{"id":619,"date":"2012-11-26T20:11:35","date_gmt":"2012-11-26T20:11:35","guid":{"rendered":"http:\/\/staging.naylornet.com\/associationadvisor\/?p=619"},"modified":"2018-06-19T15:24:27","modified_gmt":"2018-06-19T15:24:27","slug":"association-technology-at-a-crossroads","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/association-technology-at-a-crossroads\/","title":{"rendered":"Association Technology at a Crossroads"},"content":{"rendered":"<p><a href=\"http:\/\/staging.naylornet.com\/associationadvisor\/wp-content\/uploads\/sites\/2\/2012\/10\/Hank-Berkowitz-resized-e1349814239253.jpg\"><img decoding=\"async\" class=\"alignleft size-full wp-image-159\" style=\"margin: 5px 10px;\" title=\"Hank Berkowitz\" src=\"http:\/\/staging.naylornet.com\/associationadvisor\/wp-content\/uploads\/sites\/2\/2012\/10\/Hank-Berkowitz-resized-e1349814239253.jpg\" alt=\"Hank Berkowitz\" width=\"99\" height=\"97\" \/><\/a><\/p>\n<p>From mobile to social to cloud computing to membership management systems, few will dispute that technology is having a profound impact on associations. Just ask anyone who endured the recent violent storms in the Northeast.<\/p>\n<p>As my colleague Hillary Levitz <a title=\"Social Media Prevails During Hurricane Sandy\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/social-media-prevails-during-hurricane-sandy\/\" target=\"_blank\" rel=\"noopener\">explains<\/a> in today\u2019s issue, associations turned to social networking during Hurricane Sandy when traditional lines of member communication were knocked out for many.<\/p>\n<p>But, what do we really mean by &#8220;technology?&#8221;<\/p>\n<table style=\"border-collapse: collapse; width: 95%; margin: 5px; background-color: #dcdcdc; border: 1px solid black;\" width=\"\" align=\"\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li>Forward thinking associations view technology as a strategy, not as a cost center.<\/li>\n<li>Technology will have a profound impact on the membership model as always-connected younger professionals replace retiring Boomers.<\/li>\n<li>To get the most out of any technology solution, it must be integrated into your overall communications and operations plan. It can\u2019t operate in a silo.<\/li>\n<li>If members can\u2019t easily access your emails and websites on their mobile devices, they\u2019ll quickly delete you and move on to destinations that can accommodate them on the go.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Dr. Bob Hassmiller, recently retired head of the <a href=\"http:\/\/www.nacas.org\" target=\"_blank\" rel=\"noopener\">National Association of College Auxiliary Services (NACAS)<\/a> and an active Red Cross volunteer in hard-hit New Jersey, said technology is a process, not a product. &#8220;It\u2019s not just a black hole where you pour money in. It\u2019s a process you can use strategically for increasing member value.&#8221; See the <a href=\"http:\/\/www.naylornetwork.com\/nay-adviser\/articles\/index-v3.asp?aid=196981&amp;issueID=32503\" target=\"_blank\" rel=\"noopener\">Corner Office profile<\/a> of Dr. Hassmiller in today\u2019s issue.<\/p>\n<p>Jeff De Cagna, founder and chief strategist of association advisory firm <a href=\"http:\/\/www.principledinnovation.com\" target=\"_blank\" rel=\"noopener\">Principled Innovation<\/a> in Reston, Va., said associations used to lump technology in with other expenses and depreciating assets that had to get upgraded or replaced. Now technology fosters two-way communication, he said, so it\u2019s a &#8220;fundamental part of the association value proposition.&#8221; It\u2019s an appreciating asset\u2014not a depreciating asset\u2014that supports a &#8220;global network of stakeholders&#8221; for your association. Thanks to technology, De Cagna said you may have a lot more followers and supporters than you think, even though they\u2019re not members in the traditional sense.<\/p>\n<p>Fara Francis, chief information officer of the <a href=\"http:\/\/www.agc.org\" target=\"_blank\" rel=\"noopener\">Associated General Contractors of America (AGC)<\/a>, said, many associations view tech as a separate business silo when it should be incorporated into your overall organizational strategy. NaylorNet\u2019s Marcus Underwood agreed. &#8220;Associations too often view technology as a cost center rather than a strategy,&#8221; he said. &#8220;They need to be less reactionary and more realistic about the staffing resources needed to take advantage of their technology investments.