{"id":4038,"date":"2015-03-17T09:43:46","date_gmt":"2015-03-17T09:43:46","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=4038"},"modified":"2019-11-06T17:16:32","modified_gmt":"2019-11-06T17:16:32","slug":"keep-pace-tech-race","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/keep-pace-tech-race\/","title":{"rendered":"Can Associations Keep Pace in the Tech Race?"},"content":{"rendered":"
\"Hank
Hank Berkowitz, Association Adviser<\/em><\/figcaption><\/figure>\n

After five years, the answer is clear\u2014the more things change, the more things change. But don\u2019t let us drone on.<\/p>\n

To paraphrase management guru Stephen Covey, \u201cPeople are so busy sawing, they tell me they don\u2019t have time to sharpen the saw.\u201d But if you don\u2019t take a time out to sharpen your mental saw once in a while, your mental blades get dull and burn out more easily.<\/p>\n

So let\u2019s take a few minutes to sharpen the saw.<\/p>\n

It\u2019s hard to believe, but this month marks our fifth anniversary of publishing Association Adviser<\/em>. In 2010, we started as a simple monthly e-newsletter to help our parent company Naylor, LLC, stay in touch with its clients and hot prospects. The Dow Jones Industrial Average hovered around 10,600. Usher\u2019s \u201cOMG\u201d and Lady Gaga’s “Telephone”\u00a0were topping the pop music charts. The U.S. unemployment rate was a frightening 9.9 percent, and tiny Butler University was starting its improbable run to the finals of the NCAA Men\u2019s Division I basketball tournament.<\/p>\n

Since then, Butler has remained a national class basketball program, the jobless rate has nearly halved and Association Adviser<\/em> has steadily morphed into a comprehensive digital media platform that includes the AssocationAdviser.com<\/a> website, the streaming video platform AA-TV, the Association Executive Roundtable<\/a> online forum, the monthly webinar series<\/a> and the annual Association Adviser<\/a><\/em> magazine. And since 2011, we\u2019ve produced the annual Association Communication Benchmarking report, in which more than\u00a01,000 executives and one dozen state societies of association executives take part.<\/p>\n

\"Tweetables\"<\/a><\/p>\n

 <\/p>\n

 <\/p>\n

Experts say we\u2019ve moved from the Internet to an \u201cInternet of Things.\u201d\"RealLilTweetables\"<\/a><\/p>\n

Marketing automation handles repetitive member communication tasks and enables associations to market to members more selectively and on multiple channels.\"RealLilTweetables\"<\/a><\/p>\n

Associations are increasingly giving IT leaders a seat at the table to participate in their business and strategy decisions.\"RealLilTweetables\"<\/a><\/p>\n

Staying current in this age of \u201cthrow-away technology\u201d is a huge challenge for every NFP organization.\"RealLilTweetables\"<\/a><\/p><\/blockquote>\n

We\u2019re now reaching nearly 10,000 of your colleagues each month in 110 industries throughout North America. Thanks again. We couldn\u2019t have done it without you.<\/p>\n

As Covey would argue, sharpening the saw is about renewing yourself and your team physically, mentally, spiritually and emotionally. To that end, we\u2019re launching a series of five-year retrospectives and kicking it off this month with a special focus on association technology. Has anything changed more dramatically over the past five years? Is anything likely to change more dramatically over the next five years? Our readers don\u2019t think so. About 60 percent of respondents to our latest unscientific reader poll said they\u2019ve encountered more surprises in technology over the past 12 months than in any other area of association management. That includes membership growth, non-dues revenue, social media and Big Data.<\/p>\n

IT gets a seat at the table<\/strong><\/h2>\n
\"Patti<\/a>
Patti Stirk, AgeCheq<\/em><\/figcaption><\/figure>\n

Associations are generally not early adopters of technology, but they are<\/em><\/strong> taking steps to close the knowledge gap. According to Fara Francis<\/strong>, chief information officer of The Associated General Contractors of America (AGC), association leadership now welcomes IT to sit at the table to participate in identifying the organization\u2019s business strategy and goals. \u201cWith this posture, technology is now given significant consideration in most associations and as such, a plethora of technology trends are now being adopted and implemented,\u201d she added.<\/p>\n

Staying current in this age of \u201cthrow-away technology\u201d is a huge challenge for every NFP organization she’s\u00a0involved with, said Patti Stirk,\u00a0<\/strong>a long-time IT services entrepreneur and now an investor and adviser to AgeCheq<\/strong><\/a>, <\/strong>which creates technology to protect children\u2019s online privacy. AgeCheq also helps app publishers and ad networks comply with the Children\u2019s Online Privacy & Protection Act (OPPA).<\/p>\n

\u201cNot staying current with electronic payment methods and communication methods risks disenfranchising donors,” she\u00a0said. \u201cIt\u2019s no longer simply about email and a Web page. As we all know, that donor relationship is next in line to serving the NFP\u2019s primary constituency,\u201d added Stirk, who lends her voice to the AgeCheq website and her time to a variety of NFPs in the southeastern Pennsylvania area.<\/p>\n

