PRESENTED TO THE CHICAGO CHAPTER OF THE AMERICAN MARKETING

ASSOCIATION

NOVEMBER 5 , 2010

Association Trends in Membership

Carsons, Pirie, Scott & Co. Building

Louis Sullivan

FORM FOLLOWS FUNCTION

FFF - Strategic Governance

Governance structure should be nimble react QUICKLY to changes in the marketplace Engage in environmental scanning

Frequent member surveying versus large annual survey Living breathing strategic plans

Smaller governance models Board charges committees with strategic direction Committees push ideas to Board as business proposals Board makes quicker decisions and provides timely feedback

Challenge for Chicago AMA Board members are committee chairs

Less stratification between members and Board Transparency Shift towards valuing talent/contribution versus “time served” Task force vs. standing committee

More projects/tasks with short completion timeframes upon assignment

M E M B E R V A L U E W O R K S H E E T

Q U E S T I O N S 1 T H R O U G H 3

Who are YOUR members?

GETTY TOMB

LESS TIME WITH MORE OPTIONS

LESS TIME IN A MORE COMPLEX ENVIRONMENT

LESS TIME TO MAKE DECISIONS

LESS TIME TO PLAN

LESS TIME MEANS MORE STRESS

the TIME paradox

FFF – TIME paradox

Products and services must be consistent and of extremely high quality Go big, or go home Balance of high quality, takeaway value and entertainment

Programs should deliver more tangibles in less time Information Networking Takeaways

Communications Consistent and not-complicated Clear Concise Repetitive, but diversified(keep it interesting) Enjoyable At THEIR leisure

INCREASE FOCUS ON

INDIVIDUAL NEEDSIN AN

INCREASINGLY AUTOMATED

ENVIRONMENT

The INDIVIDUALITY paradox

ORGANIZATION THRESHOLD

THRESHOLDS OF TOUCHIndustrialization vs. the individual

What are the Chicago Chapter of AMA’s THRESHOLDS of Touch?

FFF – INDIVIDUALITY paradox

Products and services must be customizable Should have an element of engagement and two-way interaction entertainment/fun

Products and services should be focused Target niche markets, advanced/beginner Cutting edge is exciting and engaging, but runs the risk of less takeaway value

Communication tactics Targeted and focused to the intended user Short, direct, hard titles

First three words should tell user what it is

Volunteers Greater diversity in reasoning for volunteering Less about “for the good” of the organization, and more about the individual

benefits

Getting Members

_____________ will continue to drive change in our Chapter.  Members would rather talk to _______________ than to the

“organization.”

_________ and __________ impact are two critical factors in gaining members’ continuing support.

We must set our sights on being our members’ _____________ when they are trying to solve problems.

The _____________ has permanently heightened the need for perceived value for the investment in membership.

To maintain longevity with new members, Chicago AMA must give people the sense of _____________ .

Technology

each other

Image impact

1st resource

recession

community

National Based Orgs Regional Based Orgs

Face-to-face meetings decreasing in all aspects

Increased focus on online content

Struggling with “community” Governance tends to be legacy

driven Facing revenue challenges on

most fronts Events Advertising Publishing Investments

Some programs/events compete in scale and size of national events

Online content depends of size of organization

More people know the “organization” through their chapter first

Have greater opportunity to develop sense of community

Have better opportunity to engage volunteers based on talents vs. legacy of “time served”

Facing similar revenue challenges, but on a smaller scale

Trends Comparison

Michael Contends:

As a result of the recession, this Chapter is better positioned to serve members now more than ever.

This Chapter has leadership diverse in talent and expertise to take the Chapter to greater heights.

The Chicago AMA can position itself to be the most valuable resource for marketers in the Chicago region.

Priority One Priority Two Priority ThreeMembership Recognition Incentives Member Support w $$ Volunteer & Board Recognition Celebration & Incentives

Free networking events/mixers …. Larger scale mixers

Increase number of scholarships to events Send the Entire Board to Leadership Summit

Members only mixer Trump 16th floor CAMA membership scholarships for needy grad students

More attendees to Leadership Summit

Free event for members Provide charitable contribution to Taproot for PR purposes

Send the Board to Leadership Summit in April 2011

Free member headshots Increase donation to Taproot Party for Volunteers

Members only conference room at events with Wi-Fi

Sponsorship of member(membership) in need (someone who is an outstanding member that has lost his/her job

5 members, 5 events, 5 months free

Rent conference room for members only Set up CAMA College scholarship for marketing studies

Lunch w/CMO Volunteer of Quarter

Create big prize incentive sweepstakes for people who attend all events

Set up CAMA Foundation to administer funds/receive grant applications

Volunteer Recognition Program - Award top Volunteers w/Free Memberships

Cell signal booster at events Volunteer appreciation party!

Bring a friend at no charge to top X most active members

Win membership paid for one year

Free membership for 1 year for those attending all events

Party for Volunteers

One comp video project Invest in Membership Success Party

Raffle away free membership @ an event Member retreat/committee retreat

T-Shirts Member recognition gifts for 5, 10… years of membership

Send special thank you gifts to members (small)

Membership Dues Rebate/Dues Holiday

Membership Initiatives

Member Value Checklist

Time

Individualism

Personal Engagement

Technology

Image/Impact

Talk to "each other"

1st resource

Recession/cost

Community

Association Trends in Programming

Program Trends

Large National meetings/workshops are declining Attendance

High registration + travel Exhibits/Sponsors have less money Programming risks being outdated Hoteliers/Convention centers costs are rising, while

cutting services Online content

Webinars everywhere Podcasts Not replacing meeting revenue though

New Types of Programming

Blended learning programs Long-term engagement

Future leader programs Combines recognition with leadership building skills

Certificate programs (blueprint series) ?

PodcastsSIGs becoming stronger components of

organization Monthly get-togethers/stand alone programs

Career development People looking to develop job seeking skills

SIGs Special Interest Groups Trends

Communities of common focusFunction as thought leaders

Drive ideas up to BoardOften offer free to members or limited cost

programs Many associations afraid of their SIGs getting to

powerful Spin-offs

Lunch/breakfast meetings (pick a topic to discuss) Non-members can attend 1 for free Meet regularly, then committee mtgs. can follow

Event Trends

Pack a punch For the dollar For the time

Programs are shortening Programs need to be more focused

Must target a specific audience Too broad leads to “boredom” or “I knew that”

Must have both quality information and “excitement” Balanced Excitement = must be there, entertainment, social gratification

Benefits from some structured networking Longer Breaks

bathroom visits, checking in with the office, snacking, mental refreshment, and light networking – does 10 or 15 minutes accomplish this?

Program Formats

Form follows function Who are you serving?

Define your intended audience

What are their constraints in participating?

What is of greatest value to this audience?

What will keep them engaged in returning to participate again in the Chicago AMA?

Methods of Engagement

Roundtable group discussions Structured networking, games, etc. Pre-event survey

What are your expecting want to get out this program Group or individual exercises/assessments Takeaways

Handouts, exercises, examples, contact information for new peers Shorter presentations, more speakers or discussion Follow-up

Thank you, survey Personal contact Increased individual recognition Post event discussion board or forum Mobile

Real time audience response Real time discussion

Post event discussion boards