&#8221;<\/p>\n<p><strong>Staying relevant with the always-connected member<\/strong><\/p>\n<p>De Cagna, who recently published the e-book <a href=\"http:\/\/www.associationsunorthodox.com\/\" target=\"_blank\" rel=\"noopener\">&#8220;Associations Unorthodox: Six Really Radical Shifts Toward the Future,&#8221;<\/a> said many associations don\u2019t realize how profoundly technology changes the way in which they connect with members and potential members. &#8220;Thanks to the web, mobile, tablets and social platforms, people are free to associate 24\/7\/365 on their own terms. Lots of associations still don\u2019t get how to accommodate the always-connected member.&#8221; The promise of &#8220;professional networking opportunities&#8221; doesn\u2019t mean that much to a 20-something who has more connections established right out of school than many middle-aged members of the association that\u2019s wooing them, De Cagna added.<\/p>\n<p>Douglas Ducate, president and CEO of the <a href=\"http:\/\/www.ceir.org\/\" target=\"_blank\" rel=\"noopener\">Center for Exhibition Industry Research<\/a> agreed with De Cagna\u2019s assessment of the always-connected member\/stakeholder. &#8220;Associations should continue to search for ways to keep their events live 365\/24\/7 instead of just the three or four days of the event.&#8221;<\/p>\n<p><strong>Biggest trends in associations\u2019 adoption of new technology<\/strong><\/p>\n<p>AGC\u2019s Francis sees three mega trends: social media, cloud computing and mobile. &#8220;Associations are using social media not only for news, but for member recruitment and retention, product sales and promotions, events and meeting attendance interactions.&#8221; Associations are taking advantage of the various cloud technology options for cost-saving advantages as you\u2019re renting versus buying the servers and reducing maintenance time for staff.<\/p>\n<p>Gary Hamilton, president of the <a href=\"http:\/\/www.wrla.org\/\" target=\"_blank\" rel=\"noopener\">Western Retail Lumber Association (WRLA)<\/a> in Winnipeg,sees a trend toward more two-way communication, and less one-way communication. Instead of just associations talking to (or at) members, he\u2019s seeing more dialogue from member back to association and from member to member. You have to know how to integrate all your different social media assets and make it interesting and relevant enough so that members will want to participate. &#8220;Plain vanilla doesn\u2019t cut it anymore,&#8221; added Hamilton.<\/p>\n<p><strong>Importance of mobile<\/strong><\/p>\n<p>Francis said the association of the future mustunderstand that staff and its members need on-demand access to information via mobile devices. If they don\u2019t get it from you, they\u2019ll go somewhere else for their learning, best practices and news. Charles Popper, Naylor\u2019s vice president for association relations, said mobile is the key trend he\u2019s seeing, especially mobile conference apps. &#8220;That\u2019s where we\u2019re seeing tremendous interest from sponsors.&#8221;<\/p>\n<p>According to De Cagna, the mobile device is THE connection point to your members\u2019 and prospective members\u2019 social, video, audio and learning. &#8220;Mobile fosters a whole new paradigm for connecting, participating, learning and collaborating,&#8221; he said.<\/p>\n<p>As Naylor\u2019s Underwood explains in his <a href=\"http:\/\/www.naylornetwork.com\/nay-adviser\/articles\/index-v3.asp?aid=196322&amp;issueID=32503\">article<\/a> in today\u2019s issue, more email is now read via a mobile device than via webmail or a desktop client (like Outlook). The majority of mobile recipients will delete your email if it\u2019s hard to read or formatted improperly for their mobile device. A new Google study of smartphone users seems to confirm that. About three in five (61 percent) of smartphone users said they\u2019d quickly move on to another site if they can\u2019t find what they\u2019re looking for right away on your mobile site. About 50 percent of mobile users said they\u2019ll turn to your organization less often\u2014even if they like you\u2014if you don\u2019t have a mobile-friendly site. Another 48 percent of smartphone users said that if a website didn\u2019t work well on their smartphones, it make them feel like the organization didn\u2019t care about them.