Mobile<\/strong><\/h2>\n

Members of all ages, not just up-and-comers, are likely interacting with you via a mobile device. That wasn\u2019t always the case five years ago. According to Naylor\u2019s Chief Innovation Officer, Marcus Underwood, <\/strong>as the typical screen size has grown rapidly, so has the way in which people use their devices. \u201cIn the past, messaging and searching for quick answers (through search engines) dominated the usage. Larger screen sizes have led to increased consumption of in-depth content,\u201d Underwood said.<\/p>\n

\u201cThe types of content (articles, video, blogs) allow associations to communicate with their members in ways never before possible. This larger screen size has also freed up space that can be used for advertising or sponsorship. This is key for many associations as the non-dues revenue model is often necessary to pay for these new content streams,\u201d added Underwood.<\/p>\n

That\u2019s also why designing your sites with responsive design\u2014the ability to experience optimal viewing of a website from any source: web, phone or tablet\u2014is \u201cnow mandatory,\u201d explained AGC\u2019s Francis. As David Trust<\/strong>, CEO of the Professional Photographers Association observed, \u201cTrying to do business without tapping into all of the ways people communicate these days is like trying to hold back the tide with a sandcastle.\u201d<\/p>\n

Of course, no discussion about mobile technology would be complete without a nod to the explosion of mobile apps. Nearly half (42%) of respondents to our unscientific reader poll said mobile apps have had a bigger impact on their association than any other factor. No other tech development came close.<\/p>\n

Underwood said gamification is one way that associations have rapidly boosted engagement with their mobile apps. And he said you can now make your content mobile accessible without having to rely on native applications that must be managed through a third party.<\/p>\n

“Making your content mobile web-friendly is far more cost-effective, and it doesn\u2019t require specific downloads,” Underwood said. “The vast majority of ways an association needs to communicate with its customers can be done through smart, adaptive mobile web design.\u201d<\/p>\n

See 5-Minute Mobile Update for more mobile insights from Marcus Underwood<\/em><\/a><\/p>\n

Marketing Automation<\/strong><\/h2>\n

Another important trend we\u2019ve seen is the number of associations now using marketing automation platforms (MAPs) to automate repetitive member communication tasks. MAPs also enable you to market to members selectively and with more relevance on multiple channels, including email, social media, websites and more. Chad Lloyd<\/strong>, marketing manager of Boxwood Career Solutions, said MAPs help associations connect to members at the \u201cappropriate time\u201d and on a \u201cpersonal level\u201d so that your communications seem as though they were created just for that one single member.<\/p>\n

Whether built in-house or more often licensed from vendors, such as Eloqua, Hubspot, Marketo, Callidus Cloud and others, MAPs use \u201cdigital body language tracking,\u201d so you are able to understand exactly what your members and prospective members are interested in and customize your communications with them,\u201d Lloyd added. That, he said has gone a long way toward helping associations avoid two of the biggest member long-time member irritants: (a) Marketing to folks who aren\u2019t interested in what you are sharing and (b) burning your list by over-communicating with your contacts and causing them to opt out of your communications.<\/p>\n

Brianna Lawson, an online marketing specialist at Naylor Association Solutions, has more about marketing automation<\/a> in today\u2019s issue.<\/em>
\n<\/strong><\/p>\n

Data\/AMS
\n<\/strong><\/h2>\n

According to Naylor\u2019s Underwood, \u201cThe field of data analytics has exploded in recent years, as the growth of online communication channels has made it possible to track and measure more behavior than ever before. Organizing that data in an actionable and intelligent way would be virtually impossible without marketing automation software. Our associations\u2019 ability to communicate to the right people with the right message is the key to member acquisition and retention.\u201d<\/p>\n

AGC\u2019s Francis agreed, noting that dashboard technology has evolved into very innovative methods to slice and dice data to allow for more keen strategic decision making. \u201cIn addition to dashboards, associations are now utilizing customer relationship management (CRM) platforms in addition to the traditional association management software (AMS) in an effort to collect greater data elements on member and non-member records,\u201d she added.<\/p>\n

Brian Choate<\/strong>, president and CEO of\u00a0Timberlake AMS Solutions, said you can\u2019t underestimate the importance of centralizing all of your data so it can be more accurate for mailings and internal reporting. Web-based centralized data can also be more easily updated by members (by themselves) and more easily monetized as an online directory (with enhanced listings and sponsorships) or as a conduit for online donations. Choate said his organization continues to migrate member data from spreadsheets, file cards, notebooks and other archaic systems that are all too common in the association world. A well-functioning AMS will allow you to understand your members more deeply and how they engage with your association, he said.<\/p>\n

The biggest change Choate has seen over the past five years is the degree to which associations have truly adopted cloud-based solutions for storing their data.<\/p>\n

