{"id":4467,"date":"2015-06-12T17:35:05","date_gmt":"2015-06-12T21:35:05","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=4467"},"modified":"2018-03-21T17:45:31","modified_gmt":"2018-03-21T17:45:31","slug":"bumper-stickers","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/bumper-stickers\/","title":{"rendered":"What Associations Can Learn from Bumper Stickers"},"content":{"rendered":"
\"Hank<\/a>
Hank Berkowitz, Association Adviser<\/em><\/figcaption><\/figure>\n

Most of your members are in your corner, but don\u2019t ever take them for granted. They can peel away fast.<\/em><\/p>\n

I saw a great bumper sticker on the drive to work yesterday: \u201cSorry for Driving So Close in Front of You.\u201d<\/strong><\/p>\n

\"Sorry<\/a>
Snarky, or what? Whether we’re talking driving habits or association membership, things aren’t always what they seem.<\/em><\/figcaption><\/figure>\n

If that wasn\u2019t snarky enough, the message was in small type, so you had to be on the verge of tailgating the driver to read it. Disclosure:<\/em>\u00a0<\/em><\/strong>I have a lead foot at times, but I was at a stoplight when I came across this particular bumper sticker.<\/em><\/p>\n

The point is, things aren\u2019t always what they seem. It\u2019s all a matter of perspective. Depending on whom you ask, dues-paying organizations are either on the verge of extinction or about to enter a golden age of member engagement, connectivity and professional development offerings. The truth probably lies somewhere in between. One thing\u2019s for sure, the landscape has certainly changed since we launched Association Adviser<\/em> in early 2010.<\/p>\n

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

 <\/p>\n

 <\/p>\n

Associations still aren\u2019t customizing the bulk of their communications for different member subgroups.\u00a0\"RealLilTweetables\"<\/a><\/p>\n

Associations are concerned about losing their newest and youngest members. But longtime members can become at-risk members any time.\u00a0\"RealLilTweetables\"<\/a><\/p>\n

Smart associations position themselves as trusted sources\u00a0of information and products for members\u2014not the exclusive providers of them.\u00a0\"RealLilTweetables\"<\/a><\/p><\/blockquote>\n

Doing a great job for members isn\u2019t always enough<\/strong><\/p>\n

\u201cCompetition is fierce,\u201d observed Alex DeBarr<\/strong>, CEO of Naylor Association Solutions<\/a>. \u201cThere are a lot of things that associations have to compete with for eyeballs, whether it\u2019s other media companies, other associations, bloggers or social media. When I think about what\u2019s evolved the most over the past five years, it\u2019s the recognition that there are more tools for associations to use. If associations are ready to grab all those tools and use them properly, then they\u2019ll probably have a better chance of succeeding than they ever have before.\u201d<\/p>\n

But it won\u2019t be easy, even though many associations, such as the National Press Photographers Association (NPPA)<\/a>, have really upped their game in terms of relevant content, membership benefits and advocacy.\u00a0Chip Deale<\/strong>, NPPA\u2019s Executive Director told us in a recent video interview that member surveys keep showing that NPPA is doing a \u201cgreat job\u201d in its primary function as an advocate and voice for visual journalists. But at the same, they say \u201c\u2019I\u2019m not sure about the value.\u2019 So that\u2019s a disconnect we have to overcome,\u201d Deale noted.<\/p>\n

Sound familiar?<\/p>\n

There\u2019s no one-size-fits-all solution<\/strong><\/p>\n

One thing you can do is customize your communications for different member subgroups. No matter how small your dues base is or how narrowly defined your industry niche is, you can\u2019t go wrong by making every single member feel like you know what makes them tick each time you reach out to them. As our just-completed association communication annual benchmarking study revealed, only about half of associations are customizing their communications for new members. Just about one in three are customizing for young professionals, less than three in ten are customizing for student members and just more than one-third are customizing for other member subgroups.<\/p>\n