<\/p>\n<p><strong>Reverse technology<\/strong><\/p>\n<p>Ironically, over-reliance on some digital technologies such as email and social media is bringing legacy communication methods back to the forefront. Take faxing, for instance. WRLA\u2019s Gary Hamilton and two of Naylor Publisher Kathleen Gardner\u2019s clients have been going back to faxing, because it\u2019s an uncluttered communication channel now, it signals urgency for the recipient and they\u2019re getting &#8220;such a high response rate&#8221; to it.<\/p>\n<p><strong><a>Biggest mistakes associations are making when it comes to using technology<\/a><\/strong><\/p>\n<p>AGC\u2019s Francis see three fundamental mistakes: 1) poor business workflow, 2) inability to opt out from unwanted email and 3) making social media too complicated. Most members just want simple-to-use technology. A former editor for a large financial association told us she agreed. &#8220;After attending numerous conferences, I&#8217;ve also learned that a vast majority of associations have no clue about what social media can do for them and how they can engage their members and grow membership,&#8221; she said.<\/p>\n<p>Gardner said many associations are under-investing in web-based advertising. &#8220;You have an engaged audience that wants to advertise to your membership, yet boards typically want a really clean, aesthetically pleasing website without intrusive ads. Even when we build what I think is a really contemporary and clean mockup for them, associations often push back and months, even years, may pass while the revenue goes by the wayside.&#8221;<\/p>\n<p>Naylor Publisher Tim McNichols observes that associations aren\u2019t fully leveraging their customer databases (non-members, not just members). &#8220;It goes back to building non-dues revenue by looking at your total audience and developing products and programs that deliver to this group,&#8221; he said. &#8220;This doesn\u2019t mean everything has to be \u2018member only.\u2019 But you should be selective and look what can deliver the biggest bang for the buck as you build your reputation as a market leader.<\/p>\n<p>Many experts also lamented the lack of reliable statistics on their digital communication efforts or feelings of &#8220;analysis paralysis,&#8221; in which they feel overwhelmed by web analytics reports and don\u2019t know how to decipher the digital wheat from the chaff. My colleague Kelly Donovan has <a target=\"_blank\">more<\/a> on ways for associations to mine and manage the metrics that matter.<\/p>\n<p>WRLA\u2019s Hamilton doesn\u2019t see new technology replacing legacy communication methods so much as he sees it complementing legacy tools. Rather than thinking either\/or, he thinks all this new technology is simply giving members more choice. WRLA finds many members still want the tactile experience of flipping through the member magazine or directory in print, but also like the convenience of digital editions, so they can more easily search, save, forward and archive information that they really want.<\/p>\n<p><strong>Conclusion<\/strong><\/p>\n<p>When it comes to association technology, it\u2019s not about how many bits, bytes, clicks and likes you get. It\u2019s about integrating technology into your overall communications and operations strategy, giving members more choice and remembering that no matter which tools members use to connect with your association, their No.1 priority is to &#8220;associate.&#8221;<\/p>\n<div><em><a href=\"mailto:hankberk@optonline.net?subject=November%20Association%20Adviser%20lead%20story\">Hank Berkowitz<\/a> is the moderator-in-chief of<\/em> Association Adviser enews.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>From mobile to social to cloud computing to membership management systems, few will dispute that technology is having a profound impact on associations. Just ask anyone who endured the recent violent storms in the Northeast. As my colleague Hillary Levitz explains in today\u2019s issue, associations turned to social networking during Hurricane Sandy when traditional lines [&hellip;]<\/p>\n","protected":false},"author":24,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,6],"tags":[36,8,27,57],"class_list":["post-619","post","type-post","status-publish","format-standard","hentry","category-features","category-technology","tag-integrated-communications","tag-mobile","tag-non-dues-revenue","tag-technology-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Association Technology at a Crossroads - Association Adviser<\/title>\n<meta name=\"description\" content=\"From mobile to social to cloud computing to membership management systems, few will dispute that technology is having a profound impact on associations. 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