AGC\u2019s Francis agreed. \u201cAssociations recognize the cost savings both financial and physical of using the cloud for storage and data access. Cloud-based servers provide scalability and that is good for businesses with virtual workers,\u201d she added.<\/p>\n

Aerial photography\/Augmented reality<\/strong><\/h2>\n

According to AGC\u2019s Francis, \u201cdrones,\u201d short-hand for Unmanned Aircraft Systems (UAS), have been rapidly adopted over the past two years not only by hobbyists, but by for-profit and NFP organizations to show aerial views of landscapes, commercial and residential properties, construction job sites, waterways and even live events. Talk about ways to bring your content to life and capture the attention of younger members of the profession! Francis said several AGC construction company members have successfully used drones on job sites for optimal aerial viewing, and Constructor\u2014<\/em>its flagship member magazine\u2014will start featuring aerial photography shot this way.<\/p>\n

\"Drone\"<\/a>
“Drones,” short-hand for small Unmanned Aircraft Systems (sUAS), have been rapidly adopted over the past two years not only by hobbyists, but by for-profit and NFP organizations.<\/em><\/figcaption><\/figure>\n

As a leading construction industry association, AGC is closely monitoring FAA rulings about the use of drones in the commercial space and how they impact the construction industry.\u00a0 The Association for Unmanned Vehicle Systems International, a coalition of 700 individuals and 600 corporations, estimates that drone-related business activities will create 100,000 new jobs by 2025 with an economic impact of $82 billion over that period.<\/p>\n

Bill Pritchett, director of education for the 175,000-member Academy of Model Aeronautics, told me last week that the rapid adoption of \u201cquadcopters,\u201d technically known as small Unmanned Aircraft Systems (sUAS), has certainly boosted membership, but it has also caused the organization to alter its membership application and categories.<\/p>\n

AMA\u2019s primary mission however is to protect members and promote safe flying<\/a>. The rules and regulations governing unmanned aircraft are changing almost daily. Before you go out to wow your members with stunning aerial visuals, make sure you check the local, state and federal regulations, and make sure you have spotters on the ground since drones can be flown aware from the operator\u2019s line of sight and can go AWOL if they lose GPS contact.<\/p>\n

Internet of Things<\/strong><\/h2>\n

Finally, our experts remarked about the remarkable shift they\u2019ve seen from talking about the Internet to talking about the \u201cInternet of Things\u201d (IoT). That\u2019s the notion that everyday physical objects can be connected to the Web and then made identifiable to other devices, said Francis.<\/p>\n

Another way to view IoT, said Stirk, is to think not only about your \u201csmart refrigerator,\u201d which has sensors monitoring your food inventory levels, but actual food items with sensors that have been monitored throughout the manufacturing, shipping, inventory and consumption process.<\/p>\n

Gary Klaben<\/strong>, a Chicago-based financial adviser who counsels individuals and organizations about charitable giving, said you have smart thermostats, you have remote monitoring of heart devices, you have frequency ID tags (RFID) within common household elements that then can be networked together to give you information. This is really going to explode significantly in the next three to five years.\u201d<\/p>\n

Conclusion
\n<\/strong><\/h2>\n

According to the good folks at Hallmark<\/a>, it customary to give something made of wood on your fifth anniversary. We\u2019ll come up with something in the workshop. But in the meantime, don\u2019t forget to take a break from your sawing.<\/p>\n

Hank Berkowitz<\/em> is the moderator in chief of <\/em>Association Adviser eNews.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

After five years, the answer is clear\u2014the more things change, the more things change. But don\u2019t let us drone on.<\/p>\n

To paraphrase management guru Stephen Covey, \u201cPeople are so busy sawing, they tell me they don\u2019t have time to sharpen the saw.\u201d But if you don\u2019t take a time out to sharpen your mental saw once in a while, your mental blades get dull and burn out more easily.<\/p>\n

So let\u2019s take a few minutes to sharpen the saw.<\/p>\n","protected":false},"author":24,"featured_media":5701,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1589,31,6],"tags":[308,680,650,403,665,681,221,682,683,668,253,684,685,666,8,686,687,57],"class_list":["post-4038","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-benchmarking","category-features","category-technology","tag-agc","tag-agecheq","tag-ams","tag-associated-general-contractors-of-america","tag-association-technology","tag-crm","tag-data","tag-david-trust","tag-drones","tag-fara-francis","tag-gamification","tag-gary-klaben","tag-internet-of-things","tag-marketing-automation","tag-mobile","tag-patti-stirk","tag-professional-photographers-association","tag-technology-2"],"acf":[],"yoast_head":"\nCan Associations Keep Pace in the Tech Race? - Association Adviser<\/title>\n<meta name=\"description\" content=\"We\u2019re launching a series of 5-year retrospectives and kicking it off this month with a special focus on association technology.\" \/>\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\/keep-pace-tech-race\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Can Associations Keep Pace in the Tech Race? 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