Do you customize communications for your member subgroups?<\/h4>\n\n\n\n\n
<\/td>\nFor new
\nmembers<\/strong><\/td>\n		For student members<\/strong><\/td>\nFor young professionals<\/strong><\/td>\nFor other
\nmember
\nsegments<\/strong><\/td>\n<\/tr>\n
Somewhat or highly customized<\/strong><\/td>\n50.7%<\/strong><\/td>\n28.4%<\/strong><\/td>\n32.4%<\/strong><\/td>\n34.0%<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Source: Association Adviser and Naylor, LLC 2015 <\/em><\/p>\n

\"Christopher<\/a>
Christopher Williston, IBAT<\/em><\/figcaption><\/figure>\n

You can also partner with some of the external contributors that DeBarr mentioned above. Christopher Williston, <\/strong>senior vice president of the Independent Bankers of Texas (IBAT)<\/a>, suggested that associations position themselves as \u201carbiters of information\u201d for their entire industry. Rather than creating a competitive environment, he asked, \u201cWhy don\u2019t we harness partnerships with [industry players] and let the associations take the lead by looking at what partners are producing? Not salesy pieces, but things that can truly benefit our members.\u201d<\/p>\n

\"Karl<\/a>
Karl Ely, ASAE<\/em><\/figcaption><\/figure>\n

As ASAE\u2019s Karl Ely<\/strong> explained in a previous article<\/a><\/u>, when done well, \u201cThe content leads and the brand follows.\u201d That can apply to anything to white papers, informational videos, webinars, product demos, resource guides and more.<\/p>\n

Williston explained there are many companies that service your members and who really want to get in front of them. \u201cToo often we see them as people who are trying to compete with some of our own programs, products and services for members.\u201d Instead, he explained, there’s an inherent value to having the association play the role of \u201ccutting through the clutter of all of the information available to its members and saying, \u2018We’ve taken a look at this, this has value and you ought to consider looking at it.\u2019”<\/p>\n

\"Clare<\/a>
Clare Reagan, IOM, CAE, Reagan & Company<\/em><\/figcaption><\/figure>\n

Clare Reagan,<\/strong> IOM, CAE, senior vice president of Reagan & Company and former executive director of the Georgia Veterinary Medical Association<\/a> agreed. \u201cWe\u2019re all about enhancing the value of the profession. Show members how constituent groups such as sponsors, suppliers and vendors are bringing you products and information that you can\u2019t get on your own. They\u2019ve got big dollars for research that you, as a small business or professional [often] don\u2019t have the ability to get.\u201d<\/p>\n

June 2015 update: We regretfully note that Clare Reagan passed away in March 2015<\/a>. This interview occurred in August 2014. We have chosen to include her wise words in this article as a tribute to her work with GVMA and the larger association community.<\/em><\/p>\n

As our 2015 association communication benchmarking study revealed, the most important topics for members are: <\/strong>how-to\/best practices, industry trends, lobbying\/advocacy efforts and career\/professional development. Among those four topics, career\/professional development saw the biggest percentage gain in importance (5 percent) since 2014.<\/p>\n

Career centers benefit ALL members, not just active job seekers
\n<\/strong><\/h3>\n
\"Carrie<\/a>
Carrie McIntyre, Boxwood Career Solutions<\/em><\/figcaption><\/figure>\n

Carrie McIntyre<\/strong>, senior business development director of Boxwood Career Solutions, said one of the biggest changes she has seen on the association landscape over the past five years is the growing number of organizations who are looking at their career center as something \u201cstrategically important\u201d in their organization. The career center, she said, is not just an \u201cisolated job board,\u201d but an important member benefit that\u2019s integrated with other programs and services they offer. That includes professional certification, company profiles and career development tools for the non-active job seeker.<\/p>\n

As McIntyre explains, \u201cMost of your website visitors have at least a passing interest in career opportunities. Even if they aren\u2019t actively looking for new opportunities, most are still curious about which companies are hiring. And, in niche communities of professionals, it\u2019s not uncommon to see a job listing and know the person who used to have that job.\u201d<\/p>\n

\"Mick<\/a>
Mick Fleming,\u00a0ACCE<\/em><\/figcaption><\/figure>\n

That\u2019s especially important to millennials, explained Mick Fleming<\/strong>, president of the Association of Chamber of Commerce Executives<\/a>\u00a0in today\u2019s Corner Office Profile<\/a><\/u>. When it comes to relationships with their employers, \u201cthey have more of a \u2018gig mentality\u2019 than older generations do.\u201d<\/p>\n

