{"id":803,"date":"2013-01-18T20:14:52","date_gmt":"2013-01-18T20:14:52","guid":{"rendered":"http:\/\/staging.naylornet.com\/associationadvisor\/?p=803"},"modified":"2013-01-18T20:14:52","modified_gmt":"2013-01-18T20:14:52","slug":"data-shows-associations-not-getting-and-not-asking","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/data-shows-associations-not-getting-and-not-asking\/","title":{"rendered":"Data Shows Associations &#8216;Not Getting and Not Asking&#8217;"},"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;\" 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>Mahatma Gandhi, the revered Indian humanist and spiritual leader once said, &#8220;If you don\u2019t ask, you don\u2019t get.&#8221; While sales folks have adopted Gandhi\u2019s wisdom to mean: &#8220;Don\u2019t be afraid to ask for the order,&#8221; association professionals need to take it a step further. You already have the order (i.e., member dues), and now you have to ask members if you\u2019re delivering on what you promised them.<\/p>\n<p><a href=\"http:\/\/staging.naylornet.com\/associationadvisor\/wp-content\/uploads\/sites\/2\/2012\/10\/takeaways1.png\"><img decoding=\"async\" class=\"alignnone size-full wp-image-176\" src=\"http:\/\/staging.naylornet.com\/associationadvisor\/wp-content\/uploads\/sites\/2\/2012\/10\/takeaways1.png\" alt=\"\" width=\"200\" height=\"47\" \/><\/a><\/p>\n<table style=\"border-collapse: collapse; width: 95%; margin: 5px; border: 1px solid black; background-color: #dcdcdc;\" width=\"\" 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;\">Associations need to do a better job of asking members the right questions about what\u2019s expected of them and how they should deliver it.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">There are four simple steps for overcoming information clutter.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">Many associations still make decisions based on internal meetings or what their boards tell them to do.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">Make a commitment to ongoing measurement and improvement.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&#8220;You just described my life,&#8221; related Carol Meerschaert, director of marketing and communications for the <a href=\"http:\/\/www.hbanet.org\/\" target=\"_blank\">Healthcare Businesswomen\u2019s Association<\/a> in Fairfield, N.J. &#8220;The staff and board feel we communicate our value prop, and yet our members don\u2019t always feel that. In response, we\u2019ve engaged a branding agency to research, clarify and solidify our value prop for individual members and our corporate partners.&#8221;<\/p>\n<p>As our recently completed annual communication benchmarking study discovered, Meershaert\u2019s not alone. More than 72 percent of associations indicated they had difficulty communicating their member benefits effectively (up from 32 percent in 2011), and it wasn\u2019t for lack of trying. According to our data, more than 75 percent of associations feel members ignore at least half of their communication efforts, up 13 percentage points from 2011.<\/p>\n<h3>Percentage of associations who feel members ignore <span style=\"text-decoration: underline;\">at least half<\/span> of all communications sent to them<\/h3>\n<p style=\"text-align: center;\"><a href=\"http:\/\/staging.naylornet.com\/associationadvisor\/wp-content\/uploads\/sites\/2\/2013\/01\/AAeNewsJan2013featurechart11.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter  wp-image-808\" src=\"http:\/\/staging.naylornet.com\/associationadvisor\/wp-content\/uploads\/sites\/2\/2013\/01\/AAeNewsJan2013featurechart11.jpg\" alt=\"\" width=\"457\" height=\"291\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2013\/01\/AAeNewsJan2013featurechart11.jpg 571w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2013\/01\/AAeNewsJan2013featurechart11-300x191.jpg 300w\" sizes=\"(max-width: 457px) 100vw, 457px\" \/><\/a><\/p>\n<p><em>Source: Naylor, LLC, and Association Adviser, N=674 in 2011; 390 in 2012<\/em><\/p>\n<p>Robert Blumenfeld, executive director of <a href=\"http:\/\/www.acg.org\/nyc\/\" target=\"_blank\">ACG New York<\/a>, which represents private capital and deal-making professionals, said that\u2019s because the message and required call-to-action is often unclear. &#8220;Email is somewhat like radio; it takes eight exposures to get a person\u2019s attention,&#8221; added Blumenfeld. &#8220;The offer needs to be concise and delivered in a number of ways\u2014at meetings, snail mail, conferences, email and your website. You need to repeat the value proposition over and over again.&#8221;<\/p>\n<p><strong>Battle for relevance<\/strong><\/p>\n<p>Associations\u2019 biggest challenge right now is a &#8220;primary battle for relevance,&#8221; and it\u2019s not just a competition with other trade publishing companies, according to <a href=\"http:\/\/www.naylor.com\/\" target=\"_blank\">Naylor<\/a> CEO Alex DeBarr.<\/p>\n<p>Bob Zagami, show director of the New England RV Dealers Association, agreed: &#8220;Associations must change and change quickly. Otherwise, they will simply become irrelevant to their communities, and they will be replaced by others who have mastered inbound marketing techniques and how to communicate quickly and effectively to the constituents.&#8221;<\/p>\n<p>Dave Murillo, director of member services for <a href=\"http:\/\/www.acec-ca.org\/\" target=\"_blank\">ACEC California<\/a>, which represents engineers and land surveyors, said associations should ask themselves, &#8220;How do we maintain relevance in this industry? How do we communicate the value of what we do?&#8221; &#8220;People\u2019s attention span is so small. We\u2019re not selling a service, we\u2019re selling an idea,&#8221; he added.