionals International (MPI) the other day, she mentioned that MPI National has placed a renewed focus this year on education at the chapter level \u2013 nothing too controversial or surprising here. After all, education is usually a core member benefit and it\u2019s best to make sure you are covering the basics when budget dollars are at a premium. Because MPI is a top-rate organization, I imagine that this new focus was a strategic decision based on some level of member research and feedback. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Of course, I wondered how MPI planned to promote the enhanced program. Unfortunately, this was not figured into the equation. MPI is not alone. From the communications benchmarking survey, we learned that barely one-third (35.3 percent) of respondents plan to allocate more resources to their live events (including education) over the next 12 months, even though nearly seven out of 10 (69.7 percent) respondents think their members find their live events &#8220;very\/extremely valuable.&#8221; That\u2019s a significant under-investment by the nearly 700 associations that took part in our survey.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">If you go to the trouble of creating better programs designed to enhance the member experience and to arm members with better tools and techniques for performing in their jobs but do not allow adequate resources for telling members (and prospective members) about them, you will be met with limited success. It\u2019s not enough to build &#8220;it,&#8221; you have to tell your members you built &#8220;it&#8221; and why &#8220;it&#8221; is something they will value.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">So, as you embark on the coming months, think about sharpening those pencils, taking notes and learning a few lessons from your members. Then commit to applying that knowledge to ensure you receive an &#8220;A&#8221; on next year\u2019s report card.<\/span><\/p>\n<p style=\"font-family: Arial;\"><span style=\"font-size: 10pt;\"><a href=\"mailto:dplotke@naylor.com?subject=June Association Adviser\" target=\"_blank\"><span style=\"font-style: italic;\">Dana Plotke<\/span><\/a><span style=\"font-style: italic;\"> has worked in B2B marketing and communications for more than 15 years, with a focus on association media and events since 2002. She leads the marketing efforts of Naylor, LLC.<\/span><\/span><\/p>\n<div style=\"text-align: center;\">\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; text-align: center; padding: 3px; letter-spacing: 0pt; vertical-align: middle; word-spacing: 0pt;\"><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold;\">Rate this article 5 (Excellent) to 1 (Poor). Send ratings and comments <a href=\"mailto:associationadviser@naylor.com?subject=How Well Are You Allocating Your Resources?\" target=\"_blank\">here.<\/a><\/span><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learning is <em>in<\/em> even when school is <em>out<\/em>. Be committed to learning from your members and applying that knowledge to future programs. Are you allocating your resources in a way that&#39;s responsive to your current and future members? Are you telling your members what you&#39;re doing right?<br \/>\n<em>By Dana Plotke<\/em><\/p>\n","protected":false},"author":28,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"class_list":["post-373","post","type-post","status-publish","format-standard","hentry","category-features"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Well Are You Allocating Your Resources? - 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\/newsletter25005_373\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Well Are You Allocating Your Resources? - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Learning is in even when school is out. Be committed to learning from your members and applying that knowledge to future programs. Are you allocating your resources in a way that&#039;s responsive to your current and future members? Are you telling your members what you&#039;re doing right? 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