Generations and at-risk members<\/strong><\/h3>\n

About two-thirds of early respondents to our unscientific reader poll this month said they\u2019re most concerned about losing their newest members\u2014those who\u2019ve belonged to their organization for three years or less. What\u2019s more, the 700-plus leaders who responded to our annual association communication benchmarking survey<\/a><\/u> said longstanding members seemed more than three times as likely as new members to be \u201chighly engaged\u201d with their member communication vehicles.
\n
\n<\/strong><\/p>\n

\"Jenny<\/a>
Jenny Matthews, TNSAE<\/em><\/figcaption><\/figure>\n

Jenny Matthews<\/strong>, executive director of the Tennessee Society of Association Executives (TNSAE)<\/a>, observed that Baby Boomers may have joined an association because it\u2019s the right thing to do and they want to be involved. They think it\u2019s honorable. But, the younger generation really wants to know \u2018What am I getting for my dollar? Show me that benefit.\u2019<\/p>\n

Reagan agreed. \u201cOne of the things you have to remember with membership, whether it\u2019s getting new members or retaining members, is what\u2019s in it for them. What matters to them? Why do they join? Why are they part of your organization? That has to be the forefront of everything that you do.\u201d<\/p>\n

By the way, you\u2019ve got to use more than social media and mobile apps if you\u2019re worried about losing newer and younger members. A marketing executive from a small, regional association who responded to our survey said that while online resources are important, \u201cInformation gathered from phone calls or speaking one-on-one at events can go a long way toward creating a relationship in which the individual will think to call upon, and stay connected with, the association in the future.\u201d<\/p>\n

\"Steve<\/a>
Steve Smith, AAHPM<\/em><\/figcaption><\/figure>\n

Steve Smith<\/strong>, CEO of the American Academy of Hospice and Palliative Medicine (AAHPM)<\/a>, said that for today\u2019s association the \u201cconstant morphing of what you do\u201d is what makes associations so unique. \u201cWe have this great blending of business knowledge and people who actually do the work in the field coming together to determine what needs to happen and how to advance whatever industry you\u2019re in,\u201d he said.<\/p>\n

\n
\nConclusion<\/strong><\/h3>\n

At the end of the day, bumper stickers are just another way of showing your allegiance to a group, whether it\u2019s to a team, school, membership organization, political affiliation, or a group of people who share your ideals, pet peeves or worries. As the father of a newly-minted teen driver, another bumper sticker caught my eye the other day : \u201cIf you don\u2019t like the way I drive, stay off the sidewalk!<\/strong>\u201d<\/p>\n

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

Again, it\u2019s all a matter of perspective. You\u2019re probably doing a better job of staying on track with members than you get credit for. But, take your eyes off the value proposition wheel for even a split-second today, and you can see your dues-receiving privileges revoked before you know what hit you.<\/p>\n

<\/div>
\"\"<\/div>

About The Author<\/h3>\n\t\t\tHank Berkowitz<\/em><\/a> is the moderator-in-chief of <\/em>Association Adviser eNews.\n\t\t\t<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Most of your association members are in your corner, but don\u2019t ever take them for granted. Like a bumper sticker, they can peel away fast.<\/p>\n","protected":false},"author":24,"featured_media":4471,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,87,12],"tags":[768,150,769,770,771,74,772,573],"class_list":["post-4467","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-association-leadership","category-marketing-communications","tag-american-academy-of-hospice-and-palliative-medicine","tag-association-membership","tag-association-of-chamber-of-commerce-executive","tag-georgia-veterinary-medical-association","tag-independent-bankers-of-texas-ibat","tag-membership-2","tag-national-press-photographers-association-nppa","tag-tennessee-society-of-association-executives"],"acf":[],"yoast_head":"\nWhat Associations Can Learn from Bumper Stickers - Association Adviser<\/title>\n<meta name=\"description\" content=\"Most of your association members are in your corner, but don\u2019t ever take them for granted. 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