<\/p>\n<p>Eric Wulf, CEO of the <a href=\"http:\/\/www.carwash.org\/\" target=\"_blank\">International Carwash Association\u00ae<\/a>, said you hear so much about the aging baby boomer demographic, but there are two other trends associations shouldn\u2019t ignore: globalization and industry consolidation. &#8220;There are fewer mom-and-pops and a different type of person joining the industry,&#8221; he said. &#8220;They\u2019re more finicky, and you need to adjust since they tend to be from larger enterprises. They want more data and customer intelligence. And they\u2019re really looking at the membership ROI,&#8221; Wulf added.<\/p>\n<p><strong>Ask and deliver (then ask again)<\/strong><\/p>\n<p>Fortunately the solution may be simpler than you think. &#8220;Just ask members: \u2018What information do you really need and how do want to get it from us?\u2019&#8221; said DeBarr, who added that expecting people to come to you &#8220;just because you built it&#8221; doesn\u2019t exist anymore. More importantly, even after you\u2019ve asked your members what they want and how they want it, you need to go back every six to eight months and ask them if they think you\u2019re still delivering, advised DeBarr.<\/p>\n<p>According to Zagami, many associations are trying to take &#8220;outdated printing and in-person meeting habits into the digital world and failing miserably.&#8221; Life on the computer, he said, is very different from live interaction at a chapter meeting or reading a printed newsletter that &#8220;one feels obligated to fill with a lot of necessary information, much of which is outdated.&#8221;<\/p>\n<p>As <em>Association Adviser\u2019s<\/em> latest research showed, the biggest challenge for associations is clutter. &#8220;Associations know what the challenge is, but not how to overcome it,&#8221; observed Charles Popper, Naylor\u2019s vice president of association relations. &#8220;Having worked with hundreds of associations in 80 industries, we\u2019ve found there are four simple ways to do it: (See <a href=\"http:\/\/tv.associationadviser.com\/association-adviser-tv-january-2013\" target=\"_blank\">related video<\/a> in today\u2019s issue.)<\/p>\n<ol>\n<li>Know what members expect of you.<\/li>\n<li>Deliver it in a format in which they prefer to consume it.<\/li>\n<li>Measure all your communications to make sure they\u2019re achieving the object that you want.<\/li>\n<li>Make a commitment to ongoing improvement\u2014what\u2019s working today is not likely to be working in the future.<\/li>\n<\/ol>\n<p>Popper said our research also revealed that 90 percent of associations are communicating more today than they were three years ago\u2014but they don\u2019t seem any surer about whether or not they\u2019re communicating effectively.<\/p>\n<p>See our <span style=\"color: #0000ff;\"><a title=\"Resolve to be SMART About Communication in 2013\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/resolve-to-be-smart-about-communication-in-2013\/\"><span style=\"color: #0000ff;\">article<\/span><\/a><\/span> in today\u2019s issue about setting SMART communications goals.<\/p>\n<h3>On average, how many times are you connecting with members each month?<\/h3>\n<p style=\"text-align: center;\"><a href=\"http:\/\/staging.naylornet.com\/associationadvisor\/wp-content\/uploads\/sites\/2\/2013\/01\/AAeNewsJan2013featurechart21.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-809\" src=\"http:\/\/staging.naylornet.com\/associationadvisor\/wp-content\/uploads\/sites\/2\/2013\/01\/AAeNewsJan2013featurechart21.jpg\" alt=\"\" width=\"480\" height=\"318\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2013\/01\/AAeNewsJan2013featurechart21.jpg 600w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2013\/01\/AAeNewsJan2013featurechart21-300x199.jpg 300w\" sizes=\"(max-width: 480px) 100vw, 480px\" \/><\/a><\/p>\n<p><em>Source: Naylor LLC and Association Adviser 2011-2012, N=674 in 2011; 389 in 2012<\/em><\/p>\n<p>&#8220;At the ASAE national conference in August, we surveyed 38 associations about the types of information they thought members wanted\u2014lobbying, advocacy, industry news, events and career development,&#8221; Popper related. &#8220;Only three had developed a mechanism for prioritizing their communication efforts based on what members told them they wanted. Pretty scary. The rest were just making decisions based on internal silos or what their boards told them to do. These days we have to reach out beyond that [way of thinking].&#8221;<\/p>\n<p>When <em>Association Adviser<\/em> asked association leaders who they would hire if they could add just one more person to their communication teams, a wide variety of responses come in. Many were unconventional, but ACG\u2019s Blumenfeld may have summed it up best: &#8220;Someone who can create specialty groups of members and encourage topic discussions.&#8221;<\/p>\n<p><strong>Conclusion<\/strong><\/p>\n<p>While an expert &#8220;facilitator,&#8221; &#8220;member engager&#8221; or &#8220;moderator&#8221; may not fit into your organizational chart or hiring plans today, you might want to make room for that role soon. As New England RV Dealers\u2019 Zagami cautioned, &#8220;Older members may want to keep traditional communications and personal meetings, but younger members, fully versed in social communications are finding their information in other ways and in other places.&#8221;<\/p>\n<p>Or, as Gandhi supposedly said after a deep contemplative sigh, &#8220;You may never know what results come of your action, but if you do nothing, there will be no result.&#8221;<\/p>\n<p>We strongly suggest taking some action and <strong>really<\/strong> get to know your members.<\/p>\n<p><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<em>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Still much work to be done in the &#8216;battle for relevance.&#8217;<\/p>\n","protected":false},"author":24,"featured_media":921,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,4],"tags":[],"class_list":["post-803","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-membership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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