myth versus reality in trade associations and professional societies
DESCRIPTION
Presentation given at ASAE 2014 in Nashville, TN with Matt Ott and Lauren Hefner. There is an assumption that trade organizations and individual membership organizations/professional societies are completely different. These slides focus on three areas where this myth is held as true and the realities of the situation. The three areas are membership, advocacy and non-dues revenue.TRANSCRIPT
#ASAE14
Tricks of the Trade:Myths & Realities of the Strategy Gap
Tuesday, August 1212:00 p.m. – 12:30 p.m.hashtag: #asae14 LO6
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Why are we here?
• MYTH: Trade Associations and Professional Societies must be run completely differently.
• REALITY: Tricks (and challenges) from each can be applied to the other.
Let’s talk about the differences in:• Membership• Advocacy• Non-Dues Revenue• Your broken assumptions from this week
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Myth:• Membership recruitment & retention
are very different in trade vs. professional societies.– Price point differences– Authority over budget– Other examples?
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Reality:• Trade and professional organizations
are more alike than you think.– Benefits are often individual in both– Communication matters– Renewal is not a given– Other examples?
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Myth:• Only trade associations should bother
with advocacy efforts.– Individual members don’t care.– One person can’t make an impact.– Other examples?
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Reality:• As many companies have their own
advocacy arms, individual orgs may actually be better suited in some ways.– Less likely to be legal limitations
preventing contributions– Personal/emotional impact– Other examples?
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Myth:• Associations should focus on affinity
programs directly in line with their mission, focused on their core user group.– Trade associations should only focus on
programs that benefit companies.– Professional associations should only
focus on programs that benefit individuals.– Sharing revenue with others is bad.– Other examples?
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Reality:• There could be programs that help
you generate non-dues revenue in non-traditional ways.– Examine your “competition.”– Seek partners, even if you operate in
“coopertition.”– Look for universal problems/pain-points
with no clear solution.
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Reflecting on the week
• What preconceived notions did you bring with you to ASAE Annual?
• How did someone rock that assumption?
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Contact us
Lauren Hefner, CAEDirector, Member Care
Healthcare Businesswomen’s Assn
@laurenhefner
Scott OserPresident
Scott Oser Associates
@scottoser
Matt Ott, MS, CAEVP, Operations
National Grocers Association
